The impact of page load times on UX

ksd. blog | The impact of page load times on UX

Many people mistakenly believe that UX is just a visual thing. And yeah, visual design does play a role in user experience.

But it’s not the only thing.

As you can sense, MANY factors come together and contribute to a product’s UX, some of which you may not even realize.

Like page loads, for instance.

To understand this, and why page load times are a major benchmark in some industries, it’s important to understand that people interact and respond to technology in the same way that they interact and respond to people and places. The emotional connections and reactions that people have with, say, standing in line at the grocery store are not unlike the connections and reactions they have to completing tasks on a website.

And all of those “passionate” feels that people have in response to unforeseen circumstances can also be applied to technical glitches.

So it’s not surprising to learn that even a two-second delay can result in abandonment rates of up to 87 percent. Or that a one-second improvement can lead to a 5-10% increase in daily sales revenue.

If that doesn’t convince you, perhaps the almighty Google — who includes page load speeds in its ranking algorithm — will.

But that’s an SEO thing that we’ll leave to the SEO experts of the world.

Alright, back to UX. I didn’t write this to berate you or depress you. I wanted to prove that UX is more than the visual things, and that you don’t have to run to a wireframe every time you want to make an improvement (even though wireframing is so much fun!).

Did I mention that for some, shaving off milliseconds is enough to boost conversions and user happiness?

If you want to get going, check out 15 Website Speed Test Tools for Analyzing Web Performance for a list of online tools that will analyze your load speed and offer suggestions for improvement.

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Until next time,
K

image: Public Domain CC0 1.0