Navigation, usability, attractive design and, obviously, the time it takes for our corporate portal to load, are essential analysis items when evaluating an online business. loading time of a web portal Since this is the first contact with the brand that users have, it would not be very risky to affirm that the loading time of a Web page is one of the first causes of user abandonment, which is not surprising if We take into account the current moment where the mobile Web and virtual stores monopolize the attention of what is known as online businesses. Although it is true that for years, all efforts and resources have been focused on the design and programming with the In order to include more content and functionalities to corporate portals, giving them an additional appeal, it is a reality that at the present time users value much more the quality of the content and the speed of the Web page in relation to the loads. , loading speed is an aspect that directly affects search engine positioning, so it is convenient to pay attention to this variable and, for this, we have analyzed an infographic that has come to us from Kissm etric, translated into Spanish at carrero.es.
Loading speed and online shopping
47% of users expect that the loading of the web page will not take more than 2 seconds, of them 40% decide to abandon if the load exceeds 3 seconds, but the relevance of the loading speed does not end there 79% of users are reluctant to return to the page if they are not satisfied with loading times on first contact.In relation to brand loyalty, 52% consider speed as one of the most determining aspects A poor loading speed directly affects reputation since, according to the data recorded in the infographic, 44% talk about their experience with the brand to their networks of contacts.
Mobile devices vs. Computers
While it is true that mobile devices offer lower speed for loading web pages than traditional computers, many users expect that this is not the case. 11% consider that the speed is reduced in a mobile environment but, nevertheless, 12 % think that web portals are accessed faster from their mobile device and 21% consider that there are no differences.
Slow speed quit
The data recorded in the infographic in relation to the abandonment of the page due to slow loading, invite reflection and should not leave brands indifferent.
30% give up after waiting between 6 and 10 seconds 16% do so after 11 to 15 seconds And 20% wait more than 20 seconds before giving up
One of the most relevant data included in the infographic and of great relevance for brands that have businesses linked to electronic commerce, refers to the annual benefits that are no longer perceived only by inappropriate speed: An online store that invoices one hundred thousand euros per day losing around 2.5 million euros per year just by delaying loading by 1 second a day, figures that undoubtedly invite brands to pay attention to this variable that is not talked about much.
Mobile environment, great challenges
More and more users make their purchases through their mobile device and the figures highlight the challenges that the industry must face if it wants to capture available users. Of those surveyed, 60% reported that during the last year , the loading speed has been a persistent problem. 73% consider that it is still too slow and 51% received error messages that prevented access to the web page. Aspects related to the adaptation of the formats to the web environment and the functionalities of the pages, were highlighted by 48% and 45% respectively. While 38% reported that the Web portal of interest was not available in mobile format. In conclusion, we can draw several relevant conclusions from the study of This interesting infographic.
Loading speed directly affects user loyalty. It is one of the most frequent causes of abandonment. Its importance lies in the fact that it is the first contact of users with brands, so it has a direct impact, not only on business figures, but also online reputation. Adaptation of content, adaptation of formats and inclusion of functionalities, are the great challenges facing brands if they want to take full advantage of the potential underlying the rise of the mobile Web.
We leave you now with the infographic, which you can find translated, in other higher resolution formats, in carrero.es and in kissmetrics.com in its original version.