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BizReport : Ecommerce archives : August 05, 2013

Web page load times rising among top U.S. retailers

Consumers and retailers alike feel the need for online speed, but a new report reveals that, despite broadband speeds increasing across the US, the average load time of websites has risen by almost one second since this time last year.

by Helen Leggatt

A slow-loading website is a turn-off for many Internet users, and past research has shown that slower sites are often ditched in favor of those of faster-loading rivals.

Yet, despite the increasing importance of user experience to the bottom line, a new report from application solution provider Radware shows the average time taken for a website to load has risen from 6.79 seconds in the Spring of 2012, to 7.72 seconds during a two week period from 24 June to 5 July 2013.

Consider those speeds against findings that over half (57%) of users abandon pages that take longer than 3 seconds to load.

Radware tested the homepages of the top 500 U.S. retail websites (as ranked by on various browsers including Internet Explorer 10, Chrome 27, and Firefox 21. Sites were ranked based on load time as well as time to interact, a metric designed to show how long it took before the page became useable.

"These findings are startling - retailers still don't realize that they are losing customers by neglecting core best practices," Tammy Everts, web performance evangelist, Radware, said of the report, 'State of the Union: Ecommerce Page Speed and Web Performance, Summer 2013'.

"Web pages need to work smarter and harder. Site owners not only need to adopt core best practices, but also utilize advanced techniques that optimize the browser's efficiency," added Everts.

Image via Shutterstock

Tags: browser, ecommerce, page loading, retail, user experience, website optimization

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