Every extra second a user waits for a screen to load chips away at their patience and interest. In todays fast-paced digital environment, where, if you don’t supply the answer immediately, someone else will, load times are not just a technical issue but a critical aspect of user experience. Understanding if and how will load times affect my website is vital for anyone to try and understand.
We live in the age of instant gratification, where every delay online can feel like an eternity. Social media platforms like TikTok and Instagram give people a laugh every couple of seconds. Slow-loading screens are no longer a minor inconvenience.
The importance of load times in user behaviour
Load times play a pivotal role in shaping a user’s digital behaviour with a website. Users’ impressions of a brand’s dependability and credibility are supported by the strong relationship between site speed and efficiency. As a crucial element of user experience (UX), rapid load times are tied to more than just a user’s convenience—they anchor the very foundation of user engagement and website success.
For instance, Google/SOASTA Research found a staggering 32% increase in the likelihood of a user bouncing when page load times leap from 1 to 3 seconds. This increased to 90% when load times increased from 1s to 5s. Bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page—not something you want!
The Financial Times noted a 5% increase in engagement when they shaved off seconds from their loading times.
The BBC found that for every additional second it took for their pages to load, 10% of users would search elsewhere.
Google found a mere half-second delay in page load time resulted in a 20% plummet in their ad revenue.
We have found that slow checkout is one of the main reasons people abandon their shopping carts.
An old website or an issue slowing down your website can severely dent user retention, with every second chipping away at your audience. A slow website doesn’t just irritate; it undermines brand loyalty and diminishes the probability of securing conversions.
The impact of load times on search engine rankings
To ensure search engines like Google or Bing deliver the best possible experience they prioritise websites that load quickly. This makes sense as the time to load reflect an engines technical prowess and its capacity to deliver content efficiently. A slow loading website not only tests the patience of users but also struggles to claim top spots in search engine rankings. As a result, such sites may see a diminished online presence and reduced traffic.
Technical optimisation of your website is a non negotiable. Search engines, like Google, often consider many elements when evaluating site performance, making them critical for SEO. A faster-loading website translates to improved user satisfaction and engagement, which are important signals for search engines determining the relevance and quality of a site.
The relationship between load speeds and website rankings
Google has integrated Core Web Vitals into their ranking criteria, including measurements specifically targeting page load speeds—Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).
Largest Contentful Paint (LCP) sheds light on the time it takes for a webpage to present the largest piece of content to the user, such as an image or a block of text. On the other hand, First Input Delay (FID) captures the time lapse between a user’s first interaction and the browser’s response to that action. Finally, Cumulative Layout Shift (CLS) marks down sites for unexpected movement of content, which can be frustrating to users and is often caused by coding issues.
These Core Web Vitals represent Google’s commitment to user-centric performance metrics, cementing page load speed’s pivotal role in SEO. A site’s ability to meet these metrics not only avoids penalties but also fosters a seamless UX that can enhance consumer attitudes and boost website rankings.
The psychology of speed perception
In the digital age, the psychology of speed perception goes beyond mere seconds ticking away on a clock—it seeps into how users emotionally and behaviourally interact with technology. A swift-loading website is synonymous with competence and respect for the user’s time, subtly forging a sense of trust and satisfaction.
Sometimes however, it’s more then the objective load times; it’s a matter of how the time is perceived by the user. The difficulty of controlling user expectations during loading times has been a problem for many developers.
Skeleton loaders
A revolutionary idea known as “skeleton loaders” surfaced in 2014 to replace the spinning wheel. These were content placeholders, typically grey boxes or outlines, mimicking the structure of what is loading. This created the illusion of a shorter waiting time but also allowed for the user to interact with parts of the website while the remaining sections loaded.
However, while this feature improves UX there will be little impact on SEO.
How to make your website faster
If your website is underperforming, your business will be suffering because of it. Your website speed is synonymous with client satisfaction. From optimising your content, to improving the code, utilising CDNs to regularly monitoring performance, there are so many options for making your website just that little bit faster.
The best way to significantly improve your website’s speed, enhance user experience and ultimately drive better results for your business is to get a bespoke website built for your needs. Building a website from scratch ensures everything is optimised for performance from the start. Read one of our blog posts on the benefits of a bespoke website rather than using a page builder.
Will Load Times Affect My Website? What Can I Do?
Website speed is synonymous with satisfaction, and with each delay, the risk of losing valuable users surges. If you have noticed that your website is slow to load and would like some expert advice on how you could improve your website, or want to discuss the prospect of a new site we would love you to get in touch with us.
A lot of the issues you face can really can be solved by helping you understand them and by applying a portion of industry knowledge. From the start we will give you clear help and advice that will guide you to make the best decision when it comes to website design, development & online marketing.
Get in touch with us on 01435 817 226 or email enquiries@sokada.co.uk for more information.