Your slow page load speed could be losing customers and money

Performance is the heartbeat of success. Performance is a measurement of how well something (or someone) does in completing an objective or activity.  

The value of a performance focus touches our lives daily. From following your favorite sports team, in which every aspect of performance is recorded and analyzed, to our personal lives—how your child is doing at school, or your own individual performance at work—and all the way to business outcomes such as analyzing the performance of that new product release or the latest marketing campaign. We are all obsessed with how things perform for one reason: we want to make improvements. We want to be better tomorrow than we were today. 

Spoiler alert: Your website performance is no different. A high-performing website can mean the difference between capturing a customer’s attention or losing them to the competition in the blink of an eye. We live in an age of immediacy, where users expect lightning-fast experiences. A slow, sluggish website can cost millions in lost revenue and missed opportunities. Performance isn’t just a technical metric; it’s a reflection of your business’s readiness to serve customers efficiently and effectively. 

We are all customers. And we know that customers abandon slow websites just as fans lose interest in a team that doesn’t perform. It’s no coincidence that champions in both business and sport are the ones that focus on every small gain because those add up to winning results. 

Optimizing loading speed and website performance means you are boosting conversion rates. Source: Cloudflare. 

At Niteco, we are performance obsessives. So much so that we have invested heavily in our own proprietary performance tooling to keep us at the very cutting edge. Why? Because we know that it is critical in making a difference. We know from experience. We know from data-driven insight. We know because we focus on it to significantly improve outcomes for our customers. A high-performing website is not just a technical advantage—it's a competitive necessity. Whether you’re an eCommerce giant or a content-driven brochure site, the performance of your website directly impacts user experience, SEO rankings, and ultimately, your bottom line. But don't take my word for it. 

Niteco's performance insight tool provides you with an in-depth website performance analysis.

Critical areas affected by website performance 

Faster websites = Better user experience (UX)

Studies show that user patience online is incredibly low. A delay of even a few seconds can result in a significant drop in engagement. According to Google, 53% of mobile users abandon sites that take longer than 3 seconds to load. This means that if your site is slow, over half of your potential visitors may leave before even seeing your content or products. 

Performance directly impacts SEO rankings 

Google’s algorithms are increasingly focusing on user experience metrics like site speed and mobile optimization. Page speed has been a ranking factor for Google Search since 2018. With the advent of Core Web Vitals (May 2020), a set of metrics that Google uses to evaluate website performance and user experience, it is now more critical than ever. 

Boost conversions and sales (or Leads) 

For eCommerce businesses, even a slight delay can mean thousands in lost sales. Studies show that improving site speed by just one second can lead to a measurable increase in conversion rates. Amazon calculated that a tiny 100ms increase in page load time led to a 1% decrease in revenue (today that equates to $3.8 billion annual revenue). 

Or looking at that another way, a 1-second delay in page load can result in a -7% reduction in conversions. 

Real-life story from Niteco: Electrolux saw a remarkable 385% increase in conversion rates thanks to our ongoing technical maintenance and digital optimization. This incredible boost was achieved across over 200 eCommerce sites. Electrolux is just one example of how we’ve helped numerous clients significantly enhance their site performance and achieve outstanding results. 

"I don't sell anything, so performance and conversion don't matter to me" 

Conversion rates don't only apply to eCommerce businesses. Any website with a call to action, completing a form or contact us page, or downloading a file. Your goal is to get your user to convert, to take an action, to get in touch, to share their details, to create a lead for your sales and marketing teams. Better performance will result in longer session durations, increased dwell time, more interactions, and an overall stronger brand impression. 

Mobile optimization is crucial

More than 50% of global website traffic comes from mobile devices. If your website isn’t optimized for mobile performance—speed, responsiveness, and accessibility—you risk losing a large chunk of your audience. Mobile-first indexing by Google has raised the stakes further, meaning your website's mobile version is what primarily determines its SEO ranking. 

Differentiating in a competitive marketplace 

In a crowded market, performance is something that too many businesses overlook. Companies often spend vast amounts on marketing to drive traffic to their site, but if the site itself is slow, unresponsive, or poorly optimized, that investment is wasted. A fast, optimized website ensures that your marketing dollars are not squandered and provides a smoother path to conversion. 

Website performance is often seen as a trust indicator. A website that loads quickly and functions well reflects positively on your business and builds user confidence. If you aim to position your business as a forward-thinking, customer-centric leader, you have to pay attention to this.  

If you’re looking to enhance both your website performance and page load speed, we’ve got you covered. Check out our free audit tool to discover how to optimize your site effectively. 

16 key website performance stats to make you think

1. The average page load speed among sites ranking on page one of Google is 1.65 seconds (Blogging Wizard) 
2. A page load time on mobile of 10 seconds increases the bounce rate by +123% when compared to a one-second loading speed [Think with Google]. With more than 50% of global web traffic coming from mobile devices, optimising for mobile performance is critical [Statista] 
3. Google Consumer Insights also found that 53% of mobile site visits are abandoned if a page if it takes more than 3 seconds to load. [Think with Google] 
4. Website conversion rates drop by -4.42% with each second of load time that goes by, between zero and five seconds, according to an experiment by Portent.[Portent] 
5. Almost 70% of consumers have said that page speed impacts their willingness to buy from an online retailer, a page speed report found. [Unbounce] 
6. The average website takes around 8.6 seconds to load on mobile devices and 2.5 seconds on desktop. [Tool Tester] 
7. The top 10 ecommerce websites in the US have an average page load time of 1.96 seconds. [Blogging Wizard] 
8. Pages that take only two seconds to load have an average bounce rate of 6%, but pages that take five seconds to load have an average bounce rate of 38%. [Pingdom] 
9. A site that loads in 1 second has a conversion rate 3x higher than a site that takes 5 seconds. Moreover, the conversion rate is 5x higher for a site that loads in 1 second versus 10 seconds  [Techreport; Webtribunal] 
10. In a survey of 750 consumers, 70% of users say that an online retailer’s site speed has an impact on how willing they are to buy from that retailer. [Unbounce] 
11. 79% of shoppers who have trouble with site performance say they won’t return to the site to buy again. [Think with Google] 
12. For every second of additional page load time, conversion rates decrease by an average of -2.11%. [Thrive My Way]  
13. A 1 second delay on an ecommerce site that makes $100,000 per day, could cost $2.5 million per year in lost sales [Neil Patel] 
14. The BBC found that for every extra second of page load time, 10% of users will leave. [Creativebloq] 
15. Vodafone increased sales by 8% by optimizing LCP (Largest Contentful Paint) in their Core Web Vitals scores [Web.dev]  
16. A 1-second delay can reduce page views by 11%, decrease customer satisfaction by 16%, and slash conversion rates by 7% [Webtribunal] 

Invest in performance to skyrocket your business 

Website performance isn’t just a nice-to-have—it’s a critical business strategy. Whether you’re an eCommerce site looking to boost sales or a brand site aiming to provide information and build trust, investing in speed, optimization, and mobile responsiveness will help differentiate you in a highly competitive market. 

High-performing websites equal: 

• Better user experiences 
• Higher search rankings and more organic traffic 
• Increased conversions 
• Better brand trust and customer-centricity 

Niteco has built a global reputation for our ability to supercharge our customers' websites. We have the experts, the tools, and technology to deliver and the client case studies to prove it. Contact us today and have a no-obligation discussion with one of our experts on how we can help you to make your website lightning fast. 

In a digital-first world, your website is your front door—make sure it opens quickly and smoothly.