Mobile Page Load Benchmarks from 2,000 Top Ecommerce Websites

We’re seeing shoppers spend more time and money on mobile, but with this shift in behavior comes higher expectations for the mobile experience. Shoppers are becoming accustomed to the mobile experiences they get from leaders like Amazon, Uber, and Facebook – and they expect the same from retailers and brands. Shoppers are ready to spend more money on mobile, the question is, will it be on your website?

According to Google, 53% of users will abandon a page that takes more than 3 seconds to load. That’s pretty fast. So we set out to determine how the industry is measuring up these customer expectations by compiling a list of 2,000 top ecommerce sites and testing their page load speed in our 2018 Q2 Mobile Commerce Insights Report.

Falling short of customer expectations

We built a list of 2,000 top ecommerce sites by combining various published lists on “top ecommerce websites”. Using web page test, we ran 3 tests for each website and calculated the average to come up with the benchmarks below.

The results show that not even the top ecommerce sites are living up to customers’ 3 second expectation. Only 10% of sites loaded faster than 3 seconds, and the median load time was 6 seconds.

Percent of Websites and Load Times

Why aren’t more businesses addressing this issue?

Most businesses don’t realize the full impact of a slow site because the ecommerce data available today doesn’t show the full story. Many shoppers will abandon a website before the first page even loads, and this isn’t captured in the bounce rate.

On average, 63.5% of users will abandon the website before the first page even loads – we refer to this as the “pre-bounce rate.”

To prevent shopper drop-off before the first page load, or anytime thereafter, ecommerce sites need to start fast with Accelerated Mobile Pages (AMP), and stay fast with a Progressive Web App (PWA).

Start fast with AMP

Accelerated Mobile Pages (AMP) are lightweight landing pages that are copied into Google’s AMP cache so that they load almost instantaneously from search results. Fifty percent of AMP pages load in a second or less.

First Page Load with AMP

AMP: Percent of Websites and Load Times

Stay fast with a PWA

Once the AMP page loads, the experience needs to stay fast to keep the customer engaged – that’s where a Progressive Web App (PWA) comes in. The PWA loads in the background so that the AMP page can seamlessly transition to a PWA that uses modern web capabilities to create a fast, app-like experience. The median subsequent page load time for a PWA is 1.4 second.

Subsequent Page Loads on PWA

PWA: Percent of Websites and Load Times

Download the complete 2018 Q2 Mobile Commerce Insights Report for additional benchmarks and trends, as well as actionable insights to make your ecommerce game stronger.

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