Conversions fall by 12% for every one second delay in website load time

The Google research revealed a general trend for impatience, immediate action and last-minute planning. It showed that mobile searches for ‘same-day shipping’ have risen by over 120% since 2015. It also showed that these searches peak in the early morning. 

Similarly, searches for ‘open now’ have tripled in the past two years, and searches for ‘store hours’ have fallen.

People are also less tied to planning travel in advance: over the past two years, travel-related searches for ‘tonight’ and ‘today’ have grown over 150% on mobile. 

A telling facet of this fast-moving, last-minute behaviour is that 53% of people will leave a mobile site if it takes more than three seconds to load, and for every one second delay in site load time, conversions fall by 12%.

More detail can be found here.