SOS: Save One Second
When it comes to eCommerce site speed, every second matters. Improving site speed by just 1 second per page load has a significant impact on...

Desktop

Conversion Rate

5.6% lift

Bounce Rate

11.7% reduction

Mobile

Conversion Rate

5.9% lift

Bounce Rate

8.9% reduction

Fast Findings

66%

of shoppers bounce when page load times exceed 4 seconds

2

seconds faster loading time for optimized product detail pages

72%

of all page views are product detail pages and category pages

23

seconds per journey saved for buyers via optimized sites

Above values reflect mobile site shopping performance.

Pre-Register NOW for the 2022 Site Speed Summit

The 2022 Site Speed Summit, which will take place on September 15, is the one virtual eCommerce conference you won’t want to miss. Covering all things related to eCommerce site speed, the Summit will offer presentations and best practices from industry luminaries and executives from some of the world’s leading retail brands.

Register Now

Site Speed Standard Analysis: Session Performance

In eCommerce, a site’s speed is a defining attribute: fast = conversions, slow = bounces. These session performance measures show the impact that page load speed has on a shopper’s visit.

Slow Sites Bounce Shoppers

The difference between waiting and winning is a matter of seconds. It may be a given that slower sites lead to poor performance - but don’t let speed off the hook that easily. It is an experience killer. Slow page loads mean nearly doubling the bounce rate. Winners don’t wait.

Buy, Browse, or Bounce? Fast Site Speed Delivers Good Outcomes

A bounce is the worst possible outcome. You’ve attracted – likely even paid - for a shopper to visit your site. If they bounce, all is lost. And, the clearest path to bounce is waiting. An average bounced shopper waited more than 6 seconds for a page to load.

The Promised Land (AKA The Conversion Zone)

Setting your sessions up for success means tuning your site for speed. Sites find their happy place - the conversion zone - when the share of converted sessions outpaces the share of sessions. These conversion zone moments happen when pages load in under 4 seconds, where lots of sessions – and even more conversions - happen.

The Dreaded Bounce Zone

The bounce zone is a dreaded space, where the share of bounces outpaces the share of sessions. This bounce zone begins at 4 seconds and gets progressively worse as page loads stretch longer and longer.

How Are 3rd Parties On Your Site Performing?

Find out by downloading the 2022 eCommerce Technology Index. As the companion report to the dynamic version of the index, this PDF is designed to help retailers research new innovative features for their sites and understand the impact 3rd party technologies can have on site performance and digital experience.

Download Full Report

Site Speed Standard Analysis: Shopper Journey

While the shopper journey implies a linear path, the shopper’s appetite, and the pages they traffic, vary. These shopper journey measures dissect the site visit.

Buyers and Browsers Go Deep

Shoppers see a lot of a brand during their journey. Buyers view more than a dozen pages, while even a browser consumes a handful of pages. And, as shared in another journey measure, those page views are likely to be product or category pages.

Anatomy of the Journey

Through all the clicks and taps, two pages stand far above others. The PDP and Category Page types combine for more than 70% of all page views. Get these pages right - and fast – and retailers win the carts and minds of shoppers.

Reducing Wait Times

Shoppers spend far too much time waiting. Across their journey, buyers spend more than a minute simply waiting for pages to load. Optimizing for site speed does more than insulate from bounces, it de-risks the entire buyer’s journey, reducing wait time by 23 seconds on mobile.

Going Fast and Far

The deepest sessions - those where shoppers consume at least 11 pages - have the fastest page loads. The average product detail page on a ‘deep session site’ is more than a second faster than those shallow loading pages. Category pages follow suit, with the deeper session sites nearly a second faster.  While much is made of the importance of speed at the end of the journey, during checkout, it turns out that speed enables not just a successful journey, but a deeper one, too.

Site Speed Standard Analysis: Page Performance

The atomic unit of a site is the page. Each page serves a purpose on the site. These page performance measures highlight the importance, and differences, across the core page types.

Each page along the shopper journey plays a role. While a home page typically tells the brand story, category pages help connect shoppers with products, and PDPs convert intentions to carts. The technologies that sites use to serve the shopper one each page of the journey are critical, while also slowing page loads. Without optimization, page loads drag, stretching past 5 seconds on all three of the core page types.

Speed-Sapping Innovation across the Journey

Optimization Saves Seconds

Optimization rewards the shopper with a faster site experience, which yields better outcomes for retailers. When saving one second provides nearly 6% conversion lift, the most trafficked page – PDP – saves two, with Category and Home Pages close behind.

Heavyweights Outrun Lightweights

The most cliche - but typical - site performance tradeoff is ‘speed v. innovation.’ While innovative third party technology or rich media promises conversion lift, it also boosts site resources which grind on performance and speed. That is, unless pages are optimized. When optimizing, those heavyweight pages load FASTER than the lightweight pages.

Site Speed Standard Methodology

16 Billion

Page Views

>250

Brands and Retailers

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 year-over-year analysis, each site must have transacted throughout the entire analysis period, in this case March 2021 through March 2022. For current period analyses, the analysis period is March 2022. The median monthly page view for the middle 50% of the analysis set is greater than 1 million, with an interquartile range between approximately 300K and 3M. 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.