Better performance, lower shopping cart abandonment

Posted by Load Impact on Oct 10, 2017

Your site’s performance directly affects your company’s bottom line. You can lower shopping cart abandonment when your site has better performance. And better performance directly results in more conversions and lower bounce rates. Check out these statistics.

Last holiday season, 75% of shopping carts were abandoned. (According to Adobe.) That means for all the carefully planned userflows on your site, meticulously crafted promotions, compelling product descriptions and world-class coding, only 1 in 4 of your visitors who put something in your shopping cart actually make it through checkout.

That’s brutal.

But that’s not the worst news. On a smartphone, only 1 in 5 shoppers make it to checkout.

abandoned_shopping_cart-373014-edited.jpg

And while the general rule of thumb is that a page should load in under two seconds - still a good general rule - for e-commerce the bar is even higher. Instead, you want your pages to load in under 100 milliseconds - even a 100 ms delay costs you 7% in conversion rates.

That generally accepted two-second loading time? Fine, but assume it will double your bounce rates. (Specifically, it’ll increase your bounce rate by 103%).

(See the previously linked Akamai report for more on both of these stats.)

You, as an experienced developer, likely already know this. But when you’re explaining the importance of performance testing to your manager, you may find these statistics useful. Plus, you can explain how performance testing directly affects your company’s bottom line.

You can keep going as you explain why performance is important: if a page takes 3 seconds to load, according to that same 2017 Akamai report, you’ll lose half your visitors.

Therefore: test, test and re-test every element of your ecommerce site, especially frequently used pages like shopping carts and checkouts. Make sure you’re testing the “add to cart” and payment processing functions, especially. Use tools like LoadImpact and k6 to tune your performance and watch the changes in your ecommerce sites’ conversions.

As we’ve suggested in other posts, be sure to test external dependencies especially, and squeeze all the performance you can out of those API communications. Even minor performance improvements, as these stats show, reduce shopping cart abandonment, increase conversions and decrease bounce rates.

Topics: black friday, continuous testing, Performance testing, e-commerce, stress test, Load Testing, website testing

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