Your site speed affects every possible metric you can think of- bounce rate, rankings, conversions, page views and revenue. Sadly, most of the websites run slow with an average load time of 5+ seconds and a standard deviation of 8 seconds. According to a recent study conducted by Portent, a shift from 8 seconds load time to 5 seconds can increase the page value by 18%.

Cut Off Your Site’s Average Page Load Time to Increase Page Value and Revenue, Says Study

The study analyzed 94 million page views across 16 e-commerce sites in a 90 days period. Except three B2B e-commerce sites, remaining were B2C. For site performance data, 500 e-commerce sites were tested on YSlow and Google PageSpeed. Here’s what the research found out:

  • 50% of the websites tested had an average load time of 5+ seconds with a standard deviation of 8 seconds. This means most of the websites are still running slow.
  • The biggest page view jump is from 8 seconds to a 5 seconds load time, increasing page views by 18%. The biggest revenue jump is between 2 seconds and 1 second.
  • It is good if your entire site loads instantly, but make sure that at least your checkout, login, homepage and category pages load faster.
  • Page weight is no longer the biggest factor in site load time. The study revealed that pages of over 4 megabytes had some of the fastest load times.

According to Portent, this is how you can speed up your website:

  • JavaScript Timing: Put JavaScript src ‘.js’ towards the end of the page, defer them or load them asynchronously if you don’t care when the script fires.
  • ETags and Expires Headers: ETags and Expires Headers reduce the number of requests a browser makes to the server. They tell visiting web browsers which files to update and prevent them from reloading files that scarcely change.
  • Image Size: Image size also affects page load time. You can compress them to increase your page speed drastically.


Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.