It’s often thought, now that broadband internet access is widespread in the UK, that page loading times are no longer an issue. In fact, exactly the opposite is true. A recent report from Akamai and Jupiter Research highlighted that online users are now so accustomed to speed, that the maximum length of time an average online shopper will wait for a page to load has come down to 4 seconds. Just a few years ago this was 8 seconds.

The problem with widespread broadband internet access is that users no longer blame their internet connections if a page takes a long time to load and so a load time in excess of 4 seconds not only drives customers away, it damages your brand. The key findings from the report:

• One-third of shoppers with a poor experience abandoned the site
• 75% were unlikely to shop on that site again
• 30% of dissatisfied customers will develop a negative perception of the company or tell their friends and family about the experience
• 65% indicated they are likely to return to a site that is easy to navigate, particularly during the registration, log-in and checkout processes

So to make sure your server response times are fast enough and your buying process is streamlined, you need the right tools. Through our sister company Omega Digital Media we have a Remote Server Monitoring Solution that can test response times for any website, send out email alerts and notifications on server failure and provide weekly and monthly reports, viewable online. We can also provide a more detailed assessment of your server response times as part of a wider website audit.

Of course, Google Analytics has a role to play as well. There are several reports under Content Optimisation -> Web Design Parameters that can tell you what technologies and connection speeds your users have, thereby allowing your web designers to build the site that is best for your market. Configuring tracking on your transaction process and adding this to your reports as a funnel can also highlight any bottlenecks in your purchasing process (Content Optimisation -> Goals & Funnel Process) that are driving customers away.

Online customers are a fickle and impatient breed. Unless you give them the best possible shopping experience, not only will they not buy from your site, they’ll tell their friends not to as well.