Network latency is negatively impacting your eCommerce site in four key areas:
- Website search
- User accounts
- Payment processing and check out
- Web development
“53% of e-commerce site owners lost money or visitors due to poor performance or stability on their site.” – Load Impact
“47% of people expect a web page to load in two seconds or less. 57% of visitors will abandon a page that takes 3 seconds or more to load. At peak traffic times, more than 75% of online consumers left for a competitor’s site rather than suffer delays.” – ConversionXL
These areas are not only the most prone to slow page load times, they are also important conversion or potential customer bounce points. There is pressure for optimizing dynamic content. Three of these four conversion points have a high percentage of dynamic content. Let’s take a look at each area individually.
The first problematic area we will discuss is website search. About 40% of websites have faceted search.
The search function on a website consists of dynamic content. This dynamic content can affect page load times. If you are using a 3rd party integration, through a provider such as Omikron, this may not be as large of an issue. If the search function is hosted on the website, there are potentially more issues with slow page load times.
User accounts will consist of dynamic content. If page load times are significantly high, it will be a point where a potential customer is lost.
The very nature of a user account is that it can be updated by the user continually. This means the updates, if slow, can cause customer frustration. Frustration can lead to a lost customer. Ensuring the proper construction of a user account can reduce slow loading times.
The construction of the payment platform can affect ultimate sales. With slow check out times, 46% of online shoppers cite checkout speed as the number one factor that determines whether they will return to a site.
Website structure can present issues with page load times. We discuss this in our eCommerce optimization Whitepaper best practices section to improve the structure of your website. Using website development best practices will affect your initial page load time. Four web development focuses which affect the performance of your website are:
- Optimized code
- The number of website link redirects
- Your website host
- Image sizes and format
These areas of your website have a large percentage of dynamic content. They are also conversion points. This presents an issue with page load times. As dynamic content is the most difficult to optimize, this means the most difficult areas to optimize are the most important.
The solution resides in addressing network latency, which Datapath.io can resolve.
To learn more about how to optimize these four areas, you can download our eCommerce website optimization Whitepaper.