How much revenue could you be losing due to a slow eCommerce site?
It could be as little as 1%, and as much as 14%. This is what the Obama Administration experienced:
“Obama’s fundraising campaign during the 2011 Presidential Elections raised an additional $34 million when the Obama for America website shrunk page load time from 5 seconds to 2 seconds – that’s a 14 percent increase in donation conversion with a mere 3 seconds of website performance improvement!”
Customers reward companies with fast websites by increasing their revenue and conversion rates.
“…studies have found that people are — and always have been — most comfortable, most efficient, and most productive with response times of less than 2 seconds.” – Unbounce
We recently discussed how to measure the effects of round trip time (RTT) on your page load times.
Calculate Website Load Times
First, we will review the formula we presented in our last article. The formula that can be used to determine page load times is as follows:
We have simplified this formula to provide an easy estimate for calculations.
An example of this formula would be as follows:
How Great Are Your Improvements?
Now we will see how significant of an improvement we can make on a website by improving network speed. We will use the formula above, and only adjust the RTT number in milliseconds (ms).
We will take the formula above and hold all things constant except network latency. We will see the effects latency can have on website performance. For example:
Improving the network latency metric to 100 ms, we get the following result:
The above example shows that a 50% improvement in network latency could yield 2.5 second difference in page load times.
We do acknowledge that this would only be possible under perfect circumstances. And we do not always have perfect conditions. There are many variables that can affect page load times, and network latency is one of them. Given the evidence above, network latency is an important factor.
What This Means for Revenue
Walmart.com has determined that 1 second in page load times is 2% in revenue.
Amazon has seen that 100 ms is 1% in sales.
Applying these percentages to your current business, you can calculate how much revenue you might be losing.
“If your site receives high volumes of traffic that are globally distributed, third-party solutions can be a tremendous help. For AWS users, a network optimization tool such as Datapath.io on average improves latency by 60%, thereby decreasing RTT (round trip time) from 3.7 seconds to 1.6.” – ConversionXL
You should consider addressing your eCommerce website speed at the network connection. By improving the speed at which your website loads, you can see a significant increase in revenue.
To learn more about how you can increase revenue by improving your Internet speed, download the eCommerce Optimization Whitepaper below.