Landing page weight - significant to conversion rate?
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CEO at Connected
02 November 2009 13:21pm
We've had some fairly conclusive results running A/B tests over the years that show (generally) a lighter-weight (actual KB load) page converts better than a heavier version. With the growth in faster broadband speeds I suppose we should start to see this performance differential dissappearing. Thoughts?
Head of Ecommerce at Lovehoney
02 November 2009 15:39pm
Indeed, we've found the same thing - monitoring both with Keynote and the good old "activity" window in Safari. Whilst we, being digital types, take fast broadband for granted, remember a good 15-20% of your audience are likely to still be using IE6, on an older computer ( see my other forum post for that ).
You also have to consider the proliferation of 3G dongles and mobile devices, not everyone is browsing the site from their home PC.
Director at Ideal Interface
04 November 2009 13:29pm
There are considerable conversion improvements to be made by reducing the load time of your pages.
However, as broadband speeds improve, user expectation on what is a fast response time also changes. There used to be an expectation that users would wait up to 10 seconds for a page to download, now this is more like 2.
Just because broadband speeds increase, website developers should not make heavier and heavier pages.