One-second site speed boost can increase conversions by 27%—start maximizing profits now
Website speed can make or break the customer experience. Effective site speed optimization is crucial; if a site takes too long to load, people get frustrated, abandon their carts, or look for other options. Even loyal customers can only be so patient before slow performance starts to erode trust.
This report takes a closer look at how website speed impacts shopping behavior, customer loyalty, and business growth.
Key points
- During a typical shopping experience, 43% of consumers get frustrated if a website doesn’t load within 10 seconds, and 22% would abandon the website.
- Website speed reflects a brand’s quality: 53% of consumers believe a website’s speed is a reflection of brand quality.
- Overall, 76% of consumers have abandoned a cart due to slow website speeds; 39% have abandoned a cart valued over $100.
- 1 in 2 consumers are willing to endure up to 5 poor website performance experiences before permanently losing trust in a brand.
- 12% of consumers value website user experiences more than product quality when it comes to brand loyalty for online shopping.
Customer patience and abandonment rates
How long will customers wait? The 10-second rule in site speed
In this section, we explore consumer patience, brand loyalty, and how website performance influences consumer decisions.
- 43% of consumers get frustrated if a site doesn’t load within 10 seconds.
- 22% abandon the website entirely if the delay persists.
Percentage of consumers willing to wait up to 10 seconds before getting frustrated during:
- A limited-time offer period: 44%
- Black Friday / Cyber Monday shopping: 38%
- Christmas shopping: 37%
Percentage of consumers willing to wait up to 10 seconds before abandoning the website during:
- A limited-time offer period: 22%
- Black Friday / Cyber Monday shopping: 21%
- Christmas shopping: 20%
Site speed and brand perception
Why website speed equals brand quality in the eyes of consumers
When shopping online, 43% of consumers said they get frustrated if a site takes longer than 10 seconds to load. Even worse, 22% said they would abandon the site entirely, moving on to other options. For ecommerce businesses, that’s a lot of potential revenue lost in just a few seconds.
Customers will wait longer for a site to load if it’s from a brand they know and love
While performance issues still hurt, brand trust can buy businesses some time when things go wrong. Beyond convenience, website speed also shapes how shoppers feel about a brand.
Consumers believe a website’s speed reflects brand quality
A fast website builds confidence, while a slow one can leave customers doubting whether the business is worth their time – or their money.
Consumers have abandoned a cart due to slow website speeds, impacting brand trust and perception
You’ll want to also remember that beyond influencing brand perception, website speed also impacts SEO. Search engines like Google prioritize fast-loading sites, making site speed optimization essential not only for customer trust but also for improving visibility in search results. Which is why 53% of consumers validated in the survey viewed website speed as a reflection of brand quality. And why it’s important to not forget that optimal website performance can boost both trust and SEO rankings.
Financial impact of site speed on conversions
Counting the cost—slow speeds and lost revenue opportunities
This section explores the financial impact of abandoned carts and how poor site performance drives customers to competitors.
However, loyal customers are more forgiving:
- Average abandoned cart value due to slow website speeds is $65.
- During high-traffic events, like Black Friday and Cyber Monday, abandoned carts averaged $73.95, revealing revenue losses due to speed issues.
Speeding up your website is critical to your bottom line. According to Google research, a one-second improvement in website speed can increase conversions for mobile users by up to 27%.
“The fastest site speeds come from a robust infrastructure supporting a well maintained application”
Brooke Oates
Technical Project Manager for Liquid Web
“The fastest site speeds come from a robust infrastructure supporting a well maintained application,” explains Brooke Oates, Technical Project Manager for Liquid Web.
“Raw power can only get you so far, which is why it’s important to have a web host that provides application specific optimizations within their platform to achieve a great visitor experience.
Couple that with core web vital fixes at a page level to improve conversion rates and your brand can now retain and build trust, while improving its bottom line continually.”
What happens when a site is too slow?
76% of consumers abandon their shopping carts altogether
The average value of these abandoned carts was $65, with 39% of shoppers leaving behind carts worth over $100.
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Slow websites not only lead to abandoned carts but also impact overall ecommerce cart abandonment rates, with more than 3 in 4 consumers reporting they have left carts behind due to slow speeds.
High-traffic shopping events like Black Friday and Cyber Monday have seen the biggest hits compared to other shopping experiences.
$75.12
Average value left behind by Cyber Monday shoppers
$72.77
Average value left behind by Black Friday shoppers
$70.89
Average value left behind by Christmas shoppers
Addressing these speed issues is essential for reducing ecommerce cart abandonment and protecting revenue.
You’ll want to also remember that beyond influencing brand perception, website speed also impacts SEO. Search engines like Google prioritize fast-loading sites, making site speed optimization essential not only for customer trust but also for improving visibility in search results. Which is why 53% of consumers validated in the survey viewed website speed as a reflection of brand quality. And why it’s important to not forget that optimal website performance can boost both trust and SEO rankings.
Competitive impact of site speed
Speed or lose: How slow sites push customers to their competitors
Slow websites not only lead to abandoned carts but also send customers to competitors. More than half of consumers (55%) said they’ve switched to a competitor’s site when faced with delays, which shows how easily businesses can lose customers to faster alternatives.
Get our proven Black Friday success guide—crafted for ecommerce pros.
Loyalty vs. site performance
Testing patience: How many slow experiences will a loyal customer tolerate?
How far will consumers go before poor website performance permanently erodes trust? We end our report with a look at the balance between loyalty, product appeal, and site performance.
Half of consumers said they would tolerate up to five poor website experiences before losing trust in a brand for good.
However, product desirability can extend their patience — 72% of shoppers were willing to overlook speed issues if the product they wanted was unique or hard to find elsewhere.
A proactive customer retention strategy that emphasizes high site performance can help reduce the risk of lost loyalty, ensuring customers remain satisfied and engaged despite occasional slowdowns.
Product quality also matters to many shoppers. For 88% of consumers, product quality takes priority over website performance when it comes to staying loyal to a brand. Still, more than 1 in 10 said they value website performance more.
The value of consistent speed
Consistency wins: How fast sites build lasting trust and customer loyalty
Fast websites keep customers happy, build trust, and create lasting loyalty. While people may forgive the occasional slowdown, consistent performance is what keeps them coming back.
Businesses that prioritize speed will be in a better position to attract new customers, retain loyal ones, and grow. At the end of the day, a smooth online experience isn’t just a nice touch – it’s what sets successful businesses apart.
- 88% of consumers prioritize product quality, but 12% value website performance even more when it comes to brand loyalty.
- Don’t waste your customers’ precious time. Consistent speed boosts customer satisfaction, loyalty, and repeat purchases.
“At Liquid Web, we understand that site speed isn’t just a feature—it’s a competitive edge.”
Sachin Puri
Chief Growth Officer, Liquid Web
“In today’s digital landscape, every second counts. Our research shows that while some customers might wait an astonishing 10 seconds for a highly desired item, 76% will abandon their shopping carts if a site is too slow.
It starts with choosing a fast hosting provider and optimizing individual pages for Core Web Vitals to deliver the speed customers expect.
At Liquid Web, we understand that site speed isn’t just a feature – it’s a competitive edge. Brands need to prioritize speed to retain customers and thrive in a fast-paced, social-driven market.” — Sachin Puri, Chief Growth Officer, Liquid Web
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