The fast-advancing rate at which technology improves upon itself is astounding. With it, we have gained tremendous access to information, entertainment, news and more, in visually arresting pixels and HD quality images. Unfortunately, we have also grown impatient. Did you know that a one-second page delay on an ecommerce site can cost a company millions of dollars in lost sales over the course of a year? We aren’t joking.
As computers have become increasingly efficient and internet speed has increased, a shopper’s tolerance for the dreaded loading bar has dropped dramatically. For online sellers, this has a direct effect on sales. Take a look at these statistics regarding latency and loading time. Which frightens you the most?
- After 2 second loading time, 10% abandonment. After 3 seconds, 40% abandonment.
- 47% expect a web page to load in 2 seconds or less.
- 52% of shoppers say that quick page loading is important to their site loyalty.
- 79% of shoppers who are dissatisfied with website performance are less likely to buy from the same site again.
- 44% of online shoppers will tell their friends about a bad experience online.
So how do you combat loading time and keep your customers satisfied (and on your page)? To adapt, businesses are avoiding scripts that slow their loading time. Remove all flash animation, and be prudent with any moving animation on your pages. Compress large image and video files and be sure to use the most current technology whenever possible. If you want to use some fancy flash animation to explain a process or distinguish your product from the competition, make sure it doesn’t live on the home page.
You may think combing through your site with these edits in mind sounds tedious. But when you consider the fact that a one-second page delay for an ecommerce site making $100,000 daily could potentially cost $2.5 million is sales lost each year – we think it’s worth the effort. Fast ecommerce experiences keep customers satisfied and shopping.