In line with unprecedented development in online sales systems, brands that want to market their products via these channels and customers who want to purchase their needs on these channels, are increasing significantly. For e-commerce firms, during services from establishing infrastructure to exhibiting products, there are necessary conditions to gain customer satisfaction for pre-service and after-service practices.
For turning an ordinary website visitor into a potential customer and at the same time retaining a potential customer, there are numerous trivial-looking but determinative factors in fact.
Researches and practices regarding e-commerce focused websites, generally focus on on-site shopping statistics. But, real data where the brand can benefit for new commercial steps and investment plans can only be achieved by focusing on the “customer experience” of customers who are on these websites. Therefore, the main question should be about what customers think and feel.
Is the existing website convincing enough? Are there small problems that might lead to negative emotions among customers during shopping? How can this website be turned into a more attractive, practical and convenient form for website visitors? E-commerce websites can find answers to all these questions by analysing data related to user experiences.
Why is Your Website Speed Important?
According to a study on e-commerce visitors, only 2 of 10 customers on a website for shopping purpose completes this experience with payment. It was observed that the remaining 8 users have left the website at one of the shopping steps.
Sufficiency and success of the websites play a role at that very moment. Speed and practical layout during website navigating and shopping determines customer satisfaction or dissatisfaction. And ensuring customer satisfaction at every page on the e-commerce website will be the most important step to convince and retain the customer. Therefore, it is possible to talk about an inverse and strong relationship between website speed and customer cart dropouts.
Speed and practicality are the most fundamental and indispensable requirements for any individual preferring online shopping. Impatience is one of the predominant characteristics of a user on the internet and especially on an e-commerce website. E-commerce customers do not enjoy waiting or losing their time. The constant renewal of digital technology has helped this technology to increase its strength and speed which enabled decreasing the waiting time for a website to seconds for any websites and all internet users.
You need to eliminate any factors that decrease your e-commerce website speed. Negativities such as internet connection problems, website images, banner or advertisement load that decreases the mobility of the consumer on the website must be eliminated. Website visitors can freely move across in-site connections starting from landing page and they no longer need to wait. High waiting time caused by server structuring, coding or visitor traffic decrease the chance of potential customers to continue until the last step of shopping.
This way, slow and unsuccessful e-commerce websites will lead to disappointed customers and incomplete shopping. Generally, it is possible to achieve a well-functioning e-commerce website with sufficient speed with correct structuring, detailed design and error-free clean coding. Additionally, there are various technologic revisions and software innovations that can be developed to increase current speed. After the necessary technological investments, your e-commerce website will not experience any speed-related issues.
Effects of Waiting Time on Customer Reactions
High waiting time on both websites visited for information or e-commerce websites, have a negative impact on spending time on the website. This could have a sharper impact on websites visited for shopping purpose. In addition to general customer impatience when it comes to shopping, there is a need for completing various steps one by one on any website to complete targeted shopping. Various stages such as product selection, adding to cart, entering address information, payment should be completed to reach the results. In this case, customers cannot risk experiencing a problem with a slow website. Generally, they do not prefer waiting and leave the website when they get the chance.
We have already stated that 8 out of 10 customers have left an online shopping website without completing shopping. However, according to researches and user experience analysis, the reality is not limited with this. 4 or 5 out of 8 customers who left the website, direct to a rival e-commerce website and complete their shopping on that website. As a result, insufficient website speed problems not only cause the brand to lose customers but also lead its rival websites with probably better speed to snitch their customers.
This bad experience greatly damages brand image in the eyes of the customers without any chance to repair the image. A customer experiencing slow website “torment” can damage that brand in different ways other than not being a customer to that brand. This customer will remember the negative brand image and his/her chance to visit this website for the second time for future shopping is extremely low. That customer might prevent people around him/her to visit that website with different methods. Spreading speed of a bad reputation is always higher than a good one.
Customer’s Response to Waiting Times
Why do customers have such a harsh reaction against a slow website? Why do customers refuse to wait?
Most importantly, there is a common belief that digital shopping is based on “time and energy-saving”. The main reason for individuals who want to do online shopping to prefer these platforms is the speed itself. People do not want to spend their limited personal time in their daily life for nothing. However, an e-commerce website that causes speed problems for its customer will evoke a feeling that this website is stealing their valuable time. Waiting for seconds across slow loading websites will lead customers to feel unhappy and uncomfortable. However, the main purpose of shopping is to be happy.
Also, brands with a slow loading e-commerce website, awake an insecure feeling among customers. No matter online shopping has expanded around the world and mainly established thanks to technological investments, people still feel anxious about shopping via virtual platforms. This anxiety in many people is suppressed to subconscious during online shopping. However, any negative trigger might lead this instinct to kick in. Speed problem on the website is visible as one of these triggers.
Any e-commerce website needs to have strong and solid customer satisfaction at every step from the homepage to the payment page. Mainly, customer satisfaction is linked with speed, practicality and comfort during website use. Websites that succeed in being fast and practical enough will minimize a customer’s possibility to leave a website without completing shopping. In websites where customers do not leave, sales volume and achieved brand value is priceless.