Data Shows That Third Party Apps Are Essential For Optimal Shopper Experiences But Negatively Impact Site Performance And Online Conversions
Waltham, MA—February 28, 2017—Yottaa, Inc., the leading SaaS platform for accelerating eCommerce, today announced findings around third party applications used by eCommerce sites. The findings resulted from evaluating over 600 eCommerce sites and examining the number of applications used per site as well as the performance and conversion consequences of deploying those applications.
Most eCommerce sites use multiple third party applications to provide richer experiences for their shoppers. These applications, such as live chat, personalization, adtech, and social media channels, are essential in terms of building brand loyalty and engaging customers. Yottaa’s analysis revealed that some of the most popular third party applications used by eCommerce sites today are:
- Advertising Technology
- Social Media
- Live Chat
- Recommendation Engines
- Shopper Reviews and Ratings
While third party applications provide better shopper experiences, they also significantly impact the performance of eCommerce sites. Today’s sophisticated retail websites are heavy and complex, with an average of 220 calls to 80 servers for every page. According to industry experts, every second of web performance latency results in a seven percent loss in conversions, significantly impacting sales and financial performance.
Yottaa’s findings on the impact of third party eCommerce applications resulted from evaluating over 600 eCommerce sites. As part of this evaluation, Yottaa documented the number of third party applications per site, the number of third party violations per site, and the impact that these violations had on both performance and online conversions. Violations occur when applications take an extended time to load, are very large in size, fail to load, or block an entire page from loading completely. 80% of retail websites have over 1,200 third party violations per hour. Below is some of the data from the Yottaa study that demonstrates the impact third party applications have on site performance.
- Average violations: 1,543,137 (per brand site per day)
- Average time lost: 1,900 minutes (per brand site per day)
- Shopper time lost per page: 3.27 seconds
- Shopper time lost per session: 99.4 seconds
Yottaa makes it possible for retail sites to have both great performance and engaging shopper experiences through rich third party applications and content. Combining speed, third party control, actionable analytics, and simple deployment, Yottaa enables retailers to accelerate and optimize their sites in a matter of hours with no code or configuration changes. Through Yottaa, eCommerce sites can optimally sequence third party applications and dramatically reduce associated violations resulting in the following benefits based on the community of 600 eCommerce sites:
- Total time saved per day: 749,000 hours
- Average violations avoided: 102,961,000
- Average conversion lift: 10.2%
“The intelligent and non-invasive offerings from Yottaa are exciting for Iterate, especially having witnessed firsthand the enormous impact our customers achieve from Yottaa’s innovative methods to increase performance,” said Jon Nordmark, Founder and CEO of Iterate. “This smart and natural extension of Yottaa’s technology allows for the weeding out of poor performers and the easy addition of new and innovative gamechangers based upon known problems. That is real insight. Combined with a bridge to the emerging technology ecosystem to act on these insights, Yottaa will continue to bring tremendous value to its customers.”
“Shoppers today expect the same rich experience online that they experience in-store. Third party applications and content such as personalization, recommendations, and live chat are critical to achieving this,” said Rich Stendardo, CEO of Yottaa. “Unfortunately, these applications can also result in poor performance which has been proven to drive shoppers away to competing sites, resulting in lost revenue. Yottaa enables retailers to provide its shoppers with the best of both worlds – lightning fast performance and an engaging experience through third party applications. The impact is that our customers have been able to increase online conversions 10-20% by using Yottaa to get control of these applications and improve site speed.”
Yottaa is the leading SaaS platform for accelerating eCommerce. Purpose-built to solve the website performance challenges retailers face today, Yottaa enables retailers to deliver content instantly across all devices, pages, and browsers, through advanced acceleration and 3rd party application sequencing. Leading retailers, such as The Container Store, Hallmark, eBags, Jockey, Billabong, and JoAnn Fabrics, have deployed Yottaa in a matter of days with zero code change to realize billions in incremental revenue. To learn more about how Yottaa can accelerate your eCommerce site and increase online conversions, please visit www.yottaa.com or follow @yottaa on Twitter.
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