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Slow Site Load Times Main Cause of Basket Abandonment in UK

Slow Site Load Times Main Cause of Basket Abandonment in UK

PerformanceIN

“Every extra second in website load times costs retailers a 7% reduction in conversions”

Slow service isn’t just the scourge of the high street; for just under half of consumers (47%), slow site loading times are the highest cause of basket abandonment online.

That’s according to a report by agile software development specialist Black Pepper Software, that argues that speed of service should be a key consideration for driving sales, with customers “expecting immediacy” across their online shopping journeys.

The research, which was carried out on 2,000 UK shoppers, further found that “long-winded” check-out processes are rated the second-most common reason for leaving among 42% of consumers.

“Consumers have become used to fast and efficient retail encounters and expect every touchpoint to deliver service at speed,” said Josie Byrne, retail account director at Black Pepper Software.

“The agility to deliver on speed can be the difference between a sale and a lost opportunity - indeed, every extra second in website load times costs retailers a 7% reduction in conversions, presenting a £1 billion cost each year*.”

Byrne adds that retailers need to underpin each channel with the ability to deliver seamlessly at speed.

“To do this, they must innovate around the connected customer, and harness the technical flexibility that agile software development practices and machine learning capabilities can provide, to quickly and efficiently create rich multichannel experiences that meet these demands,” she concluded.

*[Summit, 2017]

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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