More than ever, your Website's performance matters. The average online shopper expects your pages to load in two seconds or less, down from four seconds in 2006; after three seconds, up to 40% will abandon your site. And performance pressure just keeps growing. To drive more sales and boost brand image, today's Websites are increasingly dependent on sophisticated technologies such as shopping tools, interactive games, and videos that attract attention, hold interest or move visitors toward your virtual shopping cart. But if the technology behind the marketing vision for your Website creates delays or fails to work properly, watch out - your visitors may quickly abandon your site and run to the competition.
WHITE PAPER: WEB PERFORMANCE MANAGEMENT
WHEN YOU'RE DOING BUSINESS ON THE WEB, EVERY Gomez' own data reveals that lack of visitor loyalty. By analyzing page SECOND COUNTS abandonment data across more than 150 web sites and 150 million page views, Gomez found that an increase in page response time More than ever, your web site's performance matters. The average from 2 to 10 seconds increased page abandonment rates by iionline shopper expects your pages to load in two seconds or less, 38 percent. down from four seconds in 2006; after three seconds, up to 40 ipercent will abandon your site. The causes of web dysfunction may be complex, but the lesson is simple: so-called IT issues that slow down your site can impact And performance pressure just keeps growing. To drive more revenue, customer satisfaction and your brand - if they're not sales and boost brand image, today's web sites are increasingly identified, monitored and resolved. dependent on sophisticated technologies such as shopping tools, interactive games and videos that attract attention, hold interest or In the remainder of this white paper, you'll learn about the direct move visitors toward your virtual shopping cart. But if the technology impact web performance has on business results. And you'll discover behind the marketing vision for your web site creates delays or fails powerful tools for driving the superior customer experience - and to work properly, watch out - your visitors may quickly abandon your business revenues - you demand from your web site.site and run to the competition.
PAGE RESPONSE TIME DRIVES AN INCREASE IN PAGE ABANDONMENT
Increasing page response time from two seconds to eight seconds increases page abandonment by 33 percent.
TMYOUR CUSTOMERS ARE NOT PATIENT BING REVENUE AND CUSTOMER SATISFACTION IMPACTS DUE TO PERFORMANCE DELAYSEven small numbers can have a big impact on your business. Let's start with the basics - availability: how available is your site to your visitors and potential customers?According to studies by the Aberdeen Research Group, the industry iiiaverage is 97.8 percent availability. Not bad right? Wrong. Consider what a two percent lack of availability really looks like - it means your site is out of business eight days a year. For an ecommerce site generating $100,000 a day, that translates into a loss of $800,000 in yearly revenue. It's not good enough for your site just to be available - it also has to be fast. The same Aberdeen study found that the average impact of a one-second delay meant a seven percent reduction in conversions. For the $100,000/day ecommerce site, a one-second delay means $2.5 million in lost revenues in a year.
AVERAGE IMPACT OF ONE SECOND DELAY IN RESPONSE TIME
Bing found that a two-second slowdown reduced satisfaction by 3.8 percent and revenue/user by 4.3 percent.
EVEN THE BIGGEST PLAYERS AREN'T IMMUNEMicrosoft's Bing conducted its own study to measure the impact of delay on performance. A mere two-second delay led to a 1.8 percent drop off in queries, a 3.75 percent reduction in clicks, more than a 4 percent loss in satisfaction and, most importantly, a 4.3 percent loss ivin revenue per visitor. Considering the traffic Bing generates, that's a significant amount of business lost. AOL measured similar losses caused by delays, specifically in a Aberdeen Group found that a one-second delay in web page reduction of page views per visit. Visitors in the top 10 percentile of fastest page load times viewed an average of 7.5 pages per visit. response time decreased conversions by 7 percent. In the bottom 10 percentile of page load speeds, pages per visit vdropped to about 5. The conclusion: the slower your site, the fewer pages your visitors will view. OPTIMIZED PERFORMANCE INCREASES BUSINESS VALUE As the table suggests, the optimized site beat the non-optimized site in key metrics of visitor engagement. It's important to note that the It's clear that poor availability and page-load times have an immediate increase of average time on site shows that visitors did not merely see - and negative - impact on customer experience. But will more pages per visit because of faster load times; the site's overall improving performance lead to more favorable business outcomes? "stickiness" improved as well.Consider a few objective, real-life examples. The most significant metric for the e-commerce site regards business outcomes. Per... [download for more]
