Slow-loading sites are killing your business

Site speed is crucial to businesses across all industries, and lately, there’s been a lot of focus on mobile site speed and user-friendly sites in general. Adding fuel to that fire, Google has released a report analyzing and detailing the top 500 visited sites in retail, finance and travel across Europe, Middle East, and Africa, to determine who the ‘mobile masters’ are. 

This report comes in the wake of a report last year, where Google ranked Denmark 13th in a study of site speed across Europe. We can’t just sit this one out - so let’s look at some of the numbers. In 2006, the 'average' user expected a website to load in 4 seconds. Today, that same user expects the page to load in 2 seconds or less. Slow load time leads to dissatisfaction more often than any other factor.

"In 2006, the 'average' user expected a website to load in 4 seconds. Today, the same user expects the page to load in 2 seconds or less".'

But what does a couple of seconds mean? Is it really that important? The short answer, yes, it’s THAT important. One of Aberdeen's Benchmark reports shows that a 1-second delay results in 11% fewer page views, 16% decrease in customer satisfaction, and a 7% conversion loss. Which makes it obvious why we place such emphasis on the fact that our customers’ sites load quickly.



Peak performance - all the time

We’ve been keeping an eye on those numbers for years, measuring our clients’ sites continuously to be able to improve them constantly. In September 2017 we launched, in cooperation with SPORTMASTER, their new website We had one goal in mind in the development phase: performance. Working under the vision headline "effortless shopping experience" we reduced the loading time on the site as well as optimized the experienced speed. 

Need for speed

Speed can be perceived in several different ways. One way is the speed of loading a page with all its content (images, video, appearance, etc.). That time is important for both the user experience, but especially for how it's ranked with Google and other search engines.

"We had one goal in mind in the development phase: performance".

Another way is the experienced speed for the user. We have focused on loading the most important items first. This makes the user feel that the site is loaded quickly, but more importantly, the site has been switched from a traditional "load-side-from-server-time" to an application that runs locally in the browser on people's computers. This makes the site and the overall experience much quicker for the user when you subsequently navigate and interact with the site.

So, while it's more than possible that many Danish sites load slowly, we've made it our mission to avoid this, because we know the consequences of it. So if your website is running a little too slow for your, or your customers’, liking, don’t hold back - give us a call, or send us an email,  and we’ll help you get back on track. 


Tommy Davis

COO, Adapt