User Experience Design Blog

Commentary on strategy and design of interactive products.

More Evidence that Speed Is Key to User Experience

February 11th, 2009 by Sergio Paluch

A while back, Marissa Mayer of Google shared some very compelling research results at a Web 2.0 conference. In essence, she stated that an additional delay of 0.5 seconds to page-load time caused a 20% drop in traffic. Naturally, the first question that came to mind is whether this was an isolated case, or if others were finding such large repercussions for similarly small interaction delays. Greg Linden, writes a very compelling account, on his blog Geeking with Greg, where he remarks that the findings that Marissa shared mirror his own research experience at Amazon:

[We] had a similar experience at Amazon.com. In A/B tests, we tried delaying the page in increments of 100 milliseconds and found that even very small delays would result in substantial and costly drops in revenue.

Reading that two mammoth websites like Google and Amazon experienced very large drops in traffic and revenue due to fraction-of-a-second load delays underscores the importance of promptness in the user experience. It is a facet that is very often overlooked and eclipsed by sexier interaction paradigms. However, cool and flashy interactions are often load-intensive and can really slow down functionality and interactivity. Even with internet connectivity becoming faster by the day, much attention should be paid to the effect of user experience designs on load speeds.



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