: Effect of page speed on ad revenue I'm thinking of slowing my pageloads a bit, and want to know how much ad revenue will decrease due to the slowness. For ads on a revenue-per-impression (CPM)
I'm thinking of slowing my pageloads a bit, and want to know how much ad revenue will decrease due to the slowness.
For ads on a revenue-per-impression (CPM) basis, I have to worry about
decreased initial traffic ("landings", if you will) and
an increase in the number of people who leave.
The second one — those who leave — has been covered. But is there a good, recent study on the decrease in landings? (One thing that affects landings is the fact that Google shows a slower-loading page lower among search results, though general site reputation also depends on page speed and affects landings.)
And as to ads on revenue-per-click (CPC) basis: Are there any data on the decrease in clicks when pages are slower-loading? (E.g., on whether those fewer people who stick around on a slower site are those who click more (or less), and to what extent.)
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I don't have any data that directly correlates page speed with click thrus. However, this article shows how important page speed is in a variety of other areas and may be useful to you:
Amazon: 100 ms delay caused a drop in revenue.
Google: 400 ms delay caused a 0.59% decrease in search requests per
user.
Yahoo!: 400 ms delay caused a 5-9% decrease in traffic.
Bing: 2 seconds delay caused a 4.3% drop in revenue per user.
Mozilla made their download page 2.2 seconds faster and was rewarded
with an increase of 15.4% in downloads.
Google Maps reduced the file volume by 30% and observed a 30%
increase in map requests.
Netflix, which uses Appdynamics to monitor their performance,
enabled gzip on the server; simply by this single action pages became
13-25% faster and saved 50% of traffic volume!
Shopzilla succeeded in reducing the loading time from 7 down to 2
seconds, whereby the conversion rate increased by 7-12, they observed
a 25% increase in page requests, they were able to retire 50% of their
servers, thus saving energy costs.
AOL observed the number of page views on several websites. While the
fastest users requested 7-8 pages, the slowest only viewed 3-4.
Edmunds got down from over 10 seconds to less than 2, adding 17%
page views and increasing revenue by 3%.
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