Site speed tactics in a mobile-first world: Why ecommerce brands need to step up their site speed game

Last Updated: May 23, 2017

A study of 700 top ecommerce brands found that the majority are underperforming when it comes to optimizing their sites for speed. Find out how you can avoid the same mistakes. Web users are not patient. The speed of your site can make a massive difference to whether people will visit your site, whether they’ll stay on it, and whether they will come back. Not to mention whether they’ll make a purchase. A massive 79% of shoppers who have been disappointed by a site’s performance say that they’re less likely to use the site again. But what constitutes ‘disappointed’? We’re only human after all Kissmetrics research on customer reactions to site speed has resounded across the industry, but it’s not something that should be forgotten: “If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.” That’s a 7% reduction in your conversion rate, and 52% of customers say site speed is a big factor in their site loyalty. A one second delay is bad – a two second delay is worse. 47% of consumers expect web pages to load within two seconds. But based on the same research, a faster full-site load leads to a 34% lower bounce rate, and an improvement by just one second results in a 27% conversion rate increase. It’s because site speed is such a vital part of building a successful ecommerce site that my team at Kaizen and I conducted a study into 700 top UK ecommerce sites, analyzing various aspects of their site speed performance. What we found is that the biggest brands have some of the poorest optimization, with outdated web protocols, unresponsive pages, and bloated page size. The average web page size is now 2.3MB (that’s the size of the shareware version of the classic game Doom), so we wanted to see whether the ecommerce industry is any better – since their businesses are directly dependent on their website performance. Surprisingly, we have found that the web page size of the top UK ecommerce sites is 30% larger on average than standard websites – at 2.98 MB. Average webpage size according to HTTPArchive However, the web page size isn’t the only factor impacting the site speed. Even larger sites load and render quickly if they’re smart about how they deliver. My team and I picked the top 700 UK ecommerce sites, based on their estimated monthly traffic with data kindly supplied by SimilarWeb. For each, we analysed them using Google’s PageSpeed Insights API, checked their page size and loading time on Pingdom, and verified their HTTP protocol using From this, we found the following data, and used it…

Source: Site speed tactics in a mobile-first world: Why ecommerce brands need to step up their site speed game

About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

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