4 second rule for websites
Research by Akamai and JupiterResearch have found a 4 second cutoff period for site download speed. A study of regular shoppers revealed not only will they leave the site, if the page doesn’t download in under 4 seconds, but will never return again.
“The critical takeaway from this research is that online shoppers not only demand quality site performance, they expect it,” said Brad Rinklin, vice president of marketing at Akamai. “Four seconds is the new benchmark by which a retail site will be judged, which leaves little room for error for retailers to maintain a loyal online customer base. Site performance becomes even more critical as retailers add more dynamic content and applications to their site.”
This may not come as a huge surprise to many in the web industry, as Marisa Mayer confirmed the need for speed by sharing Google’s findings on download speeds at the Web 2.0 conference last week. On a 8 week test where searches were shown 10 and 30 listings on the results page - The longer page with 30 listings underperformed in traffic and ad revenue by 20%.
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