Internet users are impatient, they just do not want to wait for sites to load. Forty seven percent of online consumers say they expect a web page to load in two seconds or less down from a four second threshold three years ago, Forrester Consulting says in a new study. They also found that 40 percent of consumers will wait no more than three seconds for a web page to render before they abandon a site. That is pretty demanding and there is more.

- Fifty two percent of those surveyed said quick page loading is important to their site loyalty.

- Fourteen percent who have to wait for a web page to load will begin shopping at another site.

- Seventy nine percent who experience a dissatisfying visit are less likely to return to the same site make a purchase.

- Sixty four percent who have a dissatisfying visit would go to another retail web site, up 16 percent from the 2006 study.

Most of these figures are increases from results of similar surveys from two years ago.

So what do you do?

Check your site loading speed. There are many free tools on the Internet that can help you check your speed, many that offer diagnostic capabilities as well. If you go to Alexa, they will tell you how your site compares to other sites in terms of speed in loading. If you discover that you have a problem, you need to do something about it because it is likely causing you to lose potential customers.

Ways to speed up website loading.

Eliminate embedded sound files.

It is often a shock to someone to click on a site and hear someones voice speaking. It can often be a problem when someone is surreptitiously shopping while at work. (The data says that this happens more and more often these days.)

Table tricks:

Avoid having one table embedded in another and try not to make a page into one big table. The browser would not show any of the table until it has loaded the entire piece and that slows down your readers ability to see if it is the right page.

More shorter pages rather than fewer longer pages.

People do not like to have to scroll a lot to read something. Make your pages shorter so they load faster.

No unnecessary code:

Many programs that code for you as you enter web content onto a wysiwg screen will include non essential code. Removing that code will help your site to load faster.

Images need to handled carefully:

First of all, use as many images as you need to make your point, but no more. Images tend to load slowly. If you do not need sharp resolution, choose GIFs over JPEGs, as GIFs generally load quicker. JPGs are generally best for photos, GIFs for anything else. However, be aware that there may be copyright issues associated with GIFs. If the option is available to you, use a PNG instead. PNG was developed as a patent free answer to the GIF format as well as an overall improvement. A PNG file can be 5% to 25% more compressed than a GIF file of the same image. However, PNG does not support animation like GIF does.

The faster your site loads, the more traffic you will keep.

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