New Findings: State of the Union for Ecommerce Page Speed and Web Performance [Spring 2015]

April 15, 2015 — by Kent Alstad6

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New Findings: State of the Union for Ecommerce Page Speed and Web Performance [Spring 2015]

April 15, 2015 — by Kent Alstad6

There are compelling arguments why companies – particularly online retailers – should care about serving faster pages to their users. Countless studies have found an irrefutable connection between load times and key performance indicators ranging from page views to revenue.

For every 1 second of improvement, Walmart.com experienced up to a 2% conversion increase. Firefox reduced average page load time by 2.2 seconds, which increased downloads by 15.4% — resulting in an estimated 10 million additional downloads per year. And when auto parts retailer AutoAnything.com cut load times in half, it experienced a 13% increase in sales.

Recently at Radware, we released our latest research into the performance and page speed of the world’s top online retailers. This research aims to answer the question: in a world where every second counts, are retailers helping or hurting their users’ experience – and ultimately their own bottom line?

Since 2010, we’ve measured and analyzed the performance of the top 100 ecommerce sites (as ranked by Alexa.com). We look at web page metrics such as load time, time to interact (the amount of time it takes for a page to render its feature “above the fold” content), page size, page composition, and adoption of performance best practices. Our goal is to obtain a real-world “shopper’s eye view” of the performance of leading sites, and to track how this performance changes over time.

Here’s a sample of just a few of the findings from our Spring 2015 State of the Union for Ecommerce Page Speed & Web Performance:

Time to interact (TTI) is a crucial indicator of a page’s ability both to deliver a satisfactory user experience (by delivering content that the user is most likely to care about) and fulfill the site owner’s objectives (by allowing the user to engage with the page and perform whatever call to action the site owner has deemed the key action for that page). The median TTI in our research was 5.2 seconds.

Ideally, pages should be interactive in 3 seconds or less. Separate studies have found that 57% of consumers will abandon a page that takes longer than 3 seconds to load. A site that loads in 3 seconds experiences 22% fewer page views, a 50% higher bounce rate, and a 22% fewer conversions than a site that loads in 1 second, while a site that loads in 5 seconds experiences 35% fewer page views, a 105% higher bounce rate, and 38% fewer conversions. Only 14% of the top 100 retail sites rendered feature content in 3 seconds or less.

Page size and complexity typically correlate to slower load times. The median top 100 page is 1354 KB in size and contains 108 resource requests (e.g. images, HTML, third-party scripts). In the past two years, the median number of resources for a top 100 ecommerce page has grown by 26% — from 86 resources in Spring 2013 to 108 resources in Spring 2015. Each of these page resources represents an individual server call.

Images typically comprise between 50 to 60% of a page’s total weight, making them fertile territory for optimization. Yet 43% of the top 100 retail sites fail to compress images. Only 10% received an ‘A’ grade for image compression.

Despite eBay and Walmart’s status as retail giants, both sites have had less than stellar performance rankings in previous ecommerce performance studies. In our Fall 2014 report, these sites ranked 36th and 57th, respectively, out of 100. Our latest research, however, finds that both companies have made an impressive performance comeback – with each site’s home page rendering primary content in fewer than 3 seconds. The report provides insight into what each site did to improve its performance.

The good news is that there are opportunities for every site – even those that are relatively fast already – to fine-tune performance by taking a more aggressive approach to front-end optimization.

Get the report: Spring 2015 State of the Union for Ecommerce Page Speed & Web Performance

Kent Alstad

Kent is an entrepreneur, software architect, and technology innovator. Before taking his former role of VP Acceleration at Radware, Kent was CTO at Strangeloop Networks, where he was instrumental in authoring all of Strangeloop’s issued and pending patents. Prior to helping create Strangeloop, he served as CTO at IronPoint Technology. Kent also founded Eclipse Software, a Microsoft Certified Solution Provider, which he sold to Discovery Software in 2001. In more than 25 years of professional development experience, Kent has served as architect and lead developer for successful production solutions with The Active Network, ADP, Lucent, Microsoft, and NCS. ”Port View”, an application Kent architected for the Port of Vancouver, was honoured as ”Best Administrative System” at the 1996 Windows World Open Competition.

6 comments

  • Patrick Kettner

    April 15, 2015 at 4:06 pm

    Under walmart’s performance comparison, you show a filmstrip comparing Fall 2014 with Spring 2015, but label it as Fall 2015.

    great report!

    Reply

  • Doug Wagner

    April 15, 2015 at 10:33 pm

    Very interesting article. The tension to add so many features and responsive capabilities is really challenging old ways of measuring page performance! Any insight on how this applies to B2B sites vs B2C (retail) sites?

    Reply

    • Kent Alstad

      April 17, 2015 at 1:22 pm

      Good question. We are investigating for future articles. Thanks for the feedback.

      Reply

  • Thomas Stensitzki

    April 17, 2015 at 12:40 am

    It is always a pleasure to read about how the size of embedded resources in websites is still growing.
    Thomas

    Reply

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  • Marco Braggio

    April 30, 2015 at 7:46 am

    This couldn’t be more timely. Great piece and definitely some takeaways.

    Though it’s touched on briefly in the conclusion, I would have liked to seen more mobile focus. With online retailers seeing 50% traffic from mobile, I dare say that build for mobile first or focus on mobile performance should be the priority.

    Reply

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