With the rise of e-commerce approaching in the retail industry, consumers are relying on mobile technology more than ever.
Because of this, the performance of the mobile technology is crucial. The customer landscape is changing, creating an on-the-go shopper, who pays attention to web speeds like never before.
Mobify’s 2017 Q2 Mobile Commerce Insights Report revealed findings regarding consumer’s shopping habits and how often mobile performance is impactful.
Long Load Times Have Lower Conversion Rates
According to Mobify’s report, shoppers do not want to wait for pages to load. The on-the-go customer is impatient when it comes to website speeds.
“Shoppers who spend 25% of their visit waiting for pages to load are half as likely to convert as shoppers who spend 10% of their time waiting.” Mobify reports.
Luckily, Mobify gives insight into how to you can speed up your website, in order to receive higher conversion rates.
Ever heard of a Progressive Web App? If not, Digital Diary (and Mobify) are here to help!
Let’s start with the basics. A Progressive Web App uses web capabilities to deliver an app-experience to customers. It speeds up a website’s loading time up to “4x faster” than regular speed, which is the speed that makes impatient shoppers unhappy.
Progressive Web Apps has features that make an app-transition easy and seamless. With a faster website, makes an impatient shopper happy, and everyone wins.
Shoppers Are Dropping Off Before The First Page Loads
Mobify reveals Google’s research on the probability of bounce rate increasing as web site’s pages take longer to load.
A “bounce rate” is the percentage of visitors who navigate away from a website once they wait too long for a page to load. For obvious reasons, a bounce rate is not a positive thing for retailers.
According to the results, shoppers are so impatient, even waiting 10 seconds creates a 123% probability of bounce rate. The lowest waiting times were 1 sec to 3 sec, with a 32% of bounce rate. (To see all the findings, click here.)
Mobify wanted to take this study further and dive into “pre bounce rate”, which indicates how many shoppers bounce off before only the first page loads, to expose trends in the retail sector.
“Load times have a big impact on overall traffic. When you lose a percentage of your total traffic before the first page even loads, you have a smaller audience to convert.” Mobify reports.
So, as a retailer, how can you engage shoppers to stick around for the first page to load?
Accelerated Mobile Pages is the answer to pre-bounce problems. These pages have been designed by Google in order to create faster web pages.
“Accelerated Mobile Pages (AMP). AMP is a Google-pioneered concept in which your common landing pages are cached by search engines to load almost instantly – the median loading time is 1.1 second.” Mobify reports.
By loading the first page of your website to meet faster speed capabilities, shoppers are more likely to stick around and not lose interest and bounce off. They will stay to view the first page, and hopefully, the rest of the website, which gives you higher conversion rates!
Mobify revealed an up to date example of the major beauty enterprise, Lancome, is using AMPs. View it here.
Slow Load Times Lead To Fewer Pageviews
So far, we have revealed that customers are impatient when it comes to waiting for websites to load. This theme was found in all of Mobify’s insights, which ultimately affects new and returning customer’s engagement.
With the use of AMPs and PWAs, retailers can tailor their websites to be faster. This will ultimately create higher customer engagement, driving conversion rates, and online traffic.
Since mobile technology is increasing as e-commerce sites develop, it is important to make sure these websites possess fast capabilities that meet your customer’s needs.
Up to 4x faster web speeds can result in a 23% increase in revenue, and a 50% increase in conversion rates.
Big retail brands are staying ahead of this digital trend, by implementing these tools. Don’t fall behind, make your website as fast as digital transformation is approaching.
To read Mobify’s insight report, you can find it here.
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