With visions of holiday campaigns and jolly green dollar signs dancing in their heads, many marketers overlook the most important part of a successful online holiday campaign: Web performance. It’s where speed and user experience come together.
For example, websites that take longer than three seconds to load immediately lose 80% of site visitors, and 40% never return. Along those same lines, every 1-second delay results in a 16% drop in customer satisfaction. Site visitors don’t turn into pumpkins after three seconds, but attempting to engage with a sluggish site is frustrating, especially when you consider that people perceive sites to be 15% slower than they really are. A non-optimized landing page is lucky to convert 50% as much as when it’s been tuned. Now, that’s downright terrifying!
And let’s not forget widgets. They sound cute, but these sharp-toothed little monsters are devouring sites left and right. In fact, the most popular marketing widgets are known to suck the speed out of a website, dragging performance into the ground and actually harming your conversion. That’s right… All those must-have third-party widgets that are supposed to improve your marketing efforts are killing your conversion rates. This is no ghost story; every one-second website delay causes a 7% DROP in conversion.
What’s a marketer to do? Don’t let poor web performance kill your holiday marketing dreams. With a few quick adjustments, you can tame widgets, ground high-flying bounces and send conversion rates soaring.
For those widgets already in place, continually assess performance by examining the asset in a waterfall chart like those on websitetest.com and webpagetest.org. If any one widget is dragging down performance noticeably, it might be time to drop it.
For the third-party assets you simply can’t live without, the best way to maintain performance is to ensure that they load asynchronously.
The worst: This script will completely block page loading if getting the script is slow.