So how long will Web users wait for a page to open? How about two seconds, with three seconds the absolute limit?
That’s from a study by Forrester Consulting: “Two seconds is the new threshold in terms of an average online shopper’s expectation for a web page to load.”
The study also found that “40 percent of shoppers will wait no more than three seconds before abandoning a retail or travel site.”
That’s worse than it used to be.
A similar survey in 2006 found users were prepared to wait four seconds for a page to load.
The research also concludes a poorly performing site has an effect beyond any online transaction. Almost half (46 percent) of the survey respondents said they would develop a negative perception of a company following a dissatisfying online-shopping experience.
By David Wilkening
