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The Impact of Web Pages’ Load Time on the Conversion Rate of an E-Commerce Platform

Part of the Advances in Intelligent Systems and Computing book series (AISC,volume 655)

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.

Keywords

  • E-commerce conversion rate
  • Apdex
  • Google analytics

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Correspondence to Ziemowit Nowak .

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Stadnik, W., Nowak, Z. (2018). The Impact of Web Pages’ Load Time on the Conversion Rate of an E-Commerce Platform. In: Borzemski, L., Świątek, J., Wilimowska, Z. (eds) Information Systems Architecture and Technology: Proceedings of 38th International Conference on Information Systems Architecture and Technology – ISAT 2017. ISAT 2017. Advances in Intelligent Systems and Computing, vol 655. Springer, Cham. https://doi.org/10.1007/978-3-319-67220-5_31

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  • DOI: https://doi.org/10.1007/978-3-319-67220-5_31

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-67219-9

  • Online ISBN: 978-3-319-67220-5

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