July 25, 2014

Are Slow-loading Videos Killing Your Landing Pages?

Sham-Wow

You gotta be fast…like this guy!

For quite some time we’ve known that slow load times are bad news. Back in March the New York Times posted a piece about just how much load time affects user behavior. In their words:

People will visit a Web site less often if it is slower than a close competitor by more than 250 milliseconds (a millisecond is a thousandth of a second).

One quarter of one second.

Dang!

What If You’re Using Video?

On Monday I came across this CNN post addressing the effects of slow loading on videos. How bad could it be?

  • At 10 seconds, 40% of users are gone.
  • For every second (after 2 seconds) 5.8% more people will bail.
  • A user who experiences a failed video load is 2.32% less likely to return to that site.

This is research from UMass people. And it’s making a pretty clear point.

If The Video Doesn’t Load Quickly – Adios!

I’ve seen a lot of landing pages using video in my day. I like them and think that they can be great at converting traffic. Brian Massey is doing some really cool stuff with video and you should definitely check him out. But there are some definite take-aways here:

  • If you use video it had better load fast!

Pretty simple huh? For some of you, this will mean you’ve got to do more than upload your videos to YouTube and embed them. You might need a Vimeo Pro account. You might need better servers. What you’ll surely need is someone who can test your video load time on a more “average” connection. For me, I call up my Mom. She lives in a rural part of Idaho and if she can load a video okay, you know you’ve got it right.

How are you addressing your video load times? Please share your advice in the comments.

About Robert

Conversion rate optimization and PPC wizard. If I'm not out playing ultimate frisbee or golf you may find me hiking, skiing or mountain biking.

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