Web pages and their composition play a significant role in website performance. When we talk about page composition or page layout, we refer to the process of arranging and placing all kinds of content on the web page. A well composed web page is one that not only looks appealing and attractive but also be able to deliver the message to the audience through relevant content. Even, the page load time is also dependent on page composition.
Recently, a report was published by Radware titled Ecommerce Page Speed & Web Performance. It included quarterly benchmark of performance and page composition of some most popular ecommerce websites. The main aim of this report was to discover the trend of changing pages over time and what kind of impact these changes have on per-page performance.
Significance of the Report
In the present era, there have been a lot of misconceptions about website performance. It has been observed that people usually rely on their assumptions being totally unaware of the facts. Here are the two most common assumptions that most of the website developers and owners hold.
Assumption #1: Pages are getting faster
They believe that with the evolution of browsers, networks and devices, the load time of web pages continues to improve.
Assumption #2: Even if load times aren’t improving, we shouldn’t worry about it.
They also believe that web pages have become very much smart in serving key content fast. Looking from customer’s or visitor’s view, that’s what all required.
In order to carry out the test, the results were extracted using Google Chrome as it is the most widely used browser all over the world. When coming to selecting the number of sites, top 500 Alexa-ranked sites were chosen. The reason is that these sites are more likely to follow performance practices while having a performance strategy as well.
Finding #1: Average load time for a retail website ranked on Alexa 500 is 7.72 seconds
The report revealed the fact that most famous retail websites are turning slower. The average time a page took to fully load for a first time visit to the website was 7.72 seconds. This shows a 13.7% slowdown since 2012 when the page used to take 6.79 seconds to load.
However, recently it has been observed that load time is no longer considered a reliable metric for user experience. For this reason, a new metric—time to interact—was also analyzed.
Finding #2: Average time to interact is 4.9 seconds for an Alexa 100 retail site
The report found out that the home page took an average time of 4.9 seconds to become interactive. This time is much greater than the ideal interaction time. Different stats and figures have been brought forward over the years that say 57% of visitors are likely to abandon a web page that has the loading time of 3 seconds or more.
Another finding suggests that a site having load time of 3 seconds faces 22% lesser page views and conversions along with 50% higher bounce rate as compared to a site that takes 1 second to load. Similarly, a site that takes 5 seconds to load faces 105% higher bounce rate, 35% lesser page views and 38% fewer conversions.
Wake Up E-commerce Sites Owners!
The report revealed some surprising facts about the web performance of the leading retail websites. These websites are either not aware of the fact that their higher page load time is causing them immense losses in all aspects or they don’t find it a significant matter to be worried about. No matter what it is, the e-commerce site owners genuinely need to work on their web performance. For this purpose, there are multiple Web Optimization Tips that can help considerably in reducing the load time of a web page.
Here, you can find the complete infographic supporting this report.