Google Ads, Meta Ads, programmatic media… There are many names of online advertising platforms where companies and agencies bet their chips to attract the audience, generate clicks and, ideally, convert this into sales or engagement. But what if the site is down or experiencing instability
Boby Vendramin, KAKOI Communication Planner, tell that the site is a living organism and needs to be fed and cared for so that it does not fail when it is most needed
It is important for companies to understand that the website needs to be fast, responsive and have everything updated, including plugins, beyond, it is clear, of security.”
In the world of paid advertising, the average cost per click (CPC) on Google Ads, for example, varies a lot, but, in Brazil, it ranges from R$ 1 to R$ 5 per click in competitive sectors such as retail and technology. Every time the potential customer is impacted by the advertisement, click and there is no correct answer — how the site not opening or slow —, this leads to a loss beyond the cost of the click itself
First, there is the direct issue of lost sales. Imagine someone excited about a promotion announcement, click on the link and… nothing. The site doesn't load or takes so long that the person gives up. This lost customer may not return, even more if he finds a competitor that delivers what he wants quickly, explain Vendramin
According to market estimates, large online retailers can lose between 1% and 3% of their daily revenue when their websites go down. For example, in 2022, the Americans, a giant of Brazilian e-commerce, had an estimated loss of R$ 250 million over four days
Studies on user experience show that 53% of people abandon a site if it takes more than 3 seconds to load. A Google survey indicated that the likelihood ofrebound(increase by 32% if the loading time goes from 1 to 3 seconds). If the site is down, this number goes to 100% of the lost clicks from the ad
