Web shoppers only want to wait 4 seconds

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, commissioned through JupiterResearch, that examines consumer reaction to a poor online shopping experience.

The report ranked poor site performance as second only to high product prices and shipping costs as leading factors for dissatisfaction among online shoppers. 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.

More details at Akamai.