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As Contentsquare's"Retail Benchmark Report 2023" highlights, ecommerce load times are critically important. As a result, speed has become a crucial factor in the success of an online store. Several times we have covered this topic here on technobuyers.com with dedicated guides as well as our service to make your ecommerce faster.
Slow loading times can frustrate visitors and lead them to abandon the site before even completing a purchase. Many studies have shown that even a delay of just a few seconds can have a significant impact on the likelihood that a user will stay on the site and complete a purchase. And the recent Retail Benchmark Report 2023 research confirms this trend. In addition, search engines such as Google consider loading speed as one of the ranking factors in determining a site's position in search results.
Therefore, a slow site could be penalized in terms of online visibility and ranking in search result pages.
Retail Benchmark Report 2023
So let us summarize the most important points that emerged from the Contentsquare study:
Research Retail Benchmark Report 2023: This study analyzed over 20 billion web sessions and 100 billion pages on 1,493 e-commerce websites. Online users engaged in e-commerce are increasingly impatient and browsing content at an ever faster pace.
Decreasingsessions and duration: there is a trend of decreasing sessions, with a 2.3% decrease and an average of 5 page views per session. Session duration decreased for desktop users, from 5.9 minutes to 5.7 minutes, and for mobile users, from 2.9 minutes to 2.6 minutes.
Frustrating experiences: 37 percent of all visits to retail websites can be classified as a frustrating experience. Pages that take more than three seconds to load are the leading cause of frustration for users in one in five sessions (18.6 percent).
Loading speed and bounce rate: with page loading speed of less than one second, companies could reduce bounce rate by almost 4 percentage points, from 47.7 percent to 43.8 percent.
Declining scroll rate: scroll rate, which shows how much content on a page is viewed by the visitor, dropped 2.7 percent in the retail sector, from 51.6 percent in 2021 to 50.2 percent in 2022.
Paid traffic and mobile devices: more than one in three visits (32.1%) come from paid traffic sources such as TikTok, Instagram or YouTube. Three out of four visits to e-commerce sites (73.5%) were from mobile devices, which generated 53.8% of all sales.
Content placement: the importance of placing high-quality content and strong call-to-actions in a prominent position on one's site is emphasized. Mobile users spend a much higher percentage of their visits (which are shorter on average) on category pages, while desktop shoppers spend more time on product pages.
What is Contentsquare?
Contentsquare: It is a digital experience analytics platform that provides understandable insights in real time to improve digital experience, increase customer satisfaction, and stimulate growth. Contentsquare argues that traditional web analytics tools do not provide a complete picture of user experience because they are difficult to set up and interpret. Their platform offers simple, intuitive reports that make it easy to visualize how customers are using your site or app.
Learn more here: https://contentsquare.com/it-it/
What are ""insights""?
The term "insights" is used in various contexts, but in general it refers to a deep and accurate understanding or awareness of a situation, problem or phenomenon. In the context of business and data analysis, an "insight" often refers to a significant discovery or understanding gained through data analysis. These discoveries can help companies better understand their customers' behavior, identify trends or patterns, or make informed decisions to improve their operations or strategies.
Forexample, a company might analyze sales data to gain "insights" into which products sell best at certain times of the year, or it might analyze customer data to better understand which demographic groups are most interested in their products.
Increasingly vital are Web Vitals metrics
Several times here at Tecnoacquisti.com we have advocated the importance of Web Vitals load times and metrics. In summary, Web Vitals metrics are a set of measurements that evaluate the user experience on web pages in terms of speed, responsiveness, and stability. They were introduced by Google with the goal of providing developers and website owners with a way to evaluate and improve the performance of their pages.
The three main metrics of Web Vitals are:
Largest Contentful Paint (LCP): This metric measures the time it takes for the largest visible element on the page (e.g., an image or block of text) to load completely. An LCP of less than 2.5 seconds is considered a desirable goal.
First Input Delay (FID): The FID measures the response time between when a user interacts with the page (e.g., clicking a button) and when the browser is able to process that interaction. A FID of less than 100 milliseconds is considered a desirable goal.
Cumulative Layout Shift (CLS): The CLS measures the visual stability of a web page as it loads. It measures how much "shiftiness" there is in the page layout due to elements changing position unexpectedly. A CLS of less than 0.1 is considered a desirable goal.
These metrics are considered important by Google because they focus on user experience and can influence page ranking in search results. Google provides tools such as PageSpeed Insights and Search Console to help developers monitor and improve the Web Vitals of their websites. However, it is most important to know how to perform these tests properly and to understand the results: here to find out how.
Author: Loris Modena
SENIOR DEVELOPER
For Ind Loris Modena owner of Arte e Informatica, began working in the computer industry in 1989 as a systems engineer involved in the maintenance and installation of computer systems. He starts programming for the web in 1997 dealing with CGI programming in PERL and later moving to programming in PHP and JavaScript. During this period he approaches the Open source world and Linux server management.