When it comes to e-commerce, site speed is critical. An Aberdeen Group study reported that visitors will start abandoning a page after three seconds, which means that page load time has major impact on the bottom line for retailers. What’s more, a one-second delay in page load time can result in a 7 percent loss in conversions, 11 percent fewer page views and a 16 percent decrease in customer satisfaction. And according to reports from Radware, an integrated application delivery systems provider that studies web performance, most retail sites aren’t meeting customers’ expectations for speed.
Tammy Everts, a senior evangelist with SOASTA and former senior researcher with Radware, spoke at our Shop.org Online Merchandising Workshop in 2014, and she outlined a few common design mistakes that often contribute to sluggish site performance. As we gear up for the next Shop.org Online Merchandising Workshop this July, we wanted to share these three common cases that continue to hurt performance. Do any of these cases apply to your site?
YOUR PAGE APPEARS BLANK, THEN POPULATES ALL AT ONCE.
If this is you, or if your page loads only the navigation, then the feature content, your customers most likely aren’t noticing your featured content. The problem for this could be related to poorly executed style sheets (investigate the carousels or sliders), third-party scripts (such as social sharing) or high-resolution images (those big, beautiful hero images). Compressing images is not complicated , said Everts, and is the best opportunity for you to optimize your performance.
THE CALL TO ACTION IS THE VERY LAST THING TO LOAD ON YOUR PAGE.
Calls to action at the bottom of large images are a common design practice, but if images are slow to load from top to bottom, these could be missed by impatient consumers. Consider moving the calls to action at the top of the banner, or using progressive JPEGs rather than baseline JPEGs, which load line by line.
YOUR PAGE HAS A POP-UP THAT BLOCKS THE REST OF THE PAGE.
Pop-ups can be useful tools for marketers, but smart execution and optimization are key. If pop-ups load too early, they could prevent the page from rendering properly and disrupt the user experience. Everts suggests delaying pop-ups for at least 10 seconds, optimizing the script and doing some testing to make sure they’re worth the ding in performance they’ll cause.
With so many priorities to juggle, performance might not be at the top of the list, especially for busy site merchandisers and marketers, but Everts argues that everyone who touches the site in every phase of development should keep performance in mind; to do that, direction should come from the top.
“Designing for performance really comes down to being a strategy decision. It has to be a top-down decision to prioritize performance,” Everts said.
For more information, check out Everts' complete slide deck with more details and suggestions for improvements. And for the very latest trends, strategies and tactics for online merchandisers , check out this year’s Shop.org Online Merchandising Workshop, to be held at the Terranea Resort in Rancho Palos Verdes, Calif., July 20-22.
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