The Site Speed Standard is the benchmark that measures the experience impact of site speed and performance, drawing on the shopping activity of more than 25 billion page views across 200 leading retailers.
As page load slows, conversion rate falls. Comparing the extremes of page load time averages shows a near perfect negative correlation; the fastest load times see double the conversion rates, and half the bounce rates. *Mobile Conversion rate for average page loads under 2.5 seconds is artificially low due to the impact of bots on sessions.
Speed is also a strong predictor of session depth. Shoppers experiencing fast page loads consume more than twice the number of pages as those waiting for slow pages, and deeper visits are more likely to convert.
The drag of slow page load has a clear impact on the shopper; bouncers see page loads that are nearly 50% slower than buyers or browsers. As average session page loads reach 6 seconds, bounce becomes increasingly likely. And, while session load times appear to be similar between buyers and browsers… (continue reading)
(continued) … buyers consume far more pages than browsers, and those extra pages are — as noted later — dominated by product detail and category page types.
An interesting symmetry pivots on the four-second page load time average: sessions that beat four seconds capture 59% of conversions, while sessions that trail four seconds deliver a near-identical 58% … of bounces.
Will shoppers Buy, Browse, or Bounce? This breakdown of the Session Performance benchmark data explores different session outcomes and metrics.Download Full Report
The typical buyer journey is heavily concentrated to two page types: the product detail page and category page. These page types represent the cart-or-not moments, as shoppers are most intimately connected to a product.
Stacking the full buyer journey together, the true benefit of performance optimization is on display. Shoppers experiencing optimized pages save 15 seconds of page load across the journey, a 21% faster experience. Put another way, an optimized buyer session completes before an unoptimized session even clicks into checkout.
This report explains how eCommerce customers react to site speed and contains graphics that illustrate how page load time impacts the online shopping journeyDownload Full Report
The most trafficked of all page types - the product detail page - shows the true benefit of performance optimization. When optimized, PDPs load 34% faster - saving 2 full seconds of page load time on desktop, and 1.8 seconds faster, or 32% on mobile.
Heavy, feature-rich sites are engaging due to all the images and technologies that make incredible shopper experiences. Here we see heavy sites have faster page load times than lightweight sites that have decided to cut out their rich features for quicker load times. The brands in the benchmark are able to achieve lightweight speed for even the heaviest of sites, eliminating the need to trade speed for strength.
The Site Speed Standard Enterprise is a set of aggregated and anonymized insights of eCommerce site speed and performance metrics. Strict aggregation measures are employed to ensure brand, retailer, and shopper anonymity. These measures include requirements on analysis set size, diversity, and consistency, in order to present credible and reliable information that is insulated from concentration risk.
To qualify for inclusion in the analysis set, each site must have transacted throughout the entire analysis period, in this case April 2020 through April 2021. Additionally, sites must average at least 1 million visits per month. Additional data hygiene factors are applied to ensure accurate metric calculation.
Data footnotes are noted throughout the report to provide additional clarity on analysis.
The Site Speed Standard is not directly indicative of the operational performance of Yottaa or its reported financial metrics. The performance metrics shared within this report are calculated based on the analysis set, and should not be taken as a guarantee of site performance.
Get granular visibility into your site speed, 3rd party behavior, and traffic by page, browser, and device type. Speed Hub's free speed analytics helps you drive better decisions, so you can grow your business, improve site performance, and lift conversions.Learn More