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Communications.Management.Marketing

Truth Is Just Perception

How Web Page Load Times Affect Conversion Rates

Performance analytics company SOASTA has analyzed the Internet traffic of ten major U.S. retailers.

As the graph reproduced below shows, there is a strong correlation between the load time of a web page and its conversion rate.

SOASTA

That is not a big surprise.

More importantly, this analysis reveals a sharp decline, in only a year, in the load time that corresponds to peak conversions – from 3.8 seconds in 2014 to 2.4 seconds in 2015.

These figures give an idea of the rapidly evolving expectations of Internet users and the challenges facing online marketers.

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