February 22, 2019
Although the chances of having a successful social media marketing campaign depend on some factors, people tend to focus more on social media advertising techniques and contents, while overlooking the effects of user experience. Whereas, a bad user experience, usually due to a slow website, will limit your conversion rates irrespective of how good your social media marketing campaign is.
In creating an excellent user experience, it is very important to ensure that the website runs smoothly and fast. The page load speed is more important than most people think – as indicated by a recent study of 395 marketers and 750 consumers. According to the study, consumers tend to exit pages that take longer to load, with the belief that they waited long enough. Furthermore, about 70% of digital consumers report that their decision to buy from an online retailer depends on how fast the page loads. And while most marketers understand the importance of optimized page speed, they do not consider it a priority.
From the findings of the study, we have identified the top ten ways your website speed may be affecting your social media marketing adversely.
10 Ways A Slow Website Adversely Affects Social Media Marketing
- As opposed to the recommended five seconds (or less) loading time by Google, 85% of landing pages in the study loads slower.
- Over the last three years, most web pages have maintained the same connection speed, despite 2x increase in size.
- Averagely, a web page will take 15 seconds to load on a mobile device.
- According to statistics, 50% of visitors to a web page tend to leave if the page doesn’t load after three seconds.
- About 75% of online shoppers leave a retail page if it doesn’t load after four seconds or more, although Google behavior data indicates that the average waiting time is three seconds.
- Android users tend to wait longer for a web page to load compared to iOS users – only 36% of iOS users would wait up to 13 seconds, as against 61% of Android users.
- Most online shoppers (about 70%) reports that their decision to purchase or not partly depends on how fast a page loads.
- Most users will most likely not return to a website with slow page load speeds – only 36% indicated a possible return.
- Visitors to web pages are fascinated by nice animations and visuals. However, most of these visitors are ready to give up these visuals for a faster page load speed.
- About 50% of users reported that they attempt to reload a page after waiting for three seconds without luck. Likewise, 22% would rather close the session, while 14% would move on to a competitor’s website.
So, if you are experiencing below-par conversions with your social media marketing campaigns, you should take a look at your page load speed. Users will most likely be discouraged to make a purchase if they fail to get a fast and valuable experience on your website, after clicking through your social media ads. Worse, they move on to purchase from your competitor.