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Loading time affects your bottom line. And your CTR. And your conversions. And your pocket.

Every second counts

Loading time is a major contributing factor to page abandonment. Or bounce rate. The average user has no patience for a page that takes too long to load, and justifiably so.

Observation: slower page response time results in an increase in page abandonment. If a page takes more than 4 seconds to load, the bounce rate doubles exponentially.

Loading time

Website performance affects shopping behaviour

  • 47% of consumers expect a web page to load in 2 seconds or less.
  • 40% abandon a website that takes more than 3 seconds to load.
  • 79% of shoppers who are dissatisfied with website performance are less likely to buy from the same site again.
  • 52% of online shoppers state that quick page loading is important to their site loyalty.
  • A 1 second delay (or 3 seconds of waiting) decreases customer satisfaction by about 16%.
  • 44% of online shoppers will tell their friends about a bad experience online.

Mobile vs. desktop

Mobile Internet users expect a web-browsing experience on their phone that’s comparable to what they get on their desktop or laptop. Most users are aware that their phone had slower load times than their desktop. And this without a responsive web site design.

Bottom line

A 1 second delay in page response can result in a 7% reduction in conversions.

If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.

According to, loads in 6.9 seconds, with CloudFlare activated (this means it needs a bit more optimization), loads in 3.2 seconds, on a local VPS, and in 7.4 seconds (lots of custom fonts from Google – time to say goodbye). Also, time to make some optimizations.

Courtesy of

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