Mobile redirects reduce conversions

Long load times and multiple redirects on mobile devices are severely impacting conversion rates for retailers.

Mobile redirects run rampant among retailers, according to Boston-based mobile and Web optimization company Yottaa: 39 percent of top retailers' mobile sites redirect users two or more times before beginning to load, and one out of every 10 redirects users three or more times.

Mobile sites with four redirects make users wait more than 16 seconds until a site renders–that's eight seconds longer than sites with no redirects. Even a one-second delay in site response time can reduce conversions by 7 percent, according to Aberdeen Group research.

Speedy load times are a must for retailers looking to engage mobile shoppers. Each redirect adds roughly four seconds to the load time, an eternity for a shopper. Roughly 40 percent of visitors will leave after three seconds of waiting.

No matter what your site looks like, or how great the content is, if it's slow people will leave, according to Yottaa.

"Based on the data, it's apparent that the configuration of the commerce Web is trailing significantly behind the significance of the channel," said Ari Weil, VP of products at Yottaa. "E-commerce businesses need to closely analyze how they can make up lost ground as seconds tick away during long page load times."

Of the many ways to speed load times Yottaa suggests retailers refrain from cluttering up mobile sites, this will boost load times and create a more user-friendly experience. Device targeting allows retailers to send smaller or fewer pieces of information to select users, customizing content based on their device and connection speeds. And sequencing lets retailers prioritize the load order of pages, thus ensuring the correct content comes up first.
"Retailers should look for solutions that provide mobile redirection capabilities," said Weil. "This functionality has been typically supplied by their domain provider. However, some providers don't offer enough features to properly handle mobile redirection. These clunky redirects contribute to long load times on mobile devices, which ultimately costs brands conversions."

Reducing or eliminating redirects is becoming even more critical as Google cracks down on bad redirects and promises to slap a warning label on sites with what it determines to be sub-par user experiences. Google's recommended load time is roughly one second.

For more:
-See this Yottaa press release

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