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I've worked in e-commerce for a while and have heard similar stated from time to time and seemed like someone was trying to fit a linear line over what's almost

by kypro 4y ago

I've worked in e-commerce for a while and have heard similar stated from time to time and seemed like someone was trying to fit a linear line over what's almost certainly an s-curve distribution. At lower latencies no one is going to leave your site because it takes 1200ms instead of 1000ms to fully load a page. But at some point almost everyone is going to leave your site rather than wait. I also find these stats really confusing because whenever someone talks to me about site performance they're always talking about a different metric (server response time, first paint, time to interactive, etc). If you're first paint is quick then users aren't going to care if content half way off the page doesn't load instantly. I've always tried to focus on how fast things feel rather than worrying too much about specific metrics. If you can just get something (ideally the important bit(s)) to load really fast a site can feel extremely fast even if it's mostly just an illusion. Users like to click things and see stuff happening. It's things like reloading the page when adding items to cart then making them wait on a white screen for multiple that increases bounce times as abandoned carts in my experience. Making add to cart buttons an ajax request probably helps far more than making the page load 200ms faster.

ptspts 4y ago
Also, this can make me bounce: ,,payment failed, please start again with an empty shopping cart''. It happens on quite many webshops.
- kypro 4y ago
  I guess that's not really performance, but I agree that UX is one of those things that can subtlety annoy someone enough that they'll just give up and go elsewhere. That's a pretty extreme example, but even simple things like asking the user for too much information over too many pages at checkout can dramatically increase bounce rate. If a user can't land on your site, find what they're looking for then checkout within a few minutes, something is wrong. On payment failures, an interesting solution an ecommerce I used to work for came up with was just to place the order on payment failure. They figured it was better just to send out an email after the fact asking them to try again and if that failed they could call and take the payment over the phone if need be. We targeted an older demographic and sold fairly pricey products though. I guess that model wouldn't work so well if you're selling $10 tshirts. I believe Amazon does something similar. I know they've sent me emails in the past letting me know my payment failed after placing an order.

by kypro 4y ago

ptspts 4y ago

Also, this can make me bounce: ,,payment failed, please start again with an empty shopping cart''. It happens on quite many webshops.

kypro 4y ago
I guess that's not really performance, but I agree that UX is one of those things that can subtlety annoy someone enough that they'll just give up and go elsewhere. That's a pretty extreme example, but even simple things like asking the user for too much information over too many pages at checkout can dramatically increase bounce rate. If a user can't land on your site, find what they're looking for then checkout within a few minutes, something is wrong. On payment failures, an interesting solution an ecommerce I used to work for came up with was just to place the order on payment failure. They figured it was better just to send out an email after the fact asking them to try again and if that failed they could call and take the payment over the phone if need be. We targeted an older demographic and sold fairly pricey products though. I guess that model wouldn't work so well if you're selling $10 tshirts. I believe Amazon does something similar. I know they've sent me emails in the past letting me know my payment failed after placing an order.