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BizReport : Ecommerce : March 31, 2014


Study: Etail sites slow, not responsive

Ecommerce isn't new, but when it comes to giving shoppers a good experience many of the top retailers are still lagging. According to new data out from The Search Agency many of the Top 100 Web Retailers continue to have sites that aren't built on responsive design principles and that load slowly.

by Kristina Knight

Slow load times, according to many research papers, cause shoppers to click away from sites, many times they will never return.

According to TheSearch Agency's Mobile Scorecard: Web-Only Retailers the average page load time for the Top 100 retailers was 2.99 seconds - that is 2 seconds over Google's 'recommended' page load time. The report also shows only 9 of the Top 100 sites used responsive design elements in their mobile sites.

"Our previous mobile experience report uncovered some surprising results among some of the world's biggest brands, and given that web-only retailers have no brick-and-mortar stores, we expected these organizations to be leading the pack when adopting mobile best practices," said Delia Perez, SVP account delivery and strategy at The Search Agency. "With Google predicting that mobile traffic will catch up with desktop searches this year, mobile retailers should ensure they're poised to take advantage of this revenue opportunity."

Other interesting findings from the report include:

• 59 of the Top 100 offer mobile-only sites
• 32 offer mobile versions of existing desktop sites
• 88 of the Top 100 sites used intent-based shopping options like cards, account sign in and social media
• Sites geared to female shoppers were most likely to use responsive design and to load quickly

Research from The Search Agency found that many women-centric sites are doing a better job of creating user-friendly mobile sites. Their data shows about three-quarters of the 20 highest score sites were geared to female shoppers while 78% of those using responsive design elements were geared to women.

Image via Shutterstock

Tags: ecommerce trends, M:Commerce, mobile commerce, retail trends, The Search Agency










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