How the speed of your website can influence profits: 3 reasons that you need to consider
1. The user doesn't go to the payment step
When the user arrives on a website he starts his path that should lead to a payment. Obviously between pages the user will need to wait some time, depending on how much the website is fast. When this time increases too much it could lead to customer abandoning the website. That’s why slowness of a website can hinder the customer progression through the purchase funnel, diminishing progress to the next step and preventing him from reaching the payment step and therefore the completion of the purchase.
The moment users are most sensible to the loading speed is the transition from the product page to the cart one. In particular, for an eCommerce of retail products, decreasing by only 0.1s the loading of the page “Add to cart”, the rate of progress to the next stage increases by +9.1%.
2. The user spends less time on the website
As we previously said, a slow loading can cause frustration to the customer, making him abandon the pages before the time. Because of this the time passed on the site is drastically reduced and consequently also the purchases.
3. The user is most likely to visit only one page of the site