- Video
Pretty websites don’t convert. Prove me wrong
I'm a web designer and I don't care how pretty your website is. If it takes more than five seconds to load, I've gone.
▶Play the video: Pretty websites don’t convert. Prove me wrongAs somebody landing on your website, I don’t care how pretty it is. I say that as a web designer. If it takes more than five seconds to load, you’ve lost me, and you’ve lost the sale.
Every animation, every parallax effect, every video, every image slows the page down. Slow websites don’t convert. So stop adding fancy effects and start stripping them out, especially the ones that aren’t doing a job.
Your site needs to load fast. Annoyingly fast. Boringly quick.
It isn’t only me saying this. Amazon did the research on their own website and found every extra 0.1 seconds of load time cost them around 1% in sales. On a site that size, that’s an enormous amount of money.
A boring website that loads instantly will always beat a beautiful one that takes six or ten seconds, because nobody waits long enough to see the beautiful one. If you want to know where yours stands, start with PageSpeed Insights.
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Read the full transcript
as a user or a person coming to your website, I don't care how pretty it is. And I'm saying that as a web designer, if it takes more than 5 seconds to load, you've already lost me and you've already lost potential sales. Every animation, every parallax effect, every video, every image, it's all slowing your website down. And slow websites just don't convert. So, what we need to think about is stop adding fancy effects and start actually stripping them out, especially unnecessary ones.
Your site needs to load fast. Like annoyingly fast. Like boringly quick. And I'm not just the person saying this. This is what Amazon found out as well.
They did a bunch of research on their website and they found every 0.1 second of extra load time on their website cost them around 1% in sales. I'm sure you can appreciate that is a massive impact on a site as big as Amazon. And that's simply because a boring fast website that loads instantly will always be a slow, beautiful website that takes six or 10 seconds to load because no one will actually get to the website.