Top E-Commerce Sites are Bigger and Slower
As e-commerce sites continue to grow they also seem to be getting slower, which is not good news for site visitors.
A new report from application delivery and security solutions provider Radware reveals that the websites of the top 500 retailers are getting both bigger and slower, with the median home page taking 9.3 seconds to load – an increase of 21 percent from last year. Moreover, the report shows that among the top 100 e-commerce sites, the median load time for a page is even longer at 10 seconds, which is an increase from last year’s 8.2 seconds.
This data is a bit surprising, as website speed impacts the customer experience and data shows that the majority of online shoppers will abandon a page after waiting just 3 seconds. It is also important to note that Radware’s study shed light on “Time to Interact” (TTI), which refers to the amount of time it takes for a page’s primary content to load and become usable. The data found that the median TTI is at 5 seconds, which is a small increase from 2013’s 4.9 seconds.
Likely contributing to slow speeds is the fact that many websites are getting bigger and heavier, with the report revealing that the median e-commerce page contains 99 resources (images, CSS files, etc.), which is up from 93 resources just a year ago. Plus, the median page is now 1436 KB in size, which is a 31 percent increase over 2013’s median page weight of 1094 KB.
“As 2013 had its share of website outages from Amazon to Healthcare.gov, we also see that site slowdowns can also cause a negative impact on brand perception,” said Tammy Everts, Web performance evangelist, Radware. “Slowdowns occur 10 times more frequently than outages, and over time, slowdowns can have double the negative financial impact as outages. This also has a major long-term impact on customer retention, as the permanent abandonment rate for a slow site is up to three times greater than the abandonment rate for a site that is down.”