Research from BrandPerfect shows customers have about zero patience for waiting online—slow load time is the number one reason customers abandon their online shopping carts. What’s considered a long wait? It could be as little as 250 milliseconds, which is less than (you guessed it) the blink of an eye. A separate survey from Kissmetrics explains that even a one second delay can cause a 7 percent drop in conversions. That study found 40 percent of people will abandon a page if it takes more than three seconds to load. It’s also worth noting that this study was from 2009, so it’s likely that people’s expectations are even higher, meaning faster, now.
Streamlining for SuccessIn the BrandPerfect study, which was conducted in the U.S. and the UK, 51 percent of U.S. respondents said they leave a site if it’s too slow. The lack of patience also extends to the browsing segment of the online shopping experience. If visitors to your website can’t find what they’re looking for, and pronto, they will click elsewhere.“Difficulty of site use/navigation” was the number two reason—with 41percent of U.S. respondents choosing it—that people click away from websites, according to the survey. Number three was “too many steps to purchase,” with 37 percent. If those aren’t reason enough to have another look at your website (and number of clicks required to buy), consider this: Nearly 60 percent of customers say they wish online shopping sites were easier to navigate. More than half (52 percent) wish the entire process could be done faster. Also keep in mind that one person’s bad experience is likely to drive away current and potential customers: Nine out of 10 consumers share a poor online shopping experience, the survey said.
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