I think it’s generally accepted now that in ecommerce faster sites convert better. For many startups, though, investment in improving site performance need to be weighed up against other initiatives that can improve growth or profits. Here’s some data that can help in that decision (courtesy of VentureBeat).

Screen Shot 2013-11-27 at 10.59.49These are meaningful numbers, but I was a little surprised they aren’t higher. At the early stages improving things like merchandising, design, email campaigns may have a bigger impact. That said every good ecommerce company has a fast site and speed impr0vements shouldn’t be put off for too long.

 

  • http://blog.kwiqly.com/ James Ferguson @kWIQly

    Hi Nick

    Your readers may find this very informative from Moz

    http://moz.com/blog/how-website-speed-actually-impacts-search-ranking

    And this is pretty seminal on what to do about it

    http://moz.com/blog/how-to-improve-your-conversion-rates-with-a-faster-website

    However, for my money a focus on valuable content rather than presentation is key – A pig wearing lipstick is still a pig !

    We get enquiries from my blog and spend nothing on optimisation, SEO tricks etc. So frankly our website is a pickle, and while we explore P/M fit it doesn’t matter too much. So you shouldn’t burn resources optimising for growth before you know you are selling something people want !

    BUT – if your product experience and your point of sale are one and the same – better make it work “lickety-split” – because UX is even more speed sensitive than conversion and impacts LTV through upsells, cross-sells and churn more than conversion.

  • http://www.theequitykicker.com brisbourne

    Thanks James. Couldn’t agree more.