Marketers concerned about the slowness of their sites: survey

Jul 20, 2011

Amidst growing concerns about slow loading web pages and the resulting loss in sales and conversions to ecommerce businesses, a survey has indicated that a majority of respondents (81 percent) are concerned or very concerned about page load speeds on their sites.

Published: 20 Jul 2011

Amidst growing concerns about slow loading web pages and the resulting loss in sales and conversions to ecommerce businesses, a survey has indicated that a majority of respondents (81 percent) are concerned or very concerned about page load speeds on their sites.

At the same time, nearly 60 percent say they’ve taken some steps to improve site speed but feel they could do more, according to a new survey by global tag management leader TagMan. The “TagMan Ecommerce Page Load Speed” survey also shows that nearly three-quarters (71 percent) are aware that optimisation of third party marketing pixels/tags can hasten page load times, while 35 percent have actually reduced or removed tags to improve site performance.

Findings:

Page load speed is a big issue that few online marketers have fully addressed

  • Over 80 percent of those surveyed are concerned or very concerned about page load times, yet only 14 percent feel they have optimised their site speed.

  • Also over 70 percent are aware tags can slow down pages, but only a third have actually taken any steps in this regard.

  • 25 percent of respondents have not taken any steps to improve site speed, the majority have taken some steps but feel they could do more.

Slow performing sites cost marketers in multiple ways

  • The top three areas impacted by slow performing sites are: reduced conversions, visitor abandonment and negative brand experience

  • Some marketers realise that speed also has an impact on search engine optimisation

Marketers are trying to address site load performance in a number of ways

  • Optimise page code (63 percent say they have done this)

  • Performance monitoring (56 percent say they have done this)

  • Reduce page weight (55 percent say they have done this)

Tags are recognised as a culprit in underperforming sites, which helps explain a growing interest in tag management systems

  • 72 percent of respondents claim to be aware tags can slow down pages

The survey was conducted in June 2011 through an online questionnaire powered by SurveyMonkey. It was completed by more than 60 digital marketers across brand retailers and advertisers, marketing agencies and technology providers chiefly in the US and Europe.