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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.
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