This page lists the studies and statistics referenced on other EQwise pages. EQwise only cites statistics that can be tracedVectorization Converting an image into lines and shapes, allowing you to enlarge it without any loss of quality. back to their source: each study includes the title, publisher, date, and link. A statistic from another company is an order of magnitude and not a prediction for your site, because the research methodology, country, and time period vary from study to study.
Speed and Revenue
Vodafone: A 31% improvement in LCP led to an 8% increase in sales
web.dev (Google), March 17, 2021
In an A/B test on Vodafone Italy’s website, a 31% faster LCP (the time it takes for the majority of the page to become visible) resulted in an 8% increase in sales. This is just one company in one country, so it’s an example and not a standard.
Featured in: Website Development, FAQ, SEO and GEO Audit, Calculating Revenue Based on Load Time
How Swappie Increased Mobile Revenue by 42% by Focusing on Core Web Vitals
web.dev (Google), September 15, 2021
After three months of work, the LCP was 55% lower and revenue from mobile visitors was 42% higher. At the same time, the CLS (-91%) and the FID (-90%) also improved, so the revenue gain isn’t solely due to the LCP. This is a pre- and post-measurement study, not a test with a control group.
Featured in: Website Development, FAQ, SEO and GEO Audit, Calculating Revenue Based on Load Time
DoubleClick by Google, 2016 (data from March 2016)
Of all mobile visits, 53% are abandoned if a mobile site takes longer than 3 seconds to load. The source counts visits, not visitors. The data comes from a sample of 3,700 mobile sites that shared their benchmark data from Google Analytics, and the report focuses on publishers. It is more than ten years old.
Featured in: SEO & GEO, AI Marketing, FAQ
State of Online Retail Performance, Spring 2017
Akamai, Spring 2017
A 100-millisecond delay in load time resulted in a loss of up to 7% in conversion rate. With a 1-second delay, the conversion rate dropped by 21.8% on desktop, 20.5% on mobile, and 17.8% on tablet. The data comes from online stores that are Akamai customers (approximately 10 billion visits in a single month). Akamai is a provider and has a vested interest in this topic. The PDF file linked from this page is hosted by a third party, not by Akamai.
Featured in: SEO & GEO, AI Marketing, FAQ
Unbounce, 2019 (fieldwork conducted in October and November 2018)
In a survey of 750 consumers (conducted via Google Surveys), 22% said they close the tab and 14% said they visit a competitor’s site if the page takes 3 seconds to load. Nearly 70% say that speed influences their willingness to buy. These are self-reported responses, not measurements. Unbounce also surveyed 395 marketers.
Featured in: SEO & GEO, AI Marketing, FAQ
Site Speed Is (Still) Affecting Your Conversion Rate
Portent, April 20, 2022
Analysis of more than 100 million page views across 20 B2B and B2C sites and more than 27,000 landing pages, over a 30-day period. For B2B sites, the conversion rate with a 1-second load time was three times higher than with a 5-second load time and five times higher than with a 10-second load time. For online stores, it was 2.5 times higher (1 second versus 5 seconds). On average, the conversion rate dropped by about 0.3 percentage points for every additional second. Portent is a marketing agency, and the sites belong to its own clients.
Featured in: SEO & GEO, AI Marketing, FAQ
Largest Contentful Paint (LCP)
web.dev (Google), continuously updated (accessed October 5, 2026)
Google considers an LCP of 2.5 seconds or less to be good, measured at the 75th percentile of page visits, separately for mobile and desktop.
Featured in: SEO & GEO, AI Marketing, FAQ, Calculating Revenue Based on Load Time
The 2025 Web Almanac: Performance
HTTP Archive, January 15, 2026
On mobile, 62% of pages have a good LCP; on desktop, 74%. Measured using real user data from the Chrome UX Report.
Featured on: Calculate Loading Time Revenue
Mobile
Desktop vs. Mobile Market Share in the Netherlands
StatCounter Global Stats, September 2026
In September 2026, more than half of all page views in the Netherlands came from mobile phones: 66% according to the report, while another period showed 56%. The report tracks page views across more than one million websites—not visitors—and the figure varies by period.
Featured on: Website Development, FAQ
Best Practices for Mobile-First Indexing
Google Search Central, continuously updated
Google uses the mobile version of a site for indexing and ranking. This information comes from Google’s own documentation and does not include any statistics on how it affects your ranking.
Featured on: Website Development
Search Engines and AI Answers
What 107,000 Pages Reveal About Core Web Vitals and AI Search
Search Engine Land (Dan Taylor, SALT.agency), January 13, 2026
An analysis of 107,352 pages visible in Google AI Overviews shows no strong positive correlation between Core Web Vitals and AI visibility. Very slow pages perform worse, but speeds above the baseline do not yield any additional benefits. This indicates a correlation, not a cause-and-effect relationship.
Featured on: Website Development
Search Engine Journal, September 10, 2025
In a survey of 371 SEO professionals in 52 countries, 60% reported an increase in organic traffic and 34% reported an increase in leads or conversions. These are self-reported experiences from professionals, not a measurement of the impact of SEO.
Featured on: Website Development, FAQ
2024 Organic Search Traffic Benchmarks
Conductor, July 16, 2024 (updated)
Organic search accounted for an average of 33% of website traffic, as measured across more than 800 large corporate websites in 26 subsectors, from June 2023 through May 2024. Conductor provides SEO software. This figure applies to large websites worldwide and not to a small Dutch website.
Mentioned in: Internet Marketing Plan, FAQ
Understanding Page Experience in Google Search Results
Google Search Central, continuously updated (accessed October 5, 2026)
Google: “Core Web Vitals are used by our ranking systems.” At the same time: “Google Search always seeks to show the most relevant content, even if the page experience is subpar.” Speed is a factor, but relevance comes first.
Featured in: SEO & GEO, AI Marketing, FAQ
Ads and Clicks
SparkToro (data from Datos), July 2, 2024
About 1% of all clicks on Google search queries go to paid ads. For every 1,000 searches, 360 clicks (United States) and 374 clicks (EU) go to the open web, and 58.5% (United States) and 59.7% (EU) result in no clicks. This data comes from a click panel (September 2022 through May 2024) and measures the share of all clicks, not the share of users. Ad blockers can lower the ad click rate, according to the author.
Featured in: SEO & GEO, FAQ
In 2026, Less Than One-Third of Google Searches Will Still Generate a Click
SparkToro (data from Similarweb), June 9, 2026
In the first four months of 2026, 68.01% of Google searches in the United States ended without a click, compared to 60.45% in 2024. This is a different sample than in the 2024 study (which reported a 58.5% no-click rate for the United States) and assumes a split of two-thirds mobile and one-third desktop, so the two studies cannot be compared on a one-to-one basis.
Featured in: SEO & GEO, FAQ
2026 Search Advertising Benchmarks
WordStream by LocaliQ, June 1, 2026 (updated)
The average CTR for search ads is 6.64%, across Google Ads and Microsoft Ads combined and across more than 20 industries. The source does not specify any countries or provide figures for display ads, and it is a vendor that tracks its own client campaigns.
Mentioned in: SEO & GEO, FAQ, Internet Marketing Plan
We Analyzed 4 Million Google Search Results. Here’s What We Learned About Organic CTR
Backlinko (data from Semrush), April 16, 2025 (originally August 27, 2019)
Analysis of approximately 4 million Google search results using Search Console data via Semrush. The first organic result received an average of 27.6% of the clicks, and moving up one position increased the CTR by an average of 2.8%. Other sources report lower figures; the number depends on the measurement methodology.
Featured in: SEO & GEO, FAQ
Alphabet Inc., Form 10-K for Fiscal Year 2025
Alphabet Inc. (SEC), 2026 (2025 Annual Report)
Google’s advertising revenue was $294,691 million in 2025, compared to $264,590 million in 2024 and $237,855 million in 2023. That figure represents Google’s total advertising revenue—including YouTube and the Google Network—and not just Google Ads.
Mentioned in: Internet Marketing Plan, FAQ
Ease of Use
“Get Started” Prevents Users From Proceeding
Nielsen Norman Group, August 20, 2017
User research (usability studies) shows that a generic button like “Get Started” causes visitors to stop, and that it’s better to specify exactly what happens next. This is qualitative research without revenue figures.
Featured on: Website Development, FAQ
Design and Trust
Attention web designers: You have 50 milliseconds to make a good first impression!
Lindgaard, Fernandes, Dudek, and Brown, *Behavior & Information Technology* 25(2), 115–126, 2006
Three experiments show that people form an opinion about the visual appeal of a web page within about 50 milliseconds, and that this opinion matches what they think after looking at it for a longer time. This is about first impressions, not purchases.
Featured on: Website Development, FAQ
How do users assess the credibility of websites? A study involving over 2,500 participants
Fogg et al., Stanford Persuasive Technology Lab (ACM DUX 2003), June 2003
More than 2,500 participants assessed the credibility of websites. The site’s appearance (“design look”) was mentioned most frequently, in 46.1% of the comments. The study was conducted in 2003.
Featured on: Website Development, FAQ
Ganguly, Dash, Cyr, and Head, *International Journal of Electronic Business* 8(4/5), 302, 2010
Website design increases the willingness to buy by building trust in the online store and reduces the perceived risk. The willingness to buy was measured using a questionnaire, not actual conversion rates.
Featured on: Website Development, FAQ
Marketing Budgets
Gartner CMO Spend Survey 2025, as reported by Marketing Brew
Gartner (via Marketing Brew), May 2025
In 2025, the marketing budget averaged 7.7% of revenue, and 31% of the budget was allocated to paid media. The survey included approximately 400 chief marketing officers (CMOs) in North America, the United Kingdom, and Europe, almost all of whom worked at companies with more than $1 billion in revenue (fieldwork conducted in February and March 2025). These are, therefore, large companies, and the figure does not serve as a benchmark for small businesses. This page is based on the article from Marketing Brew, as Gartner’s own press release could not be accessed.
Mentioned in: Internet Marketing Plan, FAQ
How to Get the Most Out of Your Marketing Budget
U.S. Small Business Administration (blog by guest author Rieva Lesonsky), July 9, 2019
The blog states that in 2018, companies spent an average of 7.9% of their revenue on marketing: 6.3% for B2B products, 6.9% for B2B services, 9.6% for B2C products, and 11.8% for B2C services. This figure is secondhand, as the blog cites it from a study by Web Strategies. It covers all companies, not just small businesses, and makes no mention of the share of digital marketing.
Mentioned in: Internet Marketing Plan, FAQ
The CMO Survey, March 2023 Edition
Duke University Fuqua School of Business, Deloitte, and the American Marketing Association, March 2023
According to 314 U.S. marketing executives, an average of 53.8% of the marketing budget went to digital channels and 17% to social media. These are self-reported figures from U.S. companies at a single point in time.
Mentioned in: Internet Marketing Plan, FAQ
