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87 per cent of retailers risking revenue losses due to poor mobile sites

Tim Maytom

The average UK retailer is risking massive revenue losses due to poor performing mobile sites, according to new research from eCommerce and digital agency Visualsoft. A new report from the firm found that the average mobile load speed among the top 245 retailers was 11 seconds, or 'poor' according to Google's latest guidelines.

According to Visualsoft's study, 87 per cent of the UK's top retailers are risking drops in online visibility due to their poor mobile site performance, with a worryingly low number taking steps to improve their mobile sites following Google's 'Speed Update' which was announced in January.

The update, which comes into force in July, rates sites according to the speed with which they load on mobile, with those coming in under four seconds ranked as 'excellent'. Research shows that 50 per cent of all users expect a site to load in less than two seconds, showing how high consumer expectations now sit for mobile retailers.

However, Visualsoft's report found that only one per cent of the top 245 UK retailers fell into the 'excellent category', a figure which has actually worsened since November 2017. The average load speed found was 11 seconds, which could potentially result in a 27 per cent loss in customers as frustrated browsers look elsewhere.

"Even with the increased pressure of Google's 'Speed Update' looming in July, and the continual demise of onlien retail giants such as Tesco Direct, it's concerning that retialers aren't taking action to secure their spot in the search engines," said Gavin Lowther, head of digital at Visualsoft. "There is a huge opportunity for those new into the market to reach top positions if they keep speed high on their list of priorities, ahead of even the biggest retailers - especially the ones ignnoring the significance of site speed to the end user experience.

"However, all is not lost for these more experience retailers; with a small review of your site and implementation of some of our quick win recommendations, retailers can see their site speed take a turn for the better."