Slow mobile load times are hobbling revenue opportunities for retailers

Almost nine in 10 (87%) of the UK’s top retailers are risking a significant drop in online visibility by neglecting their mobile site performance, according to a report by eCommerce and digital agency Visualsoft. Worryingly low numbers of retailers have taken steps to improve mobile site speed since Google’s Speed Update was announced in January. 
With online spending in the UK now roughly £1.1 billion a week, securing a visible search engine ranking is critical for retail brands that are competing with the big two – Amazon and eBay. 
  • Google’s new update rates sites that load in under four seconds as ‘excellent’, whilst 50% of consumers expect a site to load in less than two seconds.
  • The average speed for the UK’s top 245 retailers currently sits at 11 seconds – a ‘poor’ rating against Google’s new parameters and a corresponding loss of 27% of site visitors.
  • Only 1% of retailers analysed fell into the ‘excellent’ category
  • Visualsoft estimates that for every additional second it takes a mobile page to load, conversions can drop by up to 20%.

There is a huge opportunity for those new into the market to reach top positions if they keep speed high on their list of priorities, ahead of even the biggest retailers – especially the ones ignoring the significance of site speed to the end user experience.

Gavin Lowther, head of digital at Visualsoft

 

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