E-Commerce Web Page Response Times

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Akamai Technologies and Forrester announced the results of a survey on website performance and its correlation with an online shopper's behavior. What they found is that consumers are seemingly growing more impatient with slow loading web pages.

Results revealed that two seconds is the new threshold in terms of an average online shopper's expectation for a web page to load and 40 percent of shoppers will wait no more than three seconds before abandoning a retail or travel site.

In 2006, Akamai conducted a similar study to understand consumer reaction to a poor online shopping experience. The 2009 study is a follow up to examine how customer expectations around online shopping have evolved in the past three years.

Additional finding from the joint study include:

- Online shopper loyalty is contingent upon quick page loading, especially for high-spending shoppers. 52 percent of online shoppers stated that quick page loading is important to their site loyalty, up 12 percent from the 2006 study.

- Shoppers often become distracted when made to wait for a page to load. 14 percent will begin shopping at another site, and 23 percent will stop shopping or walk away from their computer.

- Retail and travel sites that underperform lead to lost sales. 79 percent of online shoppers who experience a dissatisfying visit are less likely to buy from that site again, up 17 percent from the 2006 study. 64 percent would simply purchase from another online store, up 16 percent from the 2006 study.

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2 comments

PatP 09-15-2009 7:51 AM

"79 percent of online shoppers who experience a dissatisfying visit are less likely to buy from that site again, up 17 percent from the 2006 study"

Probably the most important metric in that report. Not a surprise either, but it's something all e-commerce sites need to see.

ElizabethG 09-15-2009 9:52 AM

There are a host of issues resulting in abandoned shopping carts these days.  Starting with a slow load at the front door (login) and poor security at the back door (check out).

It’s gotten to the point that if I don’t see firsthand evidence of extended validation SSL at the login stage I go elsewhere.  No one needs an item that much to experience the headache of sites that are torture to navigate thru and provide a false or no sense of security.

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