Online Retail Performance: Milliseconds Are Critical
May 01, 2017

Ari Weil
Akamai

Share this

Website performance is critical to maintaining customer attention and completing online transactions, according to the latest State of Online Retail Performance report, issued by Akamai Technologies. In fact, the study found that a 100-millisecond delay in website load time can hurt conversion rates by 7 percent.

The data, gathered by SOASTA (now part of Akamai), represents one month’s worth of anonymous user data from top online retailers, equating to approximately 10 billion user visits. The report delivers insights into how web performance affects consumers and, ultimately, online businesses, and 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.

Findings include:

■ Half of consumers browse for products and services on their smartphones, while only one in five complete purchases using those phones

■ 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


“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, SVP and GM, Web Experience Division, Akamai. “Customers have extremely short attention spans, and degradations in website performance — no matter how small — can cause consumers to go elsewhere in an instant.”

Ari Weil is Global VP of Product and Industry Marketing at Akamai
Share this

The Latest

April 18, 2019

A vast majority of organizations are still unprepared to properly respond to cybersecurity incidents, with 77% of respondents indicating they do not have a cybersecurity incident response plan applied consistently across the enterprise, according to The 2019 Study on the Cyber Resilient Organization, a study conducted by the Ponemon Institute on behalf of IBM ...

April 17, 2019

People and businesses today make mistakes similar to Troy, when they get too enamored by the latest, flashiest technology. These modern Trojan Horses work through their ability to "wow" us. Cybercriminals find IoT devices an easy target because they are the cool new technology on the block ...

April 16, 2019

Software security flaws cause the majority of product vulnerabilities, according to the 2019 Security Report from Ixia's Application and Threat Intelligence (ATI) Research Center ...

April 15, 2019

The majority of organizations (nearly 70 percent) do not prioritize the protection of the applications that their business depend on — such as ERP and CRM systems — any differently than how low-value data, applications or services are secured, according to a new survey from CyberArk ...

April 12, 2019

While 97 percent of organizations are currently undertaking or planning to undertake digital transformation initiatives, integration challenges are hindering efforts for 84 percent of organizations, according to the 2019 Connectivity Benchmark Report from MuleSoft ...

April 11, 2019

Companies have low visibility into their public cloud environments, and the tools and data supplied by cloud providers are insufficient, according to The State of Public Cloud Monitoring, a report sponsored by Ixia ...

April 10, 2019

Without improvement in time and budget constraints, the majority of tech pros (75 percent) say they will be unable to confidently manage future innovations, according to IT Trends Report 2019: Skills for Tech Pros of Tomorrow, a new report from SolarWinds. This reality ultimately puts businesses at risk of performance and competitive advantage losses, making the prioritization of skills and career development for tech pros paramount ...

April 09, 2019

Tech pros have one foot grounded in today's hybrid IT realities while also setting their sights on emerging technology, according to IT Trends Report 2019: Skills for Tech Pros of Tomorrow ...

April 08, 2019

This Thursday EMA will be presenting a webinar — Automation, AI and Analytics: Reinventing ITSM — covering recent research. There were quite a few surprises. And in fact, many of the surprises indicated a yet-more-positive outlook than we expected ...

April 05, 2019

Almost three-fourths (69 percent) of organizations have plans to deploy 5G by 2020, according to a new 5G use case and adoption survey by Gartner. Organizations expect 5G networks to be mainly used for IoT communications and video, with operational efficiency being the key driver ...