Survey Finds Poor Online Service Impacts Store Sales

Twenty one percent of online shoppers say you’ve got 5 seconds for your website, mobile site or mobile app to load before they abandon the page, according to a new survey from Catchpoint. Additionally, 79% say they would abandon the checkout process if it took 2 minutes or more to attempt to complete a transaction.

What’s particularly alarming for multichannel vendors is that 50% of frequent online shoppers say they are less likely to visit a retailer’s store if they have a negative experience on its website or mobile app.

This is all according to a recent Harris Poll Survey commissioned by Catchpoint, which also reported that 81% of frequent online shoppers say they are frustrated by slow-loading websites, mobile sites or native mobile apps. Seventy-six percent of shoppers said if a retailer’s website or mobile site performs poorly they tend to avoid shopping there again.

Earlier in the year, Catchpoint had released a study detailing how leading merchants such as Target, Apple and Walgreens avoided these issues by designing lean sites with page weights under 2 megabytes, which lead to a decreased load time, in part by   keeping social media plugs-in and video to a minimum.

So, which sites are doing the best job, regarding page load time, throughout the 2016 holiday season to date? Catchpoint reported page load times from 12:00 a.m. EST on Wednesday, November 23, through 11:59 p.m. EST Wednesday, December 21, and here’s the top sites:

Desktop:

Dell                         1.251 seconds

Apple                      1.273 seconds

Staples                   1.390 seconds

Kohl’s                     1.631 seconds

Home Depot           1.821 seconds

Mobile:

Rakuten                  1.078 seconds

Apple                      1.217 seconds

Amazon                  1.351 seconds

Toys R Us               1.414 seconds

Amway                   1.433 seconds

“With more physical stores closing and more shopping moving online, consumers’ brand awareness of retailers is informed through their digital interactions,” comments Mehdi Daoudi, CEO and Co-Founder of Catchpoint. “As ecommerce matures, the digital experience has become the critical customer service parameter,” he continues. ”Retailers are being pressured to deliver features, speed, availability and reliability. Missed expectations can have far reaching consequences to their business results.”

This survey was conducted from Nov. 1-3, 2016 among 2,064 U.S. adults ages 18 and older, among whom 1,361 shop online at least once a month.

Catchpoint is offering a free handbook for organizations interested in delivering the best online shopping experiences, which can be downloaded here.

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