DIGITASLBi PERSPECTIVE

The Issue that Digital Marketers Can No

Longer Ignore
Count out loud to two. That's how fast users expect your site to load. Add just one second to that, and 40
percent of your visitors are gone. Most of the users who stick around will leave with a negative
perception: 79 percent of shoppers who suffer through poor site performance say that it makes them less
likely to buy again from that site.
But despite this, sites are getting slower and bigger: Over the past year, average load time for
ecommerce sites jumped to 10.7 seconds -- a 49 percent increase -- while page size climbed 67 percent.
First impressions are critical, and page load time plays a substantial role in how users perceive your site
and your brand. Digital marketers can no longer afford sluggish sites -- it's time to reverse the trend and
focus on speed.

Old assumptions no longer apply

Many in the industry have long ignored page load time, operating under the assumption that users could
quickly engage thanks to speedy ethernet connections. The exponential rise of mobile computing has
changed the game, and new research proves that 10ths of a second affect conversion rates. (For
example, Google found that a half-second delay dropped traffic by 20 percent.) These changes are
forcing brands to re-think the implications of page load time, and how it fundamentally affects the success
of each digital experience.

Slow site speed disconnects you from search customers

Page load time affects your site even before a user has arrived: Pages that load slowly often have higher
bounce rates, a metric search engines use to decrease ranking in search results. This is especially
important for mobile sites, as poor mobile performance can also affect the ranking of corresponding
desktop sites. Simply put: slower page load time means a lower ranking, which decreases your visibility
and traffic, and provides an opportunity for your competitors. Some potential customers may never see
your site at all.

Speed plays a big role in user perception

Speed isn't just about raw numbers -- it's also about user perception. In one test on the psychology of
waiting, a major airport found that moving its baggage carousels farther from each gate reduced customer
complaints, because passengers spent eight minutes walking instead of waiting. Even though it took just
as long to retrieve luggage, walking felt more satisfying because passengers were actively moving toward
a goal rather than passively waiting. The airport found a clever way to alter their customers' perception of
wait time, making something that used to be tedious feel quick and easy.

Smart Design Can make even heavy pages feel fast

and simple

November 2014

DIGITASLBi PERSPECTIVE
quickly find their desired content, even if a page has not fully loaded. Google recommends that the visible
portion of a site loads first -- so even if you have a heavy page, the user can start reading right away
rather than waiting in front of a blank screen.
A smartly structured site also helps users find what they want faster, creating a sense of a speed and
ease, by making their next steps intuitive. Building digital experiences with structure in mind forces
designers to focus on the most important content, while eliminating or deprioritizing content that may slow
down the user's experience -- avoiding both sluggish page load and the frustration of navigating a
complex experience.

Site speed is both a challenge and an opportunity

Today's consumers are impatient, more technologically savvy than ever, and often are on the go, with
less-than-perfect connectivity. They also have copious experience using well-built websites, which
reinforce already-high expectations. This poses both a challenge and an opportunity for digital marketers
-- consumers are hard to please, but providing fast and easy experiences can set you above your
competitors. You can achieve this by:

Gathering and analyzing data -- Before starting a project, research the factors that may most
affect site speed (imagery, JavaScript, data calls, etc.) to know where to focus

Making site speed a project benchmark -- Focusing on performance from the start underscores its
importance, sets a clear goal for the entire team, and yields better results by avoiding significant
last-minute re-work

Understanding the implications of design decisions -- Ensure that creative and development
teams collaborate from the start for a great design and great performance

The bottom line: No one likes to wait, and waiting can cost you money. It's time for digital
marketers to embrace this challenge and make site speed a priority for every project.

Michael Histen is associate director, experience design at DigitasLBi. Co-author Michael Gauld is
associate director, SEO, and co-author Jill (St. Cyr) Baker is senior creative engineer, technology
at DigitasLBI.

Read more at http://www.imediaconnection.com/content/37766.asp#QtkQZtMAD23Ay1L7.99

Contact For More Information

Michael Histen, Associate Director, Experience Design, DigitasLBi (Michael.histen@digitaslbi.com)
Michael Gauld, Associate Director, SEO, DigitasLBi (Michael.gauld@digitaslbi.com)
Jill (St. Cyr) Baker, Senior Creative Engineer, Technology, DigitasLBi (jill.baker@digitaslbi.com)
This piece originally appeared in iMedia Connection.

November 2014