Moovweb Blog: Insights and best practices on mobile commerce from Moovers.

Mobile Web Performance of the Top 100 E-Commerce Sites

Site speed (particularly on mobile) will be the single most important focus for e-commerce companies in 2019.

Last year, Google delivered the industry a wake-up call with results that showed that over half (53%) of consumers abandon mobile websites that take longer than three seconds to load. This year Google is upping the ante, providing a new benchmark for fast mobile loading times.

More to the point, earlier Google research pointed out that decreasing load speeds by just one second can boost conversions by nearly 27%.

How we tested mobile web performance

We analyzed the performance of the Internet Retailer Top 100 (IR 100) mobile websites to give you a more in-depth picture of how top eCommerce sites perform today. We used WebPageTest to test each mobile website for browsing speed at critical points along the shopper’s journey prior to checkout. This includes measuring 1) home page load time, 2) load time from Home to Product Listing Page (PLP) and 3) PLP to Product Detail Page (PDP).

General best practice suggests a website should load in 3 seconds or less. That is quickly becoming outdated, as the best sites are now able to load in under a second. The goal here is to provide a new benchmark for fast loading mobile sites, one that meets and exceeds general expectations. All of these speed metrics are imperative for a good user experience and are therefore useful for evaluating the performance of a mobile website.

Results from top retailers

On average, the IR 100 mobile homepage load times were 3s and PLP and PDP at 1.5s. Contrast this to three of our customers–1-800-Flowers, Kirkland’s and Annie Selke–who on average had mobile homepage load times of 0.30s, 0.44s for mobile PLP and 0.35s for mobile PDP. Our customers’ mobile homepages were 10x faster, mobile PLP 3.4x faster, and mobile PDP 4.2x faster, than the IR100.
Mobile Web Performance of the Top 100 E-Commerce Sites

Distribution of speed PLP and Speed PDP for the top 100 eCommerce websites.

Mobile Web Performance of the Top 100 E-Commerce Sites

*Moovweb Customer Average = Average Speed of Moovweb Customer PWA’s (1-800-Flowers, Annie Selke, Kirkland’s)

Mobile Web Performance of the Top 100 E-Commerce Sites

*Moovweb Customer Average = Average Speed of Moovweb Customer PWA’s (1-800-Flowers, Annie Selke, Kirkland’s)

Mobile Web Performance of the Top 100 E-Commerce Sites

*Moovweb Customer Average = Average Speed of Moovweb Customer PWA’s (1-800-Flowers, Annie Selke, Kirkland’s)

Site speed is the new battleground for SEO

Speed Index is the decisive KPI for the ranking in the leaderboard but the majority of companies lag behind the user expectations. Minimizing loading times is a permanent, process-related challenge and requires constant focus across departments and responsibilities.

1-800-FLOWERS.COM, a leading online gifting service and customer of Moovweb, relies heavily on organic search traffic. The brand utilized the Moovweb Platform to speed up its website for mobile. “We saw an immediate improvement in the Google Page Speed score from 56 to 99 and dramatically increased page speed to drive a considerable uplift in conversion rate,” said CMO Amit Shah.

By utilizing Moovweb’s site acceleration capabilities, 1-800-Flowers’ website saw an 85% reduction in time-to-first-byte, a measure of how quickly a mobile browser starts receiving data.  Site acceleration is part of a broader Moovweb offering that enables incredibly fast mobile experiences by utilizing Google AMP and Progressive Web Applications (PWAs).

How does your mobile website measure up?

Curious as to how your mobile site measures up to the 100 top eCommerce sites including our customers?

Click below to request a demo of your own mobile site running on the Moovweb Platform.

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