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Site Speed Matters continued from page 95


is high for online retail sites, and it’s rising all the time. User patience is not linear.


Almost no one abandons a site for being too slow within the fi rst second. But beyond that fi rst second, absent some feedback (such as the brows- er title bar showing the page title), users start to bounce at an accelerating rate. By three or four seconds a typical site might lose half its potential visitors and buyers. Of course the specifi c thresholds vary by website, user action, intent and other factors, but the prin- ciple remains the same: time


is money. Speed is critical in today’s


fast-paced world. And a slow website affects brand percep- tion. Visitors’ attitudes toward a brand are formed within a few seconds, and a slow web- site that they never see is a lost opportunity to make a good im- pression. More importantly, this lost opportunity equals revenue loss. Retailers can save them- selves a lot of money by asking themselves the three critical questions: How fast are your landing pages? How does your web development team monitor and ensure all landing pages are loading fast? And realisti- cally, how much can you spend to positively impact speed? The upside is tools exist to-


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day to help ecommerce sites increase web performance with- out breaking the bank, which is perfect for those retailers run- ning a brick and mortar, and investing in an online shopping channel. Automating site speed through cloud routing and web performance optimization tech- nologies can offer retailers the web performance solutions at attainable price points, result- ing in long term benefi ts. Contributed by Coach Wei,


CEO of Yottaa, a company focused on web performance op- timization, as well as improving page speed, site monitoring. ■


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