Website audit statistics: 21 numbers worth quoting

    Every statistic below comes from a named research organisation with a public source you can check. No aggregator round-ups, no numbers invented by a marketing team, no unattributed percentages.

    Use them freely. If you cite this page, a link back is appreciated. Last reviewed September 2026.

    Page speed and Core Web Vitals

    Speed is the single most measurable thing on a website, and the one with the clearest link to revenue.

    1. 53% of mobile site visits are abandoned if a page takes longer than three seconds to load.

      Source: Google / DoubleClick, 2016

    2. Ecommerce conversion rate falls from roughly 3.05% at a one-second load time to 0.67% at four seconds.

      Source: Portent, 2022

    3. Pages loading in one second convert about three times better than pages loading in five seconds, across an analysis of roughly 27,000 landing pages.

      Source: Portent, 2022

    4. The Chrome UX Report publishes real-user Core Web Vitals data covering more than 18 million origins in a single monthly dataset.

      Source: Google Chrome UX Report, 2024

    5. The Web Almanac analyses Core Web Vitals pass rates each year across millions of real-world pages crawled by HTTP Archive.

      Source: HTTP Archive Web Almanac, 2024

    Mobile experience

    Most audits are run on a desktop. Most visitors are not on one. That gap is where a lot of lost revenue hides.

    1. The average mobile landing page took around 22 seconds to fully load in Google's industry benchmark study — far longer than visitors will wait.

      Source: Google (Think with Google), 2017

    2. Mobile and tablet internet usage overtook desktop worldwide in October 2016, the shift that pushed Google to make mobile-friendliness a ranking signal.

      Source: Google Mobile Site Speed Playbook, 2016

    SEO and organic traffic

    Ranking is not the goal. Getting clicked is the goal, and the two have drifted apart.

    1. 96.98% of all search clicks happen within the top 10 organic results, based on a study of around 5,000 keywords.

      Source: Ahrefs, 2024

    2. The Web Almanac's SEO chapter analyses technical SEO factors — robots.txt, canonicals, structured data and rendering — across millions of crawled pages.

      Source: HTTP Archive Web Almanac, 2024

    3. A large and growing share of Google searches end without a click to any external website.

      Source: Ahrefs, 2025

    Conversion and checkout

    Checkout research is the most replicated body of UX evidence there is. Almost none of it is new, and almost nobody applies it.

    1. The global average online shopping cart abandonment rate is 70.19%, from a longitudinal study of 487 websites.

      Source: Baymard Institute, 2024

    2. Complicated checkout flows and forced account creation are among the most common reasons shoppers abandon a cart.

      Source: Baymard Institute, 2024

    3. Baymard's checkout usability findings are grounded in more than 150,000 cumulative hours of user testing.

      Source: Baymard Institute, 2024

    Accessibility

    Accessibility failures are the easiest audit findings to fix and the most consistently ignored.

    1. WebAIM's evaluation of the top one million home pages found detectable WCAG failures increased 13.6% year over year.

      Source: WebAIM Million, 2024

    2. WebAIM scans the top one million home pages with the WAVE stand-alone API, supplemented by site technology and sector data.

      Source: WebAIM Million, 2024

    3. The Web Almanac dedicates a full annual chapter to accessibility analysis across its crawled dataset.

      Source: HTTP Archive Web Almanac, 2024

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