Is your e-store up to speed?

Why a faster experience increases your e-commerce sales

29 Apr 2020

Like most things in modern life, online shopping is very much about a need for speed. Improving your site’s speed can be a simple way to increase its profitability. Here’s why. 

People care about load speeds

Load speeds are more impactful to your shopper experience than you might think. 

One study found that 52% of shoppers see quick load speeds as being important to their site loyalty, and 79% of shoppers who are dissatisfied with website performance are less likely to buy from the same site again. Walmart found its conversion rate increased by 2% for every second of page load-speed improvement. 

At the other end of the scale, very slow loading time is a major reason why people abandon pages. Nearly half of web users expect a site to load in two seconds or less, and they tend to abandon a site that isn’t loaded within three seconds.

Load speeds affect your search rankings 

Since load speeds matter to users, they also matter to Google, which downgrades slower sites

Google also cares about bounce rates – a lot – especially if the user bounces off your site and lands on the next listing down. This is called ‘pogoing’ and can quickly see your site fall down the rankings. While people bounce off sites for many reasons, slow load speed is certainly one of them. 

How to improve your site load speed

There’s no silver bullet to improving page load speed – it tends to be a case of small steps that add up. Some steps to consider taking: 

  • Reduce image file sizes – compressed files will let you display imagery that looks good but is quicker to load. 
  • Use a Content Delivery Network (CDN). This caches content on servers in different parts of the world, so customers load pages from servers near them. 
  • Host your site on a dedicated server: this is the costlier option, but means you’re working with much more space and control. It also delivers far better load speeds than the alternatives.

Faster speed, more profit 

While excellent user experience, product and pricing all play a part in the success of your e-commerce site, page load speed is an easy and often overlooked way to improve conversion rates and revenue. This is because load speed plays an important role in building user loyalty, reducing bounce rates – and can make or break your search rankings. While compressing images, using a CDN and moving to a dedicated server are some quick wins, there are other tweaks that can be made to your site – but you won’t find them in a list online. It’s all about your particular site and requires an in-depth speed test to identify opportunities to maximise speed, improve customer experience and ultimately increase your conversion rate.

Solutionists use proven best practice user experience to maximise conversion rates – and we see results every time. For example, when moving from SAP Hybris to our MaxCommerce platform, one client saw a 60% increase in speed on average across multiple websites. 

If you’d like to optimise your page load speed and your site’s profitability, get in touch with the team. 


tags:

Site Speed UX

author:

Solutionists

date published:

29 Apr 2020