Australian shoppers are waiting an average of 9.4 seconds for a website homepage to load this Christmas, compared with their US and UK counterparts who are experiencing average site response times of 3.8 and 3.9 seconds respectively.
At this point in the peak Christmas shopping period, the five slowest Australian retailers are averaging a homepage response time of 16+ seconds, with very low levels of availability and inconsistent response times. All of these factors add up to a poor user experience and flies in the face of industry data that says if a retailer reduces site response times from eight seconds to two seconds, then they will see a 74 per cent increase in site conversions.*
On the flip side, consumers looking for a super efficient online shopping experience can dial up the top five performing retail sites in Australia – Apple, GraysOnline, Myer, eBay and Amazon – serving an average response time of 2.9 seconds, 99.4 per cent availability and exceptional site performance consistency. These results meet international consumer benchmark that says a retail site must load in three seconds, otherwise 50 per cent people will abandon and shop elsewhere.
The data comes from global digital performance monitoring company, Dynatrace, who’s been tracking the homepage response times of hundreds of retailers across all major countries, every 10 minutes for the last 12 months. Locally, the company has been watching the performance of Australia’s 30 largest retailers, ranking their Christmas site performance across a range of browsers (Internet Explorer, Firefox and Chrome) from within data centre backbone locations in Melbourne and Sydney, plus running ‘last mile’ performance testing from thousands of real user PCs.
Dave Anderson, head of marketing in APAC for Dynatrace, explains, “Last mile’ testing gives a crystal clear view into how retail sites are actually performing for real end users and often paints a more sombre picture than data centre results. For example, when we look at the real user PC results for the entire local retail group, the average homepage response time looks more like 12.5 seconds – as opposed to 9.4 seconds. Unfortunately, the local results are slow whichever way you look at them and puts Australia firmly at the bottom of the global site performance ladder.
“Australia’s lag in performance is concerning but presents a big opportunity for local retailers to measure response times more closely and link it back to revenue. Take a leaf out of Nordstrom’s book – it has measured that a mere 0.5 second slow down in site load time equates to an 11 per cent reduction in site conversion. This is precisely where local retailers need to focus internal conversations: looking at site performance and how it impacts revenue. Otherwise, they’re choosing to leave money on the table.”
Average retail homepage response times by country:
Australia – 9.4 seconds
US – 3.8 seconds
UK – 3.9 seconds
Germany – 3.7 seconds
France – 3.9 seconds
Italy – 5.7 seconds
India – 5.8 seconds
Spain – 3.3 seconds
Japan – 4.4 seconds
Norway – 4.5 seconds
South Korea – 5.1 seconds
China – 6.7 seconds
*Source: Dynatrace Real User Monitoring Report, looking at the 30+ major US retailers across 10M home page views.
Please login with linkedin to comment
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.