Just like in Jaws, there’s something lurking beneath the surface of your conversion rates and affecting your return on ad spend. It has nothing to do with your copy, creative, or offers but it’s turning your customers away in droves just the same.
What is it? Your website load time.
You’re likely thinking, “Come on Amanda, my website loads in less than 12 seconds. That can’t have THAT much of an effect on the number of conversions.”
Sorry darlin’ (I’m from the South, I get to say things like that), but you’re wrong. Taking just 11.5 seconds to load cost one of our e-commerce clients a 63% loss in revenue per session and a 20% decrease in conversions for a lead generation brand.