Based on the feedback of 1,058 online shoppers that were surveyed during the first half of 2006, Jupiter Research offers the following analysis:
- The consequences for an online retailer whose site underperforms include diminished goodwill, negative brand perception, and, most important, significant loss in overall sales.
- Online shopper loyalty is contingent upon quick page loading, especially for high-spending shoppers and those with greater tenure.
- JupiterResearch recommends that retailers make every effort to keep page rendering to no longer than four seconds.
The Jupiter Research report also states:
- Roughly half of “mature” online shoppers – those with either two or more years tenure shopping online or that spend more than $1,500 annually – identify page loading time as one of their top priorities for online sites
- Forty-six percent of online shoppers insist on a rapid checkout process, with 55 percent of shoppers spending $1,500 or more demanding the same
- Sixty-five percent indicated they are likely to return to a site that is easy to navigate, particularly during the registration, log-in and checkout processes