Leading global retail names such as Adidas ??, Next ?? and Ticketmaster ?? are all missing a significant commercial opportunity because of poorly performing mobile site UX.
According to an in-depth insight report from Erudite, formerly known as The Media Flow, which studied the performance of the UK’s top 1,000 websites to see if the digital leaders are adapting to their audience, 16% per cent were found wanting.
We all know that mobile sites that offer a poor user experience face a loss of revenue. Yet, despite a direct correlation between sales and site speed, the research reveals that at least 12% of the top UK websites are not optimised for mobile use.
“Around 53% of customers will give up on a web page which takes more than three seconds to load, yet the average load time on sites in this survey was 19 seconds. We have seen evidence that every second of site speed improvement relates to an extra 2% in conversion rates,” says Nichola Stott, managing director an Erudite.
She continues:“Only 33% of UK retailers managed to deliver any interactivity in less than 10 seconds on a 3G connection. This lack of speed is frustrating for customers and is quite literally throwing away money along with goodwill. Yet, very few sites have started to take advantage of Progressive Web App (PWA) features, small technical changes that that could massively improve customers’ experience.”
The report goes on to say that one in five retail sites has not moved to the secure web protocol, https, an important trust factor for e-commerce sites. By being less secure than they could be, they run a risk of both lost customers and of being excluded from access altogether on some devices.
“Given what we’ve noted about lost sales on slow sites and customers moving on, in a market that competes internationally, retailers simply cannot afford to overlook the opportunity,” says Stott. “Simply speeding up could offer over a third of retailers an uplift in mobile sales of as much as 8%, more in some cases.”
The implications of the study may prove further reaching into 2018, with both Google ?? and Microsoft announcing plans to increase the importance of mobile performance in search results over the coming year. Retailers that are not adapting fast enough may be forsaken for those that do as their competitors outstrip them.
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