In a word, desertion. Let’s say you’re a retailer in a prime location with great merchandise at great prices. But you discover that 40% of the people who visit your store become frustrated by what they perceive as too long a wait for a sales clerk; they leave and never come back. What’s more, 44% of those deserters tell their friends that it takes forever to get waited on’. Would you fix that? Of course you would. Then why do many companies still overlook (or worse yet, know and don’t do anything about) the poor loading time of their website. A one second delay in page response can result in a 7% decline in conversions. And mobile? Don’t ever overlook that platform; nearly 30% of all web content is consumed by mobile devices and that number is growing rapidly. Here an infographic from Kissmetrics; take a look.
— Tom Murdoch
