Most marketers don't prioritize page speed because they don't think it affects their bottom line. However, page load has a direct impact on conversions and revenue.
Here's a very simple scenario, supported by industry data, to underscore why the way pages are built and powered is crucial for paid media initiatives and your overall business:
Let's say a paid media campaign drives 100,000 new visitors to a landing page that takes five seconds to load. Google says that 53% of mobile site visitors will leave a page that takes longer than three seconds to load. So of the 100K mobile site visitors you paid to bring to the page, ~50K are leaving immediately due to poor page performance alone.
Some studies even show that bounce rate increases approximately 100% for every two-second delay. So, if site load jumps to seven seconds, you'll pretty much lose all of the visitors your paid strategies brought in.
A Poor Site Experience Costs More Than You Realize
Page load plays a huge part in customer dissatisfaction, too. Continuing on with our previous example, let's classify the ~50K that didn't abandon the page as dissatisfied due to poor page performance. As HubSpot points out, 79% of them are less likely to buy again from the same website. That's ~40K visitors never coming back to the site due to poor page speed. The loss is even greater when you consider how valuable returning visitors are: They represent up to 48% of all transactions and spend almost 2x more than new visitors, according to Business Insider.
Plus, people love to spread the word about a bad experience, probably more than a good one. 40% of visitors who had a bad experience with a website's performance would tell a friend or a family member. So of your 50K dissatisfied visitors, 20K are talking negatively about your brand. If they tell only one person each, that's an opportunity cost of another 20K potential site visitors and customers.
The main takeaway? Your paid media has to work much, much harder when you neglect to optimize your site for performance.
Owned and Paid Media Should Work Together for Better Efficiency
And speaking of site improvements to help the bottom line, marketers can't overlook the value of owned content (e.g., articles, reviews, social feeds, etc.) and its impact on overall traffic and lead generation strategies. Sites tend to see significant lift in audience reach and conversion when content is paired with commerce: For e-commerce companies, content can account for up to 69% of total organic traffic. And, even more compelling, conversion rates have been 6x higher for companies that adopt content marketing.
RebelMouse's CMS makes it easy for brands to systematically optimize page speed performance and organic reach, which allows paid media to be more efficient.
RebelMouse allows clients to easily manage website layouts and components at any time, ensuring sites remain fast and are rewarded by Google and Facebook. Our platform features proprietary SEO tools designed to help clients optimize organic search with every post and better align paid and organic search strategies for increased efficiency. Similarly, our platform also includes proprietary social tools to organically build community and growth, and our data helps clients spot winning organic trends that can inform paid social media.
RebelMouse Is a Partner That Can Guide You
When it comes to content marketing, it's important to be mindful of the relationship between owned, earned, and paid media — it will only help your teams engage and convert more audiences into customers and brand loyalists. At RebelMouse, we're proud of how we work with brands and our ability to provide the expertise, best practices, and modern technology that help teams become better content marketers. If you're a brand marketer, feel free to reach out to us to learn how RebelMouse can help you be more strategic and effective in your content marketing efforts.
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- Why Poor Page Speed Is the No. 1 Killer of Reach and Revenue
- Google Redesigned How They Measure Page Speed. Here's What to Do About It
- Optimizing Page Speed on RebelMouse
- February 2019 Product Updates: Prioritizing Site Performance All Year Long
- Don't Lose New Followers to Slow Page Speed