The 2022 Site Speed Standard measures the experience impact of eCommerce site speed and performance, drawing on the shopping activity of more than 16 billion page views across more than 250 leading retailers.
of shoppers bounce when page load times exceed 4 seconds
seconds faster loading time for optimized product detail pages
of all page views are product detail pages and category pages
seconds per journey saved for buyers via optimized sites
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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.
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.
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 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.
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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.
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.
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.
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.
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.
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.
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.
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.