When speed does not kill
November 22, 2012
Page-load speed is among the decisive elements not only for page ranking in Google, but also for retaining traffic and increasing conversions. Earlier this year, New York Times published an article referring to the discovery of speed experts from Google and Microsoft. The key take-away from the read is that web users are inherently impatient and an eye-blink delay can make them flee. “People will visit a Web site less often if it is slower than a close competitor by more than 250 milliseconds.” Quoting Harry Shum, a computer scientist and speed specialist at Microsoft, the article adds that “Two hundred fifty milliseconds, either slower or faster, is close to the magic number now for competitive advantage on the Web.”
Page-load optimization is yet another market opportunity for SMB providers, as SMB DigitalScape data for US-Q2 indicates that only 40% SMB websites load within two seconds, which is considered fairly good speed. 60% SMB websites risk getting clicked away by visitors, 33% of which are at a graver risk as they take more than five seconds.