Web Page Loading Time - Four Second Threshold

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A recent report by Akami Technologies, Inc., comissioned by JupiterResearch has found that the average Web consumer will wat for an average time of four seconds before abandoning the site. In addition, the report lists poor site performance behind only high prices and shipping costs as leading factors for dissatisfaction and site abandonment.

Some other findings include:

  • The consequences for an online retailer whose site underperforms include diminished goodwill, negative brand perception, and, most important, significant loss in overall sales.
  • Online shopper loyalty is contingent upon quick page loading, especially for high-spending shoppers and those with greater tenure.
  • Roughly half of “mature” online shoppers – those with either two or more years tenure shopping online or that spend more than $1,500 annually – identify page loading time as one of their top priorities for online sites
  • Forty-six percent of online shoppers insist on a rapid checkout process, with 55 percent of shoppers spending $1,500 or more demanding the same
  • Sixty-five percent indicated they are likely to return to a site that is easy to navigate, particularly during the registration, log-in and checkout processes
  • More than one-third of shoppers with a poor experience abandoned the site entirely, while 75 percent were likely not to shop on that site again.

Clearly, as holiday shopping heats up, it's critical that your site perform properly. It's something to consider, especially if you plan on running any sort of online promotion that could lead to a spike in traffic to your site.

The consequences of poor site performance will not only lead to loss of sales, but a damaged reputation that could linger well beyond the big spending season.

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