The promise of online sales and traffic has got retailers across the board focused on investing more money online, but many retailers are still falling short in some of the basics of digital.
According to a study by Retail Systems Research (RSR), retail websites take an average of 9.5 seconds to load on mobile devices, and 16.6 seconds for desktop. The study of 80 major retail sites was conducted in April and May and was commissioned by Yottaa, which helps retailers speed up loading of their pages.
Among the reasons for slow page loads were digital bells and whistles: live chat, product recommendations, and personalized offers, to name just a few. Retailers in the study used an average of 70 third-party e-commerce applications, and waiting on them takes up as much as three-quarters of the time required to load a page, the study found.
Another speed block is images. The RSR study found that 55% of site content is images, many of which simply wouldn’t load.