Research has shown that in fact we are all very impatient, and we’re getting worse. Apparently, the majority of people won’t wait for more than 3 seconds for a web page to load up, before moving on elsewhere, and this is particularly true of shopping websites. In fact, a detailed analysis by Dynatrace, a firm who measure digital performance, has discovered that adding one half second to web page loading times can lose a website 10% of their sales, which can be a staggering loss of trade. What’s more, page loading times are getting longer, not shorter, and we don’t have to look too far to see some of the reasons why. Continue reading