Slow Websites Kill Big Sales
August 06, 2018

Antony Edwards
Eggplant

Share this

It may be the dog days of summer for most, but retailers are already busy prepping to avoid an Amazon Prime type meltdown during the holiday shopping season. However, rather than focusing efforts on coping with surges in traffic to your website, you also need to be thinking about the ongoing speed of your site.

80% find a consistently slow-running website more frustrating than one that is down

A recent YouGov poll commissioned by Eggplant explored attitudes to website speed and performance and found that speed was critical to consumers in both the US and UK. In a poll of 3,200 adults in the UK and USA, eight out of 10 adults (80%) find a consistently slow-running website more frustrating than one that is down. Indeed, 73 percent stated they would be likely to try an alternative website if the one they were using was slow.

The poll identified that slow websites frustrate 60% of consumers compared to a site that is down (23%).

There were some slight variances in the results from the US and UK consumers, but the overall sentiment was the same: slow websites will not be tolerated.

While outages are a problem for businesses around the world, the survey reveals that a slow website is much more damaging than one that is temporarily down. To stay competitive and retain customers, businesses must focus on website speed alongside website availability.

US Findings

■ 79% of Americans find a slow running website more frustrating to use than one that is down or not working.

■ 41% of American consumers rate website speed as very important when it comes to online activity.

■ 69% of Americans would move to a competitor if a site was slow.

■ When it comes to American consumers, site speed is so essential that well over half (59%) feel much more negative to a brand if its site is consistently slow to load. This is in contrast to less than a quarter (23%) who feel the same way if a site was temporarily down or not working.

■ To provide context 24% of US consumers stated they would eat less than half a donut before giving up on a website and moving to another.

UK Findings

■ 81% of Brits find a slow website more frustrating to use than one that is down or not working.

■ 70% of UK adults rate website speed as important when it comes to online activity.

■ 75% of Brits would be likely to use a competitor website if the one they were using was slow. This is especially important for brands who commoditize based entirely on price such as tickets, hotel, and travel sites.

■ 60% feel much more negative to a brand if its website is consistently slow to load compared to 23% who feel the same way if a site is down or not working.

It's clear from the poll that in the eyes of consumers a fast, responsive, website is critical. It is no longer simply enough for sites to be available, to make the most of the holiday traffic surges brands need to ensure a fast experience. By focusing on speed, it will help maximize conversions and enhance a brands reputation. It appears from the data that speed has the potential to kill websites!

Antony Edwards is COO of Eggplant
Share this

The Latest

February 22, 2024

Some companies are just starting to dip their toes into developing AI capabilities, while (few) others can claim they have built a truly AI-first product. Regardless of where a company is on the AI journey, leaders must understand what it means to build every aspect of their product with AI in mind ...

February 21, 2024

Generative AI will usher in advantages within various industries. However, the technology is still nascent, and according to the recent Dynatrace survey there are many challenges and risks that organizations need to overcome to use this technology effectively ...

February 20, 2024

In today's digital era, monitoring and observability are indispensable in software and application development. Their efficacy lies in empowering developers to swiftly identify and address issues, enhance performance, and deliver flawless user experiences. Achieving these objectives requires meticulous planning, strategic implementation, and consistent ongoing maintenance. In this blog, we're sharing our five best practices to fortify your approach to application performance monitoring (APM) and observability ...

February 16, 2024

In MEAN TIME TO INSIGHT Episode 3, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at Enterprise Management Associates (EMA) discusses network security with Chris Steffen, VP of Research Covering Information Security, Risk, and Compliance Management at EMA ...

February 15, 2024

In a time where we're constantly bombarded with new buzzwords and technological advancements, it can be challenging for businesses to determine what is real, what is useful, and what they truly need. Over the years, we've witnessed the rise and fall of various tech trends, such as the promises (and fears) of AI becoming sentient and replacing humans to the declaration that data is the new oil. At the end of the day, one fundamental question remains: How can companies navigate through the tech buzz and make informed decisions for their future? ...

February 14, 2024

We increasingly see companies using their observability data to support security use cases. It's not entirely surprising given the challenges that organizations have with legacy SIEMs. We wanted to dig into this evolving intersection of security and observability, so we surveyed 500 security professionals — 40% of whom were either CISOs or CSOs — for our inaugural State of Security Observability report ...

February 13, 2024

Cloud computing continues to soar, with little signs of slowing down ... But, as with any new program, companies are seeing substantial benefits in the cloud but are also navigating budgetary challenges. With an estimated 94% of companies using cloud services today, priorities for IT teams have shifted from purely adoption-based to deploying new strategies. As they explore new territories, it can be a struggle to exploit the full value of their spend and the cloud's transformative capabilities ...

February 12, 2024

What will the enterprise of the future look like? If we asked this question three years ago, I doubt most of us would have pictured today as we know it: a future where generative AI has become deeply integrated into business and even our daily lives ...

February 09, 2024

With a focus on GenAI, industry experts offer predictions on how AI will evolve and impact IT and business in 2024. Part 5, the final installment in this series, covers the advantages AI will deliver: Generative AI will become increasingly important for resolving complicated data integration challenges, essentially providing a natural-language intermediary between data endpoints ...

February 08, 2024

With a focus on GenAI, industry experts offer predictions on how AI will evolve and impact IT and business in 2024. Part 4 covers the challenges of AI: In the short term, the rapid development and adoption of AI tools and products leveraging AI services will lead to an increase in biased outputs ...