News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Bigger, heavier ecommerce pages taking longer to load
The latest quarterly "State of the Union" report from application delivery and solutions firm Radware reveals that the average retail website is a lot more cumbersome and slow to load today than it was a year ago resulting in a greater risk of negative brand perception.
Website developers know that there is a need for speed when it comes to the time taken for a website to load. Too long and consumers will get bored waiting and flit off to a website that loads faster.
The latest report from Radware reveals an uptick in load times as pages get bigger and heavier. The average time to load today among the top 500 ecommerce websites is a whopping 9.3 seconds, an increase of 21% in just one year. In addition, 50% of top ecommerce websites are taking 10 seconds or more to load.
Furthermore, time-to-interact, or how long it takes for a page's primary content to load and become usable, is also up - albeit slightly - rising from 4.9 seconds last year to 5 seconds today.
One reason for these increases is that the average ecommerce page now contains 99 resources such as CSS files and images, up from 93 a year ago. Size has also increased - up 31% from 1094KB a year go to today's 1436KB.
According to Tammy Everts, web performance evangelist at Radware, these slowdowns have a negative effect on brand perception, more so than outages.
"Slowdowns occur 10 times more frequently than outages, and over time, slowdowns can have double the negative financial impact as outages," says Everts. "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."
Image via Shutterstock
- Demandbase: What won't happen in 2015
- Ecommerce Roundup: Shoppers findings leads on social media
- Report: Analysis high on B2Bers New Year List
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...