Does the speed of my web matter?

If you are asking this question, I have to tell you YES, MATTER AND MUCH! Speed affects conversion.

At present the speed of loading of your web page directly influences the design of interaction with the users; So I will try to give several tips to optimize your site to the maximum without causing the same stress that is generated when watching a movie of fear ... (and it's not a joke!)

Unlike what was believed 20 years ago, the slowness of current web pages is usually caused by delays in the server or widgest of extravagant pages and not by the size of the images. Nowadays most people have broadband, so you might think that download times are no longer a usability concern. And yes, downloading actual images is rarely a problem for current users (although images can cause delays on mobile devices).

However, response times are as relevant as ever. It is a basic UI design rule dictated by human needs, not by individual technologies. By this I mean that our brain does not work as well if it has to wait, are limitations of memory and attention that condition us. In addition to this, as a human aspiration, we like to have control of our destiny without dealing with the whims of the computer and when companies make us wait, instead of offering a receptive service, we seem arrogant or incompetent ...

That's why a fast user experience surpasses a glamorous one, for the simple reason that our audience gets more involved with a site when it can move freely and focus on the content, rather than its endless waiting load. Slow (or speed) is such an impact that it can become one of the brand values that customers associate with a site, in fact it is one of the fundamental factors in the "conversion" of users to customers.

If you are wondering What is the response time limit? Here are some indexes:

0.1 seconds gives the sensation of instantaneous response, ie it feels like it was caused by the user, not by the computer. This level of responsiveness is essential to withstand the sensation of direct manipulation (technique to increase commitment and user control). 

1 second keeps the user's thought flow smooth. Users may feel a delay, and so know that the computer is generating the result, but still feel the control of the overall experience. This degree of responsiveness is necessary for good navigation. 

Up to 10 seconds we managed to keep the user's attention. From 1 to 10 seconds, users certainly feel at the mercy of the computer and wish they were faster, but they can not handle it. After 10 seconds, they start thinking about other things, making it more difficult to get the user to focus once the site has "loaded".

A delay of more than 10 seconds will cause users to leave the site immediately, even if they stay, it is more difficult for them to understand what is going on. A few seconds of delay is enough to create an unpleasant user experience. Users no longer have control, and they consciously bother to have to wait for the computer. Therefore, with repeated short delays, users give up unless they are very committed to performing the task. The result? You can easily lose half of your sales (with less committed customers) simply because your site is one too slow for each page.

Now how can we solve this? Here are some recommendations:

- Anything that takes more than a second, should be warned to the user with a loading icon or similar.

- In these cases it is important for the user to offer them the perception of time; This can be solved with a load bar, for example.

In our next entry we will treat the "Widgest" and we will continue with more info on this subject.

Do you notice that your website is slow? Contact us!


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