Consumers love mobile browsing but mobile purchasing not so much
Delays in website load times are a prime reason today's mobile shoppers aren't purchasing via a mobile device as much as they are using the device for product search and browsing.
In fact, while half of consumers tap smartphones for product insight just one in five complete the purchase on the device, according to a new Akamai Online Retail Performance Report.
The big hurdle are website load time delays — even a 100-millisecond delay — is impacting conversation rates by 7 percent, notes a release on the study. A two-second delay leads to a 103 percent increase in bounce rate and 53 percent of mobile site shoppers will leave a page that takes three seconds to load.
"Results from our State of Online Retail Performance report have shown that user experience is critical to e-commerce success, and things aren't getting any easier," Ash Kulkarni, senior VP and general manager of the Web Experience Division for Akamai, said in a statement. "Customers have extremely short attention spans, and degradations in website performance — no matter how small — can cause consumers to go elsewhere in an instant."