Website Speed Statistics

• 47% of people expect an average site to load in under 2 seconds.
• 53% of people leave a page if it takes longer than three seconds to load on their mobile devices.
• For B2B websites, a site that loads in 1 second has a conversion rate 3x higher than a site that loads in 5 seconds and 5x higher than a site that loads in 10 seconds.
• A one-second delay in mobile load times can impact conversion rates by up to 20%.
• 79% of shoppers who are dissatisfied with site performance say they’re less likely to purchase from the same site again.
• Every 1-second delay reduces user satisfaction by 16%.
• 43% of site owners plan to invest in improvements to better website speed and performance.
• As the page load time increases from 1 to 10 seconds, the probability of bounce rate increases up to 123%.
• On average, 53% of the websites on the internet have a good CWV score for desktop sites, and 41% have a good CWV score on mobile.

• 47% of people expect an average site to load in under 2 seconds. [Source]
• 53% of people leave a page if it takes longer than three seconds to load on their mobile devices. [Source]
• Nearly 70% of consumers say page speed impacts their willingness to buy from an online retailer. [Source]
• 54% of people say that as the load time for a brand’s mobile site increases, so does their frustration. [Source]

• A one-second site loading speed delay might decrease conversions by 7%. [Source]
• Online businesses lost nearly $2.6 billion in revenue because of slow loading speed. [Source]
• A one-second delay in mobile load times can impact conversion rates by up to 20%. [Source]
• One study found that a two-second delay in load times increases the shopping cart abandonment rate to 87%. [Source]
• When pages load in 1 second, the average conversion rate is almost 40%. At a 2-second load time, the conversion rate already drops to 34%. At 3 seconds, the conversion rate begins to level off at 29% and reaches its lowest at a 6-second load time. [Source]
• For B2B websites, a site that loads in 1 second has a conversion rate 3x higher than a site that loads in 5 seconds and 5x higher than a site that loads in 10 seconds. [Source]
• Akamai analyzed global mobile session traffic and calculated the peak conversion rate of 4.75% was reached when the page load time was 3.3 seconds. A one-second increase brought the conversion rate down to 3.52%, a 26% drop. Clearly, a slower page load time has a negative effect on users and their propensity to purchase. [Source]
• 79% of shoppers who are dissatisfied with site performance say they’re less likely to purchase from the same site again. [Source]

• 39% of visitors will close the website if images take too long to load. [Source]
• The probability of bounce increases 32% as page load time goes from 1 second to 3 seconds. [Source]
• 54% of people say that as the load time for a brand’s mobile site increases, so does their frustration. [Source]
• Every 1-second delay reduces user satisfaction by 16%. [Source]

• 43% of site owners plan to invest in improvements to better website speed and performance. [Source]
• Since 2019, the improvement in B2B website page load time has been flat, with 82% of the websites loading in 5 seconds or less. [Source]
• For B2C websites, there is a slight improvement in site speed compared to pre-pandemic levels, with more websites loading in under 5 seconds. [Source]
• The average Core Web Vitals score among top website builders is consistently improving. [Source]

• A two-second web page load time delay increases bounce rates by 103 percent. [Source]
• The probability of bounce increases 32% as page load time goes from 1 second to 3 seconds. [Source]
• As the page load time increases from 1 to 10 seconds, the bounce rate increases up to 123%. [Source]

Core Web Vitals (CWV) is a set of metrics that measure real-world user experience for loading performance, interactivity, and visual stability of the page.

In essence, a good CWV score means good user experience. On average, 53% of the websites on the internet have a good CWV score for desktop sites, and 41% have a good CWV score on mobile.

I analyzed this ongoing CWV technology report that tracks CWV of millions of website builder-made websites to see how they fare to the global average. I have marked above-average scores green and below-average red.

Many big companies have tested/researched how website performance affects their business performance. Below are the findings of a few interesting case studies. (Unlike most statistics above, many of these findings are old, so I have mentioned the research/study year in brackets.)

• Amazon (2009) - Every 100ms of latency reduced sales by 1%. This would translate to over $5 billion in lost sales in 2023.
• Google (2009) - Slight delays decreased user engagement over time. A 400-millisecond latency meant 0.21% fewer searches for Google.
• Firefox (2010) - A 2.2-second speed improvement increased download conversions by 15.4%.
• Walmart (2012) - A 100ms speed improvement boosted incremental revenue by 1%, and 1s less load time meant 2% more conversions.
• Staples (2014) - Homepage load time reduced by 1s improved conversions by approximately 10%.
• Optimizely (2015) - A deliberate 8-second delay decreased pageviews by 17.52%.
• Financial Times (2016) - A 1-second delay led to a 4.6% drop in article views.
• Mobify (2016) - Each 100ms checkout speed improvement increased conversions by 1.55%.
• Zitmaxx Wonen (2017) - Achieving a perfect PageSpeed score increased mobile conversions by 50.2%.
• Google (2017) - A 1 to 3s load time increase raised the bounce rate by 32%.
• Netflix (2018) - Optimizing front-end assets halved the time to interactive (TTI).
• BBC (2018) - BBC’s website loses 10% of its visitors for every additional second of load time.
• Furnspace (2018,) - Image optimization cut load times by 65%, doubling conversions.
• Google (2019) - Speed improvements reduced the abandonment rate by 20% globally after making speed a ranking factor.
• Google (2020) - Meeting Core Web Vitals standards reduced abandonment rates by up to 24%.
• NDTV (2020) - A 55% LCP improvement halved the bounce rate.
• Tokopedia (2020) - Web performance optimizations led to a 35% increase in CTR and an 8% rise in conversions.
• Vodafone (2021) - A 31% LCP improvement resulted in an 8% increase in sales.
• Swappie (2021) - Improving Core Web Vitals cut load time by 23% and increased mobile revenue by 42%.
• Renault (2021) - A 1-second LCP improvement led to a 13% rise in conversions.