The bottom chart (in grey) shows the loading times that all users actually experienced on the old site. The bar next to it represents users who experienced a loading time of between 2 and 3 seconds. For example, the first bar from the left represents users who experienced a loading time of less than 2 seconds. The top chart (in orange) shows the conversion rate on the old site, segmented by loading time. With cold, hard facts we were able to show that every additional second of page load time resulted in 15-20% lower revenue and sales. When pitching our executives, we made our case stronger by turning to our historical performance data on Google Analytics to clearly show the correlation between loading time and conversion rates. This makes it even more challenging to persuade executives to invest in speed. However, if you operate in an established sector like us with a strong brick-and-mortar strategy for distribution channels, the impact of digital speed is not as obvious, because digital is not the only source of our sales. For digital companies with little to no physical presence the impact of this is obvious, especially when it comes to mobile apps where our internal research clearly shows that the single most important reason for app de-installation is speed. We all know that feeling of anxiety that turns into irritation when a website takes forever to load. We also provide IT and integration services, leased lines, and other telecommunications value-added services and equipment.
(part of the international Orange Group) is a leading provider of telecommunications services in Poland, including mobile and fixed telecommunications services such as voice, data, internet access, and television. The authors of this case study are Orange employees and worked on the PWA project.
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