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11/16/2017

2017 ECommerce Leaders Survey

SITE PERFORMANCE AND INNOVATION TRENDS

eCommerce leaders face a “tug of war” when it comes to web performance. On one hand, they are facing competitive pressure to stay innovative, build new features, and provide rich and engaging online shopper experiences.

To do so, they must deploy 3rd party technologies, which have been proven to significantly slow page load times. On the other hand, they are also being told to speed up their websites or shoppers will leave in droves resulting in lost revenue.

This report examines the current state of eCommerce web performance with direct feedback from 125 eCommerce Leaders.

Click the button below to download the full report.

Download 2017 Ecommerce Leaders Survey

The Yottaa Ecommerce Blog

Last updated on March 7th, 2017

As online commerce continues to expand and define the future of retail, some brands are still making one of two serious yet avoidable strategic design errors.

Either they cobble together an abbreviated mobile version of their desktop site that leaves mobile users wanting more, or they expect that Responsive Web Design (RWD) will solve all of their mobile problems, including unacceptably slow page load times.

Always Remember that Consumers are Impatient

Even when RWD and other modern design techniques are leveraged, 53 percent of all mobile users are still dissatisfied with mobile web performance, and almost half of all shoppers abandon mobile sites when the experience is not up to their expectations.

Responsive web design overcomes some of the disadvantages of the older techniques of generating slimmed-down mobile sites that lose some of the depth and lavishness of the original desktop versions. RWD is essential to satisfying users who expect the same personalized content and rich experience on mobile as they enjoy on larger screens.

However, as one set of problems is solved by RWD, others can be created. This may include slower page load times, which can translate into poor mobile browsing sessions, lost sales, dissatisfied customers, and potential damage to brand reputation and trust.

Implementing RWD is a great first step, but best practices require site designers to go further. Rather than falling back on the responsive design default of simply reconfiguring the site and sending the entire page to the mobile device as a single package, the content should be segmented into individual components, and artfully orchestrated so that the most important parts are downloaded first to captivate consumers immediately.

Make Mobile Faster, Richer, and More Exciting

As bandwidth has improved, shoppers have become more comfortable with online channels, resulting in higher expectations in terms of web performance. People want everything fast. But if they are not adequately engaged in relevant ways, they rapidly lose interest.

The dilemma here is that retailers need to provide a mobile experience with the same informative content, stunning images, and persuasive video as is displayed on their full desktop sites, but they must also ensure that everything is delivered quickly.

In the world of mobile commerce – performance, speed, and instant engagement are what drives conversions. As the performance bar rises, retailers with mobile sites are finding that eight seconds is an eternity for mobile users, and many of them will leave a shopping site if they have to wait longer than that.

Responsive design helps ensure that one source of content can be used for all devices from desktop to smartphones and tablets.

High Performance Maximizes Mobile Conversions

Today, shoppers will not tolerate a truncated site for mobile, and they are not willing to wait for a lot of data to load. This is why prioritizing page loading on mobile is an essential part of every new design initiative.

Retailers need faster device load times to drive higher mobile conversion rates. They must also attract, engage, and delight shoppers across all channels and devices – so that while some page components are still downloading, there is plenty of compelling content and colorful imagery instantly visible to grab and hold buyer interest.

Yottaa’s eCommerce Acceleration platform can help online retailers complete the evolution from mobile commerce as a secondary channel to the primary driver of more robust retail revenues by enabling them to significantly increase page load speeds on mobile devices and ensure that responsive design does not affect mobile performance.

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