The digital world operates in its own timezone and it can feel hard to keep up. These quick facts point to important trends in our industry and we all need to strive to do better.
1. “If your site takes more than 3 seconds to load, users will abandon loading it.” @yeseniaa
Ready to feel old? According to Craig Hyde, CEO of Rigor, the size of a web page today is about the same size as an MP3 file. Do you remember how long it used to take to download a single MP3? I do.
Fast sites build trust, and slow-loading sites are abandoned. According to the New York Times, if your competitor loads 250 milliseconds faster, users will use that. In fact a mere 160kb added to page weight meant a 12% increase in bounce rate on Etsy.com for mobile users (source).
2. “There are 8 billion mobile devices in the world today.” @beep
Think about the last time you purchased something online. If you think about it, I’m betting you may have checked it out on your laptop, maybe compared places to buy from on your tablet, and maybe finally pulled the trigger from your mobile device while you were waiting for the bus. More than 40% of all online U.S. users start an activity on one screen and finish it on another.
More and more, users are becoming intolerant to differences in experience between accessing your digital product. As digital designers, we no longer have the luxury of not holding every channel we manage to the same standard. We cannot rely on driving users to our preferred platform. As Jeffrey Zeldman says, “No one wants to download your app when they come to your website.”
3. UK.gov saved £1.8 billion in support costs by redoing their digital knowledge base. (source)
Every time Walmart can reduce their page load time by 1 second, they see a 2% increase in conversions. On the other hand, Amazon loses $1.6 billion if their pages load one second slower.
Good websites save money. Efficient and user-driven content strategies mean an easy interaction for your users with your brand, and that directly affects your company’s bottom line. Keep that in mind when you’re deciding who you want to run those properties and when you’re pitching digital projects to your upper management.
4. Microsoft.com has 15 million pages, 4 million of which have never been visited.
Websites are not document repository systems – over and over I have this debate. It is easy to fall prey to the idea of putting something on the website “just in case someone needs it” but this is how we end up with cluttered, unfocused content.
Suspiciously, more often than not the “just in case” content is a PDF. Karen McGrane calls PDFs “content blobs” – not responsive, not searchable, not accessible, and ultimately, not truly digital. PDFs are essentially content coffins; if there is valuable content inside your PDFs, bring it out and make it useful.