gomez performance impact conversion 7 seconds

[admin]

We had a pretty interesting presentation from Gomez yesterday on the impact of site performance on overall conversion which is backed up by a Gartner report earlier in the year called E-Commerce Websites: Features That Make Consumers Buy.

Key findings of the Gartner report

• Consumers expect to have detailed and accurate product information*
• Consumer expectations demand good performance from retailer websites
• The Akamai "7 Second Rule", page abandonment spikes after that
• Consumers would like to see more single-page shopping carts
• Consumers' product reviews are becoming a must-have element

According to the Gartner report page load speed is the 3rd most important influencing factor. "Web pages that are displayed quickly (that is, in seven seconds or less). We chose seven seconds for the survey, as historical Akamai research showed consumers abandoned pages if they took longer than seven seconds to load. However, recent statistics presented by Gomez showed that this is a moving target, suggesting that consumers will only allow five seconds for a page to render. Clearly, the emphasis here is on the consumer experience, and the consumer expects websites that feel snappy and responsive for them to stay interested in the website. Delay the presentation of the product information that the consumer is looking for, and you run the risk of losing not only the sale but your customer."
Apart from the performance testing features, we also really liked the cross browser testing and preview functionality as well which allows you to generate JPGs showing how your website looks across various browsers and operasting systems as well as mobile devices. Have a look at the below screen shots for the Datalicious blog to see how the site renders on an iPhone, iPad and Blackberry as well as load times across the various Posterous elements.

Download the full Gartner report on E-Commerce Websites: Features That Make Consumers Buy.


See and download the full gallery on posterous




Permalink | Leave a comment »



More from the Datalicious Blog...