How long do you wait for a web page to load?

Consumers have become even more comfortable shopping online since the pandemic began, but we are not patient about it.

How long do you wait for a webpage to load?

Consumers have become even more comfortable with shopping online since the pandemic began, but they are not patient about it.



A survey by Digital.com 52% of online shoppers leave a website if they have to wait more than six seconds for a page to load. People actually expect it to be much faster than that.

“Online shoppers believe that pages on e-commerce sites should take a maximum of two to three seconds to load. I think the biggest risk here for websites is not paying attention and just thinking that creating a beautiful website will convert customers,” said Huy Nguyen, CMO of Digital.com.

Its survey of 1,250 e-commerce shoppers found that 8% move on if a page takes longer than a second to load.

All of the major e-commerce sites like Amazon, Walmart, and other national retailers have armies of designers and programmers who make their sites incredibly fast and efficient, raising consumer expectations and raising the bar for small businesses selling their products. and online services.

In addition to choosing a reliable company to host the site, Digital.com said there are several culprits that can slow a family retailer’s website performance. One of them, ironically, is all the free software that makes it easy to design and launch a website, such as WordPress or Shopify.

“There is a huge business and market for third-party apps that anyone can go out and install a free app to help build their websites. But what happens is if you have too many and you forget to delete them, it eats away at your website resources,” Nguyen said.

Outdated models that are not optimized can be a cause of slow performance. So can pictures. Even with today’s super-fast speeds, downloading full-resolution images is still a source of slow page load times.

And an e-commerce site that is not optimized for consumers’ phones is totally obsolete today.

“Mobile experience is key. Everyone does it on their phone. They do it on the go. So there’s a big opportunity here to make sure you have a great mobile experience,” Nguyen said.

There are many free or low-cost tools that allow site managers to check page load speeds by analyzing a website’s infrastructure, assets, and third-party applications, and provide specific recommendations on what to fix. to bring.

Slow-loading pages are the top source of dissatisfaction for one in five online shoppers, and 45% of respondents said it leaves a negative impression of the business. Slow loading pages may lead a visitor to suspect that the website has spam or malware issues. Security issues are another major source of dissatisfaction.

According to the Digital.com survey, the other top frustrations for online shoppers are general security issues and unclear or unintuitive site navigation.

The Digital.com survey was conducted online on January 16. His full results are online.

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