This is from the site WhichTestWon, a terrific site in itself for helping you develop a critical eye when it comes to split testing in direct marketing. It’s an interesting infographic about how poor website loading can affect how visitors will abandon a site. While the whole document is a great read, I found the most interesting part was 57% of travel site users give up on it after three seconds. And the average load time for the top 2,000 retail sites is 10 seconds.
As my younger daughter would say, “That’s really slow, Mom. Like if Taco (her pet box turtle) was walking in syrup.”
(Yeah I know I used “molasses” in my title, changing her original statement. I just put that in for dramatic effect and creative license).
The point is, are flashy graphics and animation really worth the trouble of having a site that doesn’t work (apologies to all those fabulous web designers out there)? Hopefully, this means that marketers will look more at good website content and what a site actually has to say, not just how it looks.