WordPress slow? Why one second of loading time can cost 1.6 billion dollars

Jan Hornung Last updated 21.01.2020
3 Min.
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Fast loading times are important for every online business. If WordPress is slow, it costs conversions and ultimately money. We explain what effects poor performance can have and what this has to do with SEO.

The big online retailers have already recognized it early: The loading time of their shops has a direct impact on sales. Amazon calculated in 2012 that a decrease in loading time of one second would mean 1.6 billion dollars in lost sales[1].

The best-known figures on this issue come from an experiment conducted by Walmart, the results of which were published in 2012. Walmart had noticed that its website loaded extremely slowly in some cases - some users even needed 24 seconds to display product pages. To find out the effects of this, the Americans compared two groups of users: one was presented with a significantly faster version of site , while the other had to struggle with the slow version. The results speak for themselves.

WordPress slow? Make up to 10 percent more turnover with one second

Every tenth of a second saved in loading time brought the Americans a full one percent additional turnover; in every second that can be saved, there is theoretically around 10 percent turnover.

The colleagues from Kissmetrics have compiled new data based on these findings and come to the conclusion: The relevance of the page load speed has even increased[3]. Because 19 percent of users leave a site that takes five seconds or longer to load. In addition, more than half of users expect websites to load at most a little slower on their handheld than on their desktop computer, but not significantly slower.

If a site is only one second slower than the average, this can cost the operator seven percent conversions. For a shop that makes 100 euros a day, this means up to 25,000 euros in lost sales per year.

And all because of a slow site ! So when it comes to performance, it's worth taking a close look.

WordPress slow? Increase conversions by a whopping 2% with one second

In addition to a direct connection between page load speed and sales, the Walmart experts also found an influence on overall conversions: every second brought an average increase of two percent in the conversion rate. This value can decide the weal and woe of any shop and also has an influence on the Google ranking.

Is WordPress slow the users jump off faster

The Walmart team found a direct correlation between the level of bounce rate and page performance. In other words: If WordPress is slow, users will also leave your site faster and browse it for less time[4].

All three factors - the loading speed, the bounce rate and the interaction behavior of users - have an impact on your Google ranking. If WordPress is slow, this has a direct and indirect impact on your position in the search results.

A short loading time benefits your site threefold: It avoids conversion and sales losses, provides for potentially better interaction and improves the Google ranking.

Conclusion: Whether WordPress is slow is decided in the head, not on paper.

When it comes to WordPress performance, you can't just rely on bare figures. All research results are average values and only give an indication of what a WordPress performance optimization can ultimately bring. The bottom line is to make sure that users have the feeling that they are surfing on a fast site . An improvement of the loading time by half a second is therefore of little use if the user does not also notice this difference.

Therefore, when optimizing, it is especially important to improve the customer experience and not just the speed test result. But before you start optimizing, you should first understand why WordPress is slow. Three factors play a role here: the technical performance of the server, the performance range of the hosting plan and the page structure.

In the upcoming articles of our Performance section we will share this knowledge with you and show you what you can do with it. We will explain to you what slows WordPress down, how to identify the key bottlenecks, what optimization steps you can take and how to keep your site's performance high.

Link list

[1]: http://www.fastcompany.com/1825005/how-one-second-could-cost-amazon-16-billion-sales

[3]: https://blog.kissmetrics.com/loading-time/

[4]: http://www.globaldots.com/how-website-speed-affects-conversion-rates/

RAIDBOXER from the very start and our Head of Support. He loves talking about PageSpeed and website performance at BarCamps and WordCamps. The best way to bribe him is with an espresso – or a Bavarian pretzel.

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