Study: The fastest-loading sites on Black Friday were…
As consumers flocked online during Thanksgiving weekend, the top performing retailers ensured their sites could load within 2.4 seconds.
During Black Friday, the 10 best performing sites in the United States averaged 1.3 seconds to load on Black Friday, while the 10 worst performing U.S. sites averaged an extremely poor load time of 37.9 seconds, according to data from Apica, a company that monitors website and app performance among 100 leading retailers in the U.S. and UK, and 50 in Sweden.
The top 10 sites, in terms of best response time on Black Friday, were Rakuten (0.4), Ray-Ban (0.4), Rue La La (0.4), Nike (0.5), Foot Locker (0.8), overstock.com (0.8), GameStop (1.4), Apple (2.4), Google Shopping Search (2.4) and L Brands (2.6). These same brands were in the top 10 for Cyber Monday response times, data revealed.
In the U.S., only 34% of companies were able to load sites within a 10-second window on Black Friday, while 66% failed to achieve this goal. Meanwhile, four out of 10 potential consumers are not willing to wait more than 10 seconds for a site to load before looking to a competitor.
Faster load times are also critical to driving sales. For example, Google calculated that if its search results slowed by just 0.4 seconds, they could lose 8 million searches a day — meaning they’d serve up millions fewer advertisements. This is why their “top 10” search time of 2.4 seconds is so critical, according to the data.
Eager not to lose out on these sales, some companies stepped up their e-commerce game. For example, Nike brought site load time from 13.6 seconds to 0.5 seconds. Other major retailers, like Home Shopping Network (HSN) and Walmart have shown major improvements in load time, a 72.7-second decrease and a 14.2-second drop, respectively. This translates into more satisfied customers who are able to complete their online purchases easily and efficiently.
On Cyber Monday, Amazon was one of the most improved sites bringing load time from 29.2 seconds in 2016 to 12.7 seconds in 2017 – a 57% decrease in load time.
Some major sites had serious issues this year, such as Groupon, Macy’s, Williams-Sonoma and J. Crew all taking 30 seconds or more to load on Black Friday.
Interestingly, Amazon’s site loaded 2.1 seconds faster on Black Friday this year versus last – improving from 14.9 seconds to 12.8. The online giant calculated that a page load slowdown of just one second could cost the company $1.6 billion in sales. If the converse is also true, Amazon could show gains of $3.36 billion from their faster load time, according to data.
During Black Friday, the 10 best performing sites in the United States averaged 1.3 seconds to load on Black Friday, while the 10 worst performing U.S. sites averaged an extremely poor load time of 37.9 seconds, according to data from Apica, a company that monitors website and app performance among 100 leading retailers in the U.S. and UK, and 50 in Sweden.
The top 10 sites, in terms of best response time on Black Friday, were Rakuten (0.4), Ray-Ban (0.4), Rue La La (0.4), Nike (0.5), Foot Locker (0.8), overstock.com (0.8), GameStop (1.4), Apple (2.4), Google Shopping Search (2.4) and L Brands (2.6). These same brands were in the top 10 for Cyber Monday response times, data revealed.
In the U.S., only 34% of companies were able to load sites within a 10-second window on Black Friday, while 66% failed to achieve this goal. Meanwhile, four out of 10 potential consumers are not willing to wait more than 10 seconds for a site to load before looking to a competitor.
Faster load times are also critical to driving sales. For example, Google calculated that if its search results slowed by just 0.4 seconds, they could lose 8 million searches a day — meaning they’d serve up millions fewer advertisements. This is why their “top 10” search time of 2.4 seconds is so critical, according to the data.
Eager not to lose out on these sales, some companies stepped up their e-commerce game. For example, Nike brought site load time from 13.6 seconds to 0.5 seconds. Other major retailers, like Home Shopping Network (HSN) and Walmart have shown major improvements in load time, a 72.7-second decrease and a 14.2-second drop, respectively. This translates into more satisfied customers who are able to complete their online purchases easily and efficiently.
On Cyber Monday, Amazon was one of the most improved sites bringing load time from 29.2 seconds in 2016 to 12.7 seconds in 2017 – a 57% decrease in load time.
Some major sites had serious issues this year, such as Groupon, Macy’s, Williams-Sonoma and J. Crew all taking 30 seconds or more to load on Black Friday.
Interestingly, Amazon’s site loaded 2.1 seconds faster on Black Friday this year versus last – improving from 14.9 seconds to 12.8. The online giant calculated that a page load slowdown of just one second could cost the company $1.6 billion in sales. If the converse is also true, Amazon could show gains of $3.36 billion from their faster load time, according to data.