The Need for Speed: Why Page Load Speed Impacts Purchase Decisions

By Ravikiran Akula » 8 min read

Customers that find themselves waiting for more than a few seconds for a website page to load are more likely to abandon the page. This affects your SEO ranking, as your website performance has a direct impact on customer experience. And one of the key parameters to rate website performance is page load speed.

Consumers today form an opinion of your business based on your website speed and response time. Not only do users expect to see results quickly, but they also become disappointed when they don't. Users perceive a slow website as a reflection of how your business is run, and more than 40% of visitors who have a bad experience feel compelled to talk about their experience.

Page load time is one of the most critical ingredients for a good user experience and potentially a make or break factor for a website’s success. Marketers need to optimize site speed to drive more traffic as slow pages can lead to high bounce rates. Recent studies have shown that fast page speed results in a better conversion rate. In simple words, the faster a webpage loads, the higher the chances of a user performing the targeted action on that webpage. The converse is equally true.

Below are some recent statistics that further validate the importance of page load speed:



The growing use of mobile



It’s no surprise that more traffic than ever before is coming to websites from mobile devices, surpassing desktop searches. Users prefer using their smartphones for browsing rather than their desktops. They get very impatient when their mobile page takes time to load. Here are some mobile stats:

  • According to KISSmetrics, 18% of mobile users will abandon a website if it takes more than 5 seconds to load. If it takes more than 10 seconds, the abandonment grows to 30%.
  • 58% of all mobile customers expect sites to render as quickly as their home computers though they are in different networks.
  • 64% of all smartphone users anticipate pages to load in under 4 seconds.
  • 74% of people will leave a mobile website that takes over 5 seconds to load.
  • 61% of consumers will abandon a mobile site if they don’t find what they’re looking for right away.

How to test page load speed

Regular audits of website performance & speed are always the best practice to catch the bottlenecks and improve the customers’ experience.

Page performance depends on many factors including server location, connection speed, and the brand of browser.

There are several tools and browser add-ons that can help in measuring page speed and performance. These tools run on their predefined algorithms and provide detailed reports for poor performance and the likely reasons behind it. They also provide suggestions to improve page performance.

The following are some of the tools that can help in monitoring and analyzing the page speed and performance:

Tools: Google PageSpeed Insights, Google Lighthouse, WebPageTest, GTmetrix, Pingdom, Dareboost&MAXCDN tools and many more.

Add-ons: Page Load Time, Analyze Page Performance.

The following data points play a major role in finding possible optimization during a webpage speed audit:

  • Time taken to First Byte (TTFB).
  • Performance of CDN (Content Delivery Network).
  • Website performance across different geo-locations.
  • Webpage rendering speed in different browsers.
  • Page load times, size,and the total number of requests.
  • Finding large images/videos resulting in bottlenecks.
  • Possibility of web page caching for static content.
  • Duplicate scripts and 404 Not found pages.
  • Scripts that have a potential for Minification.
  • Unused scripts in the code/DOM.
  • Scripts, fonts, and plugins that are causing load time issues.
  • Gzip components.


Customer attention spans are at an all-time low and purchase decisions are being impacted by millisecond delays. Pages that don’t load immediately mean that the customer will discard their purchase journey and switch to a different website.  

Quality engineers need to ensure that regular tests are conducted, and all stakeholders are apprised of the shortcomings periodically. Implementations of the recommendations early in the cycle can help in taking the right approach for optimizations. Front-end optimization can seem like an intimidating endeavor, but you can greatly improve the loading speed of your website by applying the techniques and best practices.  The faster your website loads the better user experience your visitors will have. Improving page loading speed is a tangible way to enhance the user experience for businesses. It is easy to check pages and make minor tweaks to coding, server config, or optimization features to see a significant improvement in loading time. The bottom line is speed does matter! Optimize your eCommerce site by enhancing your site speed and see your metrics improve swiftly.

About TA Digital

TA Digital is the only global boutique agency that delivers the “best of both worlds” to clients seeking to achieve organizational success through digital transformation. Unlike smaller, regional agencies that lack the ability to scale or large organizations that succumb to a quantity-over-quality approach, we offer resource diversity while also providing meticulous attention to the details that enable strategic success.

Over the past 20 years, TA Digital has positioned clients to achieve digital maturity by focusing on data, customer-centricity, and exponential return on investment; by melding exceptional user experience and data-driven methodologies with artificial intelligence and machine learning, we enable digital transformations that intelligently build upon the strategies we set into motion. We are known as a global leader that assists marketing and technology executives in understanding the digital ecosystem while identifying cultural and operational gaps within their business – ultimately ushering organizations toward a more mature model and profitable digital landscape.

Recognized in 2013, 2014, 2015, 2019, and 2020 Inc. 5000 list as one of the most successful technology companies in the United States, TA Digital is pleased also to share high-level strategic partnerships with world class digital experience platform companies like AdobeSAP, and Salesforce and possess global partnerships with industry leaders such as commercetoolsSitecoreEpiserverElastic PathBigCommerceAWS, Azure and Coveo.



Ravikiran Akula

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