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Even a split second can make a big difference to your conversion rate. One-second delays in loading time can result in a reduction of 7% in conversions and a decrease of 16% in customer satisfaction.
In the United States, an average automotive website takes 9.5 seconds to load. Google reports that 53% of people will leave a website if it takes more than three seconds to load. How many car dealerships lose sales due to their slow websites? Do not let your dealership become one of those. Your website must load quickly – within 4 seconds at the most – to grab your customers’ attention immediately.
What does this mean for your dealership, then? If your website does not load quickly enough, your customers will leave the page to go to another car website. This means you could lose a sale. All of AutoJini’s dealer websites are loaded in less than 4 seconds. Continue reading to find out how the speed of your website affects car sales.
Do faster websites sell more?
Yes, the short answer is yes. Walmart’s incremental revenue grew by 1% for every 0.1-second faster website. Amazon also tested how speed affected their conversion rates and found that a delay of 1 second resulted in $1.6 billion per year. Why?
You are making a first impression on your customers. Customers often associate website speed with the credibility of a company. According to Yoast, 52% of customers cite website speed as a factor in their loyalty. If your dealer’s website loads quicker, customers will view your dealership as being more trustworthy.
Your customers’ patience is also a factor. Average attention spans are only 8 seconds, so you have very little time to engage with your customers. Neil Patel says that 75% of people will not return to a website if it takes more than four seconds to load. If your website doesn’t load fast and grab your customers’ attention immediately, you could lose a sale.
The speed of your dealer’s website can also have a significant impact on your rankings in search engines and, therefore, your conversions. This brings us to the next point.
Does the speed of my website affect my search engine optimization (SEO) efforts?
The speed of your website is also important for Search Engine Optimization. Why? Crawler behavior and user behavior are both factors. Bounce rate is a measure of how likely a page is to be left. Google and other search engines say that websites and pages with high bounce rates are not as valuable for users. This results in a reduced page rank, which can be detrimental to your dealership. Web crawlers index pages quickly, so if you can’t keep pace, your site won’t be indexed.
What should I prioritize in terms of website speed?
Prioritize your mobile website. More than half of the web traffic is now generated by mobile devices. Google indexes the mobile website first, so it’s more important than ever that your site is mobile-friendly or responsive.
Some businesses choose to build a mobile-friendly site, while others create a separate mobile website. Google recommends websites to have a Responsive Layout. This means that your website will automatically adapt to any screen size. With a responsive website, you can manage only one site. It will change dynamically depending on the device that your user is using to access it. Responsive design also loads faster and looks better almost every time.
