Online retailers may be missing out on valuable mobile sales because their Web sites take longer to load on mobile devices than they should.
The average time the top 100 Web-only retail sites take to load on mobile devices is 2.99 seconds, almost two seconds longer than Google's recommended load time, according to the Mobile Experience Scorecard: Web-Only Retailers from The Search Agency.
"Given that Web-only retailers have no brick-and-mortar stores, we expected these organizations to be leading the pack when adopting mobile best practices," said Delia Perez, senior VP account delivery and strategy at The Search Agency. "With Google predicting that mobile traffic will catch up with desktop searches this year, mobile retailers should ensure they're poised to take advantage of this revenue opportunity."
The retail sites with the fastest load time, according to TSA, were Nasty Gal (which earned a 4.68 score out of 5), eBags and Zazzle. BikeBandit.com, which had a score of 0.805, received the lowest score. TSA calculates a total possible score of five points, based on web site load time, site format, search box, shopping cart, sign-in, social media buttons and app presence.
Retailers of jewelry, health and beauty products, apparel and accessories had the fastest-loading Web sites on mobile devices.
In reviewing the 100 retailers' mobile Web sites, 88 featured a search box, 90 included a shopping cart, 82 had an account sign in, 55 featured social media buttons or links and 29 linked to an app download.
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