Digital performance management company Dynatrace’s analysis shows that consumers expect sites to load in less than three seconds, and that the slightest delay can have a ripple effect on revenue.
Dynatrace used its metric to collate the analysis, which measures the time that it takes for a web page to load fully.
According to Shoppimon’s Q4 2017 Online Health & Usability Index (OHUI), online retailers invested much of their effort in a series of upgrades and updates to improve site performance in preparation for the holiday season.
The retailers’ efforts seems to have paid off since there was a drop in interactive load times by at least 10%.
Dynatrace maintains a OHUI Index page for some of the largest eCommerce sites. Even without using their analysis service, this page can be a useful tool for SMEs to compare their site speed against some of the biggest eCommerce businesses in the world.
“Providing shoppers with a great online shopping experience is vital for retailers looking to succeed in the cut-throat world of eCommerce. Our visually complete metric was developed to help organizations focus on what really impacts user experience.”
Dave Anderson, Dynatrace Digital Performance Expert
Online Customer Experience Matters
Dynatrace’s analysis showed that Germany (36% faster) had the best online experience in western European countries. It was followed by France (7% faster) and the Nordic region (4% faster).
All countries had consumer experiences that went beyond 2.5-second speed. Meanwhile, the U.S. (10% slower), Spain (14% slower), Australia (15% slower), and China (42% slower) were at the slower end on the global average.
Dave Anderson also added that there should be a balance response time and the time that it takes for a website to load up.
He also added that a site that is visually complete should be the main standard for any company who’s trying to learn more about the online user experience.
According to Globe-News Wire, although speed optimization helped the 2017 revenues go up by $1.5 billion, technical issues managed to cost companies to lose $11.8 billion.
System downtime, missing store pages, and broken search are just some of the issues that consumers experienced during the holiday season.
Now is The Time To Consider Improvements
These months after the holidays is the time to consider improvements. If you are not happy with your site’s speed, you may wish to look at CDNs, upgrading your server capabilities, or changing eCommerce platforms.
Mobile sites will need to get faster for most eCommerce merchants. You may have a responsive template or mobile-specific site, but are your image optimized for both desktop and mobile?
Compare your mobile speed to your competitors. If you are lagging behind, you really want to make some improvements.
With competition ever so increasing in eCommerce, being complacent is not an option.
Some time and money spend during the slower time of the year for most eCommerce SMEs is a good time to make necessary changes to keep your site operating at peak performance and improve conversion.
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