Would you like to market your products or services online?
Better make sure your site loads fast because a new report shows ecommerce shoppers won’t be waiting long. the opinion poll from Digital.com asked 1,250 online shoppers how long they typically wait for web pages to load before abandoning a site and their intended purchase.
53% expect the page to load in three seconds or less, and 21% say slow-loading pages are their biggest problem when shopping online. Half will simply abandon their shopping cart if pages don’t load fast enough, the report said.
Looking closer, 19% of online shoppers say they abandon a webpage that takes more than two to three seconds to load, and 8% abandon it after one second.
Those numbers don’t surprise Burt Flickinger, managing director of the retail consulting firm Strategic Resource Group.
“This is crucial as people look at hundreds of screen images every day,” he said. “And loading a page in eight seconds can make them look for something else to look at.”
Digtal Marketing Director Huy Nguyen agrees.
“In today’s digitally connected world, where many people have access to high-speed internet via their mobile devices at home and on the go,” he said. “It’s perfectly reasonable that consumers expect a quick and easy online shopping experience.”
Businesses should pay attention, as the latest figures from the US Census Bureau show that online sales accounted for 13% of the country’s total sales in the third quarter of 2021. and SmartInsights predicts that US e-commerce sales will grow to 23.6% of all sales by 2025.
Other top causes of dissatisfaction in Digital.com’s report are security concerns (20%), unclear site navigation (15%), and websites that aren’t mobile-friendly (15%).
Today, most consumers have their noses buried in their smartphones or laptops at home, at work, at the beach, and almost every other place you can think of. This online focus can be intense. And sometimes dangerous, according to Flickinger.
“It’s almost like someone is crossing the street when cars, trucks and everything else is coming and they don’t look up,” he said.
Other top causes of dissatisfaction in Digital.com’s report are security concerns (20%), unclear site navigation (15%), and pages that are not mobile-friendly (15%).