Roughly 70% of online shopping carts are abandoned before checkout, and new findings suggest that slow load times are the number-one culprit. A recent survey* of more than 2,500 online consumers in the US and UK found that two thirds (67%) of UK shoppers and more than half (51%) of those in the US said that site slowness is the top reason they’d abandon a purchase. These are pretty compelling numbers, but what do they mean in real terms for a typical site owner?
What do these findings mean for you?
To test the impact of slow pages on transaction completion, we worked with a brave customer who shared our curiosity. Over a 12-week period, we conducted a split test in which a segment of their web traffic was divided into three sub-segments:
- Fast: This group received a fully optimized set of pages. (For this experiment, optimal performance was defined as pages that load in less than 5 seconds.) This established the baseline conversion rate for the experiment.
- Slow (page 1): This group experienced a 2-second delay to the first page in the transaction.
- Slow (page 3): This group experienced a 2-second delay to the third page in the transaction.
As the results in the table below show, a 2-second delay in load time during a transaction resulted in abandonment rates of up to 87%. This is significantly higher than the baseline abandonment rate of 67%.
If you’re a glass-is-half-full kind of person, here’s the positive spin: making each page in a transaction just 2 seconds faster resulted in more than double the number of completed transactions.
Also interesting is the fact that it’s not enough to lure shoppers in with a speedy first page. Slowing down the third page – for shoppers who are at the halfway point of a transaction – caused the bounce rate to jump from 67% to 80%.
What are the most common shopping cart performance culprits?
These are the four most common performance issues we see every day:
1. Too many pages in the checkout process
There’s a reason why companies like Amazon have made it a priority to allow one-click checkout for customers who want to hustle through the purchasing process. They know that each stage in the checkout process is an invitation for attrition.
2. HTTPS/SSL
In our world, the only issue that trumps web performance is security. Your checkout process must be secure, but that security can come with a performance price tag: all that handshaking, encrypting, and decrypting necessarily takes time. Site owners who want to make the checkout process faster should take a look at how their site handles security. (Quick tip: Enable HTTPS content to be cached by the browser, which will help checkout pages render somewhat faster. There’s a myth that HTTPS content can’t be cached, but in actuality this is controllable with response headers, just like HTTP content.)
3. Too many page resources
Enabling browser caching, as explained above, will help with this problem, but you should also take a close look at your checkout pages and weed out extraneous images and other large files. Not only do these files consume unnecessary bandwidth, they’re also distracting when shoppers should be focusing on completing a single task.
4. Third-party service calls
If a site uses third-party services such as address validation, credit card authorization, and analytics, you need to make sure these services are performing quickly and reliably during checkout. This means understanding your service-level agreements (SLAs) with third-party providers and knowing what kind of monitoring and performance reporting these providers offer.
Learn more: Find out how Radware FastView gives you automated real-time acceleration of Web applications, out-of-the-box.
*Adventures in Retail: The other line is faster, Brand Perfect, November 2012
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In 2006, Amazon reported that for every 100 milliseconds they speed up their website, they see a 1% increase in revenue. Then Google announced, in an effort to improve the web, that page speed was a consideration in how they rank search results.
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[…] QUOTE: “a 2-second delay in load time during a transaction resulted in abandonment rates of up to 87%. This is significantly higher than the baseline abandonment rate of 67%.” Tammy Everts, Radware, 2013 […]
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[…] Si su sitio web tiene un proceso de pago o conversión más largo, un estudio reciente muestra que un retraso de dos segundos es todo lo que se necesita para aumentar los abandonos de pago al 87% . […]
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[…] QUOTE: “a 2-second delay in load time during a transaction resulted in abandonment rates of up to 87%. This is significantly higher than the baseline abandonment rate of 67%.” Tammy Everts, Radware, 2013 […]
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[…] for high-detailed and sophisticated designs. Please avoid this as it increases your loading time. Stats indicate that a 2-second delay in load times can increase the abandonment rate to 87%. Also, your […]
with a conversion rate of 10% when the page speed took longer than 10 seconds. Another study by Radware shows that a 2-second delay in load time during a transaction results even in an 87% cart.
Please avoid this as it increases your loading time. Stats indicate that a 2-second delay in load times can increase the abandonment rate to 87%.
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[…] QUOTE: “a 2-second delay in load time during a transaction resulted in abandonment rates of up to 87%. This is significantly higher than the baseline abandonment rate of 67%.” Tammy Everts, Radware, 2013 […]
[…] 網頁載入速度一直都是Google很重要的排名因素,而速度慢可能不止影響你的SEO,還會連帶影響整個銷售流程,消費者可能因為購物車載入過慢就棄標,甚至有研究表示,過慢的速度會增加29%的購物車放棄率。 […]
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[…] QUOTE: “a 2-second delay in load time during a transaction resulted in abandonment rates of up to 87%. This is significantly higher than the baseline abandonment rate of 67%.” Tammy Everts, Radware, 2013 […]
It is so hard for me to improve my website load speed
[…] Site speed is a significant signal Google uses in its ranking algorithm. And while it is important for ranking purposes, eCommerce stores note it also directly impacts their bottom line. According to a recent research study, slow load times increase shopping cart abandonment by approximately 29.8%. […]
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[…] are both important to your site’s ability to rank and user experience. According to a study from Radware, 51 percent of online shoppers in the U.S claimed if a site is too slow they will not complete a […]
[…] 51% of U.S. online shoppers will not complete a purchase if a website is too slow. […]
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[…] QUOTE: “a 2-moment delay in load fourth dimension during a transaction resulted inwards abandonment rates of upwardly to 87%. This is significantly higher than the baseline abandonment rate of 67%.” Tammy Everts, Radware, 2013 […]
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[…] longer to load, you might end up putting your visitors off your website before it is fully loaded. A 2013 study by Radware found, in fact, that 87% of consumers will abandon a webpage if there is a two-second delay in load time. […]
Sometimes i am really shocked how many sites do not still use HTTPS/SSL certificate. It ruines your website perfomance. I hoghly recommend to start from this point
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[…] 51% of the US customers claim that slow websites are the main reason making them search for different places to order similar products/services. So, the speed at which your site’s pages load is of impressive importance when it comes to boosting conversion rates. […]
[…] Radware has estimated that even a page load delay by 2 seconds can increase the cart abandonment rate to 87%. Also, 70% of the online carts are abolished before checkout! According to proven human psychology, buyers think that they are waiting much longer than they really are! […]
wrote in a recent post on the Radware blog, 70% of online shopping carts are abandoned before checkout
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[…] If customers soar off your site because of gradual loading instances, they’re merely now not changing. (As a refresher, changing is when a consumer completes a desired motion, akin to signing up to your e-newsletter, sharing on their social media, filling out a sort you’ve supplied and/or making a purchase order.) If your site has an extended checkout or conversion procedure, a up to date learn about presentations that a two-second delay is all it takes to increase checkout abandons to 87%. […]
[…] slow website will decrease the number of purchase transactions. Based on a survey , 67% of consumers in the UK and 51% of consumers in America choose not to buy products if the […]
there’s many reasons for website slow loading pages, i think one of them is the hosting servers and datacenter locations , and the other’s is for website code.
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