This page lists the studies and figures referenced on other EQwise pages. EQwise only cites figures 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 figure from another company is an order of magnitude and not a prediction for your site, as measurement setups, countries, and time periods vary per study.
Speed and Revenue
Vodafone: A 31% improvement in LCP increased sales by 8%
web.dev (Google), March 17, 2021
In an A/B test on the Vodafone Italy site, a 31% faster LCP (the time until the largest part of the page is visible) resulted in 8% more sales. This is one company in one country, so it is an example and not a benchmark.
Mentioned on: Website Development, FAQ
How Swappie increased mobile revenue by 42% by focusing on Core Web Vitals
web.dev (Google), September 15, 2021
After three months of work, LCP was 55% lower and revenue from mobile visitors was 42% higher. At the same time, CLS (-91%) and FID (-90%) also improved, so the revenue gain does not come from LCP alone. It is a before-and-after study, not a test with a control group.
Mentioned on: Website Development, FAQ
DoubleClick by Google, 2016 (data from March 2016)
53% of mobile visits 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.
Mentioned on: SEO & GEO, AI Marketing, FAQ
State of Online Retail Performance, Spring 2017
Akamai, Spring 2017
A 100-millisecond delay in load time cost up to 7% in conversion. With a 1-second delay, conversion dropped by 21.8% on desktop, 20.5% on mobile, and 17.8% on tablet. The data comes from webshops that are Akamai customers (approximately 10 billion visits in one month). Akamai is a provider and has a vested interest in the subject. The PDF file linked on this page is hosted by a third party, not Akamai.
Mentioned on: SEO & GEO, AI Marketing, FAQ
Unbounce, 2019 (fieldwork October and November 2018)
In a survey of 750 consumers (via Google Surveys), 22% say they close the tab and 14% visit a competitor when load time reaches 3 seconds. Nearly 70% say that speed influences their purchase intent. These are self-reported answers, not measurements. Unbounce also surveyed 395 marketers.
Mentioned on: SEO & GEO, AI Marketing, FAQ
Site Speed is (Still) Impacting Your Conversion Rate
Portent, April 20, 2022
Study of more than 100 million page views on 20 B2B and B2C sites and more than 27,000 landing pages over 30 days. For B2B sites, the conversion rate at a 1-second load time was 3 times higher than at 5 seconds and 5 times higher than at 10 seconds. For webshops, it was 2.5 times higher (1 vs. 5 seconds). On average, conversion dropped by about 0.3 percentage points per additional second. Portent is a marketing agency and the sites belong to its own clients.
Mentioned on: SEO & GEO, AI Marketing, FAQ
Mobile
Desktop vs Mobile Market Share Netherlands
StatCounter Global Stats, September 2026
In September 2026, more than half of the page views in the Netherlands came from a phone: 66% according to the page, while another period showed 56%. It counts page views across more than a million websites, not visitors, and the figure varies by period.
Mentioned on: Website Development, FAQ
Mobile-first indexing best practices
Google Search Central, continuously updated
Google uses the mobile version of a site for indexing and ranking. This is Google’s own documentation and does not contain figures on the effect on your position.
Mentioned 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
In an analysis of 107,352 pages visible in Google AI Overviews, there is no strong positive correlation between Core Web Vitals and AI visibility. Very slow pages perform worse, but being faster than the baseline standard yields no extra benefit. It shows correlation, not causation.
Mentioned on: Website Development
Search Engine Journal, September 10, 2025
In a survey of 371 SEO professionals in 52 countries, 60% reported more organic traffic and 34% reported more leads or conversions. These are self-reported experiences from professionals, not a measurement of the effect of SEO.
Mentioned on: Website Development, FAQ
2024 Organic Search Traffic Benchmarks
Conductor, July 16, 2024 (updated)
Organic search provided an average of 33% of website traffic, measured across more than 800 large corporate websites in 26 subsectors, from June 2023 through May 2024. Conductor provides SEO software itself. The figure applies to large sites worldwide and not to a small Dutch site.
Mentioned on: 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 sub-par.” Speed matters, but relevance comes first.
Mentioned on: SEO & GEO, AI Marketing, FAQ
Ads and Clicks
SparkToro (data from Datos), July 2, 2024
Approximately 1% of all clicks on Google searches go to paid ads. Per 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) end without a click. This involves a click panel (September 2022 through May 2024) and measures the share of all clicks, not the share of users. Ad blockers may suppress the ad figure, according to the author.
Mentioned on: SEO & GEO, FAQ
In 2026, Less than One Third of Google Searches Still Send 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 panel than the 2024 study (which gave 58.5% without a click for the US) and assumes two-thirds mobile and one-third desktop, so the two studies are not directly comparable.
Mentioned on: 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 more than 20 industries. The source does not mention countries or a figure for display ads, and it is a provider measuring its own client campaigns.
Mentioned on: 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 with Search Console data via Semrush. The first organic result received an average of 27.6% of clicks, and moving up one spot increased the CTR by an average of 2.8%. Other sources measure lower; the figure depends on the measurement setup.
Mentioned on: SEO & GEO, FAQ
Alphabet Inc., Form 10-K for fiscal year 2025
Alphabet Inc. (SEC), 2026 (annual report for 2025)
Google’s advertising revenue (Google advertising) was $294,691 million in 2025, compared to $264,590 million in 2024 and $237,855 million in 2023. This is all of Google’s advertising revenue, including YouTube and the Google Network, not just Google Ads.
Mentioned on: Internet Marketing Plan, FAQ
Usability
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 is better to state exactly what follows. This is qualitative research without revenue figures.
Mentioned 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, Behaviour & Information Technology 25(2), 115-126, 2006
Three experiments show that people form a judgment about the visual appeal of a web page within approximately 50 milliseconds, and that this judgment matches what they think after looking longer. This is about the first impression, not about purchases.
Mentioned on: Website Development, FAQ
How do users evaluate the credibility of Web sites? A study with over 2,500 participants
Fogg et al., Stanford Persuasive Technology Lab (ACM DUX 2003), June 2003
Over 2,500 participants evaluated the credibility of websites. The site’s appearance (“design look”) was mentioned most often, in 46.1% of the comments. The study is from 2003.
Mentioned on: Website Development, FAQ
Ganguly, Dash, Cyr, and Head, International Journal of Electronic Business 8(4/5), 302, 2010
Website design increases purchase intent through trust in the webshop and reduces perceived risk. Purchase intent was measured in a questionnaire, not actual conversion.
Mentioned on: Website Development, FAQ
Marketing Budgets
Gartner CMO Spend Survey 2025, as reported by Marketing Brew
Gartner (via Marketing Brew), May 2025
The marketing budget in 2025 averaged 7.7% of revenue, and 31% of the budget went to paid media. The survey included approximately 400 Chief Marketing Officers (CMOs) in North America, the UK, and Europe, almost all at companies with more than $1 billion in revenue (fieldwork February and March 2025). These are therefore large companies and the figure is not a benchmark for a small business. This page follows the Marketing Brew article because Gartner’s own press release could not be opened.
Mentioned on: Internet Marketing Plan, FAQ
How to Get the Most From 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. The figure is second-hand, as the blog cites it from research by Web Strategies. It concerns all companies and not specifically small businesses, and there is no information about the digital share.
Mentioned on: Internet Marketing Plan, FAQ
The CMO Survey, March 2023 edition
Duke University Fuqua School of Business, Deloitte, and American Marketing Association, March 2023
According to 314 American marketing leaders, an average of 53.8% of the marketing budget went to digital channels and 17% to social media. These are self-reported figures from American companies at a single point in time.
Mentioned on: Internet Marketing Plan, FAQ
