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Sarah Taylor


Whilst it may seem obvious, it’s crucial nowadays for brands to be aware of just how damaging slow load times and poor functionality are and how they lead to significantly lower conversion rates. 

Research has shown that 53% of users abandon mobile sites that take over 3 seconds to load. 3 seconds!? Now that may seem ridiculous, but when I rack my brain I can think of multiple sites I’ve used that where if it hasn’t loaded almost immediately, I’ve either loaded up a native app or started typing into the search bar to find different options. And it gets worse for slower performing sites; if you keep mobile users waiting just 1s to 5s, the probability of them bouncing spikes by 90%. Add just one more second, and that figure rises to 106%

So what can you do?


Brands need to be utilising their digital platforms to improve user experience. With so much competition these days it can be hard to be heard above the crowd and if you’re making your users fed up with your product because of poor user experience, it’s more than likely that they’ll end up looking somewhere else.

95% of leading marketers agree that to truly matter, marketing and data analytics KPIs must be tied to broader business goals. So it seems clear, speed plays a super important part in digital revenue and overall experience. There are a number of ways to collect and analyse data to see where your users are switching off.

One of the ways we have been helping our own clients with this problem is offering user experience audits and conversion rate optimisation work in order to fully understand where problems may lie in an app or website. We can then show how we would tweak aspects of a website or app to ensure quicker loading times and encourage users to take valuable actions.

One example of this is our website we created for The Laughing Cow.

The Laughing Cow wanted to own “snacking moments” and had been using media and advertising to drive traffic to their site. However, users were losing interest quickly and bouncing due to suboptimal UX, uninspiring content and easily missed, confusing calls to action.

Taking insights from the existing site & high performing content on media spend - we re-mapped the site & user journey and recreated a site that was user-centric & had the target audience’s digital user behaviours at its core.

We ran a 12 week optimisation period post-launch in which we A/B tested different elements. Our experiments enabled us to drive a comparative Q1 bounce rate decrease of 22% along with an increase in email newsletter sign ups from 1.6% to 7.8% of website visitors.

We live in a world where speed is now something we take for granted. Long gone are the days of waiting for a website to load up on a computer, painstakingly watching the image and text load bit by bit. We expect instant results and to be able to search for something without thinking twice.

It’s clear that having a website which runs smoothly is as important as what content is on it, so make sure you’re not only giving your users the best content but giving them the best experience possible as well.


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