In today's fast-paced digital world, speed is an important part of browsing and purchasing goods. Because of this, e-commerce store owners need to make sure their websites are optimized to be as fast as they can be. While the actual speed of the site itself is important, there are a lot of different aspects of e-commerce store speed that you may not have considered. Here are four facets of your site that need to be lightning fast:
Page load times
According to Kissmetrics, many e-commerce stores let load time fall by the wayside in order to accommodate for more aesthetically pleasing designs, pictures or some other type of clever functionality. While those additions can be nice, if the page takes a long time to display, the shopper may decide to go to a different site without ever being able to experience everything your fancy site has to offer. Kissmetrics reported 73 percent of mobile internet shoppers have come across a site that was simply too slow to load.
In most cases a simple, clear and attractive display is all you need and will serve your speed hungry shoppers well. By simplifying your page you will make it faster, which will allow shoppers to more easily access the pages and products they are interested in.
Number of pages to open
Another thing that affects browsing speed is the number of pages visitors must land on. When a e-commerce shopper has to spend more time clicking through pages, they are spending less time looking at what they really want to see. This means you're not utilizing your site as you should be. Even if your pages do load quickly, your shopper may go to another e-commerce store that requires less clicking around. Once again, simplicity is the key. You want to make it as easy as possible for shoppers to see what they need to see to decide whether or they want to make a purchase.
A slow payment process will also keep your site from converting sales. The e-commerce payments process and pages need to load quickly, have as few pages as possible and process the transaction quickly. According to Peer 1, user patience levels have been consistently decreasing every year. Another good practice to make payments even faster for returning customers is to allow shoppers to save their e-commerce payment information. That way all they have to do is log in when they return and their payment information is already in place.