Retailers have teased and rolled out online deals for days, even weeks, but the real Black Friday is here.
Retail web page load times are on the rise because of media-rich pages.
The median page load time for e-commerce sites viewed on Internet Explorer 9 is 9% slower than last year's median, according to data from web optimization company Strangeloop Networks Inc. For the second view of a page, which is often faster since most web browsers, including Internet Explorer 9, temporarily save some files, median load time was 15% slower than in 2011. For retailers, this means business: studies show that page load times affect site views, customer satisfaction and conversions.
Strangeloop's report measured web performance in July among the top 2,000 e-commerce web sites as ranked by web analytics vendor Alexa Internet Inc., a subsidiary of Amazon.com Inc., on a simulator that mimics the browsing experience of users around the world. It found that today's web pages make a median of 77 server requests to deliver all the content meant for the page, up 5% from 73 in 2011. In other words, web pages have more content on them, and that makes them load more slowly.