Four seconds is the maximum length of time an average online shopper will wait for a Web page to load before potentially abandoning a retail site. This is one of several key findings revealed in a report made available today by Akamai Technologies, Inc. (NASDAQ: AKAM), commissioned through JupiterResearch, that examines consumer reaction to a poor online shopping experience.
Here’s an excerpt from the report:
“Based on the feedback of 1,058 online shoppers that were surveyed during the first half of 2006, JupiterResearch 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.
Additional findings in the report show that more than one-third of shoppers with a poor experience abandoned the site entirely, while 75 percent were likely not to shop on that site again. These results demonstrate that a poorly performing website can be damaging to a company’s reputation; according to the survey, nearly 30 percent of dissatisfied customers will either develop a negative perception of the company or tell their friends and family about the experience. “
Here’s a link to the original report: