People use their mobile devices to shop more than ever before. But the average mobile retail site doesn’t live up to expectations—leading brands to lose customers and sales. To find out which factors lead to mobile site underperformance, Google partnered with SOASTA, a leading analytics company.
There’s no doubt about it: Shoppers expect brands to deliver fast, frictionless mobile experiences. And those expectations keep rising as more and more shoppers rely on mobile in their micro-moments. Unfortunately, the reality is that many mobile sites are falling short.
Consider this: Mobile sites lag behind desktop sites in key engagement metrics such as average time on site, pages per visit, and bounce rate. For retailers, this can be especially costly since 30% of all online shopping purchases now happen on mobile phones.
The average U.S. retail mobile site loaded in 6.9 seconds in July 2016, but, according to the most recent data, 40% of consumers will leave a page that takes longer than three seconds to load. And 79% of shoppers who are dissatisfied with site performance say they’re less likely to purchase from the same site again.
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