The numbers are in: A slow website can have a negative impact on your auto repair shop's bottom line.
Consider the following reports from web industry leaders Google, Yahoo, Amazon, and AOL. In each instance, the engineers at these companies intentionally throttled the speed of their webpages, and then used analytics to measure the impact on their business. Here's what they learned:
For every 2% they throttled the speed, their users conducted 2% fewer searches. Meaning, they left the site. [Source]
For every 400ms in increased latency, the engineers observed a 5-9% drop in traffic! [Source]
For every 100ms of latency, Amazon reported a 1% loss in revenue! [Source]
This report from AOL includes several charts which plot out a direct correlation between site speed and page views. The slower the site, the fewer pages viewed.
Well, what do you know? Users of the internet don't appreciate being made to wait. Surprise, Surprise.
Alright, but how slow is slow?
There are two primary web-industry performance benchmarks:
The test results are quite technical, but it is usually easy to tell if something is wrong. An "A" grade and lots of green is good, whereas an "F" grade and lots of red is bad.
Remember: The world has gone mobile
More people access the internet from a handheld device than from a desktop machine. And, perhaps more relevant to the concerns of auto repair shop owners, more searches are conducted on mobile devices than on desktops. [Source: Google]
And since handheld devices on data networks will never be as fast as desktop machines on cable, this means that your performance baseline should be mobile centric.
Empathize with your target user. Pull over on the side of the road, and do a search on your phone for "auto repair near me". If you come up in the results – great! But, what happens after you tap on your link?
If it takes more than 3 seconds to load, there is a 40% chance that the visitor to your site will bounce out. [Source: Akamai / Gomez]
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To success — yours, and ours!