Entering… the Bounce Zone

Slow page loads have a rather predictable outcome.

Bounce house? A sure-fire way to attract a pack of tweenagers.

Bounce Zone? A sure-fire way to attrite your shoppers.

The bounce zone - where the share of bounces exceeds the share of sessions - starts at 4 seconds.

The outcomes become rather predictable - fast sites earn brands the opportunity to engage shoppers. Beat 4 seconds, and shoppers are increasingly likely to browse and buy. Trail 4 seconds, and the likelihood of bounce increases.