The faster a page loads, the chance that the user will perceive it and make a purchase is much higher. That should be known to anyone working online. At least it’s always a topic. Unfortunately, there is often a big difference between theory and practice. Google has seen that and therefore repeatedly points out the importance of loading times. Especially with landing pages, there are still many in need of optimization.
Landing pages have become an integral part of everyday work and are part of every marketing campaign. But far too often, care is taken to ensure that the target group is addressed as well as the possibility to purchase. For this purpose, videos and other attention-grabbing elements are also used. That’s great – but you should always keep in mind that the loading time is kept as low as possible. After all, what good is the landing page if the user is gone before the content is displayed?
Of course, Google knows that too, because it looks closely at how high the load times are, how long a user lingers on a page and whether it reaches the destination of the landing page, ie the lead. The direct relationship between page speed and bounce rate is also found in Google in a study proven and the numbers that are mentioned there should make us all pensive.
Assuming that 1 second load time is optimal, the bounce rate will increase at:
– 3 seconds load time by 32%
– 5 seconds load time by 90%
– 6 seconds load time by 106%
– 10 seconds load time by 123%
From five seconds of loading time, you hardly have to worry about why the landing page does not sell – it’s simply because no user waits until the content is loaded. Conversely, the better the load times, the better the conversion rate – and only from this point will it be clear whether the target group is optimally addressed with the content. But if the loading time is too high, no optimization of the content makes a real difference.