How does a 1-second slower load affect bounce rate?
The most expensive ad spend is a slow first screen.
Each extra second of load time is commonly cited as increasing bounce rate by roughly 7–11% on marketing and landing pages.
Estimate
ux
business
If you…
Increase page load time by ~1 second
Then…
Bounce rate → +7–11%
Context
Aggregated web performance studies, mobile landing pages
What changes
Slower first paint and interactive delay cause more users to leave before seeing the value proposition.
Where it hits hardest
- Paid ad landing pages (high impatience, single intent)
- Mobile networks with variable latency
- Pages with heavy hero images and third-party scripts
Practical takeaway
Speed work is often higher leverage than button-color tests. Treat 7–11% bounce increase per +1s as a directional planning figure.
