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Current & Future Expectations During the Internet’s infancy, sluggish servers and bloated Websites were hidden behind very slow Internet connections. However, nowadays the average visitors are connecting at megabit speeds. Load times play a factor in purchasing decisions. 47% of visitors expect a Web page to load in 2 seconds or less, and 40% will abandon if it takes more than 3 seconds. Moreover, web visitor have begun associating load times with their perception of a brand’s credibility and quality.  27% of them say that visiting a slow site makes them more likely to visit a competitor!

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The Mobile Web It is also true for the mobile web. Mobile network speeds are catching up to their broadband counterparts, and the same phenomenon is starting to occur — visitors will not tolerate slow sites. Consumer trends also point to the continued shift of e-commerce to smart phones, which further magnifies the impact of load times. Websites need to make sure that their content is optimized for mobile phones. This is often a significant technical and design investment. Creative assets need to be resized and your servers need to be aware of what device your visitor is using. However, if you plan on targeting young and savvy consumers, mobile optimization is a must. Conclusion Like going to the dentist, optimizing your site for speed can seem like a painful and daunting task. Often times infrastructure has to be improved, code re-written, and creative assets compressed. However, most of the time this optimization pays for itself. Speed improvements have been shown to improve your bottom line, and over a dozen studies have shown a positive ROI.