Erschienen in:
2018 | Supplement | Buchkapitel
The Impact of Web Pages’ Load Time on the Conversion Rate of an E-Commerce Platform
verfasst von: Wiktor Stadnik, Ziemowit Nowak
Abstract
The conversion rate is a key determinant of effectiveness of an e-commerce platform. The impact of web pages’ load time on conversion rate of an e-commerce platform was studied. During the experiment, the behavior of real store’s users on the Magento platform was monitored. The popular Google Analytics reporting tool was used to collect data. The level of acceptance of page load times has been determined by the Apdex index. The results of the research showed that average page loading times have a direct impact on the e-commerce conversion rate and customer satisfaction. It was found that the use of Apdex index in different countries requires a recalculation of limits of tolerance and satisfaction.
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