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21 Website Speed Stats Your Small Business Should Know

On the internet, speed is everything — and that’s especially true when it comes to your website.

If your site loads slowly, you’re likely to lose potential customers before they even have a chance to see what you have to offer. What’s more, slow websites can negatively impact your search engine rankings, making it harder for people to find you in the first place.

Life's too short for slow load times

The good news is that there are plenty of ways to improve your website load speed. Here are 21 website speed statistics that every small business should know.

Website Speed Statistics

The loading time of your website can have a profound impact on your business. Below are 21 website speed stats that will show you just how important it is to have a fast website:

  1. According to Google, the average website should load in under 22 seconds on mobile and 10.3 seconds on desktop. (

  2. When Etsy added 160KB of images to their mobile page, they saw a 12% increase in the percentage of visitors who left the page without clicking anything. (

  3. Mobile web pages take a longer time to load than their desktop versions. (

  4. As page load time increases from 1 second to 3 seconds, the probability of a user bouncing away from the site increases by 32%. (

  5. Websites that take one second or less to load have conversion rates of 39% for lead generation. (

  6. Revelry, a bridesmaid dress retailer, relaunched its eCommerce site with an updated version of its eCommerce platform and smaller images. The site now loads 43% faster, bounce rates have dropped 8%, and conversion has increased by 30%. (

  7. Conversion rates can drop by as much as 22% for every second that it takes for a page to load. (

  8. If an online store is irritatingly slow, 70% of consumers become less willing to make a purchase. (Unbounce, 2019)

  9. Pages with load times of zero to two seconds have the highest eCommerce conversion rates. (Portent, 2019)

  10. A one-second delay in page response can result in a 7% reduction in conversions. (Trinity, 2019)

  11. 86% of pages from business-to-consumer websites load in less than five seconds. (

  12. Amazon found that for every 100 milliseconds of latency, they lost 1% of sales. (Gigaspaces, 2019)

  13. 79% of customers who have issues with the performance of a website say they will not return to the website to make another purchase. (

  14. 47% of people expect a website to load in 2 seconds or less. (

  15. Compressing your images could reduce the size of your website by up to 1MB. (

  16. When there is a delay of one second in Bing, there is a 2.8% decrease in revenue. A delay of two seconds results in a 4.3% decrease. (

  17. Less than 50 separate pieces of content must be displayed in order to show the entire mobile web page. (thinkwithgoogle, 2018)

  18. Walmart found that for every 100ms of download site speed, they saw a 1% increase in conversions. (

  19. Facebook’s prefetching reduces the load time of a website by up to 25%. (

  20. Vodafone increased its LCP by 31%, which resulted in an 8% increase in sales, a 15% increase in lead-to-visit rate, and an 11% increase in cart-to-visit rate. (

  21. If a website’s load time was cut from 13 seconds to 10 seconds, 10% of average consumers would be more likely to recommend the website to their friends. (

Frequently Ask Questions

Does site speed affect your SEO?

Yes. Site speed is one of the many factors that Google takes into consideration when determining your SEO ranking. A website that has a quick average page loading speed is more likely to rank higher than a website that suffers from slow loading times.



What is a good website response time?

The average website should load in under 200ms. This is the time it takes for the server to respond to the request.

What factors affect website speed?

There are a number of speed factors that can affect your website, including image size, server response time, and code optimization. Too many widgets and plugins can also result in an increase in load time, so be sure to keep your site clean and lean.



How can I increase my website speed?

There are a number of ways to increase your website speed. One way is to optimize your website by compressing images and keeping your code well-organized. You can also take advantage of content delivery networks (CDNs) to improve your site’s performance. Finally, use caching to store frequently accessed files on the visitor’s computer, so they don’t have to be downloaded each time they visit your website.

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Tools You Can Use to Improve Your Website Speed

While website speed stats are important to know, the most important thing is taking action to improve the speed of your website.

Fortunately, there are a number of tools you can use to improve your website speed.

One such tool is Google PageSpeed Insights.

This tool provides insights into how your website is performing and offers recommendations for improvement. It can also provide documentation to help you make the necessary changes to improve your website speed.

AJ Blog Graphic - Test PageSpeed

Another useful tool is GTmetrix. The tool analyzes your site’s code, compares it to industry best practices, and then generates a report that provides actionable insights on how to improve your site’s performance. It also offers a variety of features that let you customize the reports it generates and track your site’s speed over time.

AJ Blog Graphic - Test GTmetrix

These tools can tell you why your site isn’t loading as quickly as it should be and give you steps to take to optimize your site’s performance.

Final Thoughts

Speed is critical to the success of your website, and it should be given the attention it deserves. By understanding the statistics surrounding website speed, you can see just how important it is to have a fast website and find small changes you can make that might lead to big differences in your website’s performance.

As a business owner, it’s important to stay up-to-date on the latest website trends and best practices. After all, your website is often the first impression potential customers and online shoppers have of your business.

If you’re looking for help with your website, Agency Jet offers a free, guided website assessment that can help you identify areas for improvement. Those who have taken advantage have called it the best 90 minutes in marketing, and it’s a great way to get started on the path to a faster, better website.

If you want to see your average page load time, see what your bounce rate is and get real-time feedback on your website's user-experience from an expert, our website audit is a great place to start.

Free website audit button - Agency Jet