How Fast is Your Website?
An article about web page load times caught my eye, and it’s worth look. Published by HubSpot, the article titled How Page Load Time Affects Conversion Rates: 12 Case Studies offers an infographic that tells a compelling story. Most arts organizations don’t sell $100,000 of tickets in a given day, but this consumer research shows for organizations that sell that much, a 1-second improvement in page load time will garner an additional $7,000 of sales!
Most every conversation I’ve had with arts managers concerning their websites have to do with site design as if that’s the only thing that matters. Yes, it does matter, but this article points out that your site hosting and load time (based on design) may influence your potential ticket buyers or donors more than you think. Turns out that almost half of online shoppers expect sites to load in 2 seconds or less on a desktop computer and a bit longer on a mobile device.
When was the last time you benchmarked your organization’s site load time? If your site is sluggish, this is a relatively important (and possibly easy) thing to fix.