Leveraging Your Existing Customer List
'I Feel the Need, The Need for "Reading" Speed'

High Speed Internet and the Wane of Dial Up

It was only a few years ago when more than half of the Internet users were getting online via dial up connections.  The problem was that many companies started to abandon the notion of keeping web pages small and load times quick as broadband connections became more mainstream.  As of 2007, about 20% of Internet users are still utilizing dial up access to get on the Internet. A full report detailing additional recent Internet usage statistics is available on the Ipsos North America web site.

Back in the day eight seconds was the typical attention span of a web user.  Ironically, I believe user attention spans have become even shorter than eight seconds. Broadband connections have reduced the patience of many Internet users.  If a web site doesn't start to load in a few seconds even I start to get frustrated. One of the fallouts from more high speed users has become bloated web sites with lots of video, graphics, plus unnecessary bells and whistles. In a time of high speed Internet it becomes beneficial not to think like everyone else. Instead of thinking about how much information you can stuff onto a single web page, think about providing just the right amount of information.

Thinking Backwards
There are times when a 'contrarian' mindset can serve almost any web site. A friend of mine runs a series of college humor web sites.  His video driven web site costs him thousands of dollars a month in hosting fees because of the ridiculous amount of bandwidth it requires. He told me he was measuring bandwidth for one of his college humor video web sites in terabytes. One day he came up with the idea of focusing on a picture driven web site. His desire to focus on picture web sites versus video web sites might shock some people. Someone I mentioned the idea to responded with, "everyone is interested in video web sites." Most people think that video is the way to go online. Interestingly, he has far more page views per user than his video web sites and pays far less in web site hosting each month. If I'm not mistaken his profit margin is much higher on his picture web sites than on his video web site.

Use it - Don't Abuse It
Because you have the bandwidth doesn't mean you need to use the bandwidth. Some of the most financially successful web pages I know of weight in under 100K.  That's smaller than most individual photographs contained on newspaper homepages. These light weight web sites are the epitome of simplicity.  Yet for most companies they're too simple to emulate. The best part is that they are driving millions of dollars of revenue for the companies running them.

Even though high speed connections are hear to stay, it's still tremendously beneficial to create web sites that load quickly. I have yet to receive a complaint about a web site that loaded too quickly.  In the predominately high speed Internet one of the best things any company can do is keep its' site "lean and mean."

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