Akamai Online Retail Performance Report: Milliseconds Are Critical
The data, gathered by SOASTA (now part of
Access to an extraordinary amount of user data, as well as the ability to correlate that data with key performance indicators, helped create the only report of its kind in the industry. The Online Retail Performance Report delivers insights into how web performance affects consumers and, ultimately, online businesses. The report explores the "magic number" for page load times and the impact of one-second performance improvements – or slowdowns – on conversion and bounce rates, as well as impact of performance on session length.
"Since my days as Executive Director at Shop.org I have seen how e-commerce businesses are impacted by performance challenges, yet struggle to identify and treat the root cause," said
At the highest level, the data indicates that website performance is critical to maintaining customer attention and completing online transactions. Specific findings include:
- Half of consumers browse for products and services on their smartphones, while only one in five complete purchases using those phones
- A 100-millisecond delay in website load time can hurt conversion rates by 7 percent
- A two-second delay in web page load time increase bounce rates by 103 percent
- 53 percent of mobile site visitors will leave a page that takes longer than three seconds to load
- Bounce rates were highest for mobile phone shoppers, while tablet shoppers had the lowest bounce rate
The report is rooted in the e-commerce market's ongoing drive towards faster web performance. Online retail benefits from delivering better customer experiences, especially on mobile devices, and the State of Online Retail Performance report offers insights into what makes a superior online buying experience. The report identifies ways that high-performance web pages are different from poorly performing pages, looks at third-party scripts and other outside factors that can impact performance, and provides the reader with practical, actionable guidance on how they can compete in an ever-changing e-commerce landscape.
"Results from our State of Online Retail Performance report have shown that user experience is critical to e-commerce success, and things aren't getting any easier," said Ash Kulkarni, senior vice president and general manager, Web Experience Division,
In addition to making the State of Online Retail Performance report available for download,
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