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Slowness (or speed) makes such an impact that it can become one of the brand values customers associate with a site.(Obviously, "sluggish" is not a brand value that any marketing VP would actively aim for, but the actual experience of using a site is more important than slogans or advertising in forming customer impressions of a brand.) Indeed, we get findings related to website speed almost every time we run a study. The 3 response-time limits are the same today as when I wrote about them in 1993 (based on 40-year-old research by human factors pioneers): A 10-second delay will often make users leave a site immediately.
Even a few seconds' delay is enough to create an unpleasant user experience.
Users are no longer in control, and they're consciously annoyed by having to wait for the computer.
Thus, with repeated short delays, users will give up unless they're extremely committed to completing the task. You can easily lose half your sales (to those less-committed customers) simply because your site is a few seconds too slow for each page.
Instead of big images, today's big response-time sinners are typically overly complex data processing on the server or overly fancy widgets on the page (or fancy widgets).
13 years ago, I wrote a column called "The Need for Speed," pointing out how much users hated slow-loading Web pages.
Back then, big images were the main cause of response-time delays, and our guideline recommended that you keep images small.
Today, most people have broadband, so you might think that download times are no longer a usability concern.And yes, actual image download is rarely an issue for today's wireline users (though images can still cause delays on mobile devices). That's because responsiveness is a basic user interface design rule that's dictated by human needs, not by individual technologies.In a client usability study we just completed, for example, users complained that " A snappy user experience beats a glamorous one, for the simple reason that people engage more with a site when they can move freely and focus on the content instead of on their endless wait.In a recent study for our work on Brand as Experience, we asked users what they thought about various websites they had used in the past.So, their responses were based not on immediate use (as in normal usability studies), but on whatever experiences were strong enough to form memories.Under these conditions, it was striking to hear users complain about the slowness of certain sites.