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The loading time of U.S. retail websites was 7.25 seconds, which is 4 seconds longer than the optimal loading time (3 seconds). These findings were reported in March 2013 by Radware, a company specializing in comprehensive ADC solutions, network security, and software deployment. By June, the average loading time of such websites had increased to 7.72 seconds, marking a 13.7% decline in performance compared to spring 2012.
Not only did loading speed change, but also TTI (Time To Interact), a metric that measures the time from when a user enters a URL in the browser until the page fully loads with all its resources. Poor TTI results indicate that many websites are moving in the wrong direction.
Radware evaluated the landing pages of the top 500 retail websites (according to Alexa.com). The study showed that only 8% of the top 100 websites maintained the ideal TTI of 2 seconds. The average was 4.9 seconds. TTI for 9% of websites reached 8 seconds or more.
The report was accompanied by a statement from Radware evangelist Tammy Everts:
“57% of users close a page if it takes longer than 3 seconds to load.”
According to Radware:
A website that loads in 3 seconds has the following characteristics compared to a 1-second load: 22% fewer page views, a 50% higher bounce rate, and 22% lower conversion. For a site that loads in 5 seconds (compared to 1 second): 35% fewer page views, a 105% higher bounce rate, and a 38% drop in conversions.
“Business owners don’t realize they are losing customers by neglecting the simplest techniques,” says Everts.
To improve page load time and TTI, Radware recommends avoiding content placement below the first scroll, as well as eliminating unnecessary scripts (poorly optimized ad texts, low-quality social media widgets). Web developers should also pay attention to optimizing the interactive characteristics of pages and use AJAX (Asynchronous JavaScript and XML) to ensure fast loading times and a positive user experience.
