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UX Tip #36 Impatient web users

Research has shown that 40% of users will leave a website if it takes longer than 3 seconds to load. There are a few methods we can employ to mitigate this issue. Showing feedback while loading occurs is crucial as many people find it frustrating when they have no idea how much longer they need to wait. A simple progress bar that updates regularly can help manage user expectations. Also, rendering the page in sections, rather than all at once after everything has downloaded can reduce users perceived wait time. Finally, making the waiting fun and engaging can distract users from focusing on load times. For instance, the loading page of a tourism website for Bialystok (a city in Poland) illustrates a man cycling furiously, and draws users attention to this man rather than staring at the loading page impatiently.