The more efficiently a website loads, the better it is for a brand’s bottom line, according to a new report from software company Contentsquare.
Ultimately, consumers do not like waiting for anything, especially for a website to load, with Google even reporting that as a page load time goes from 1 second to 5 seconds, the probability of a visitor abandoning the site increases by 90 percent. Luckily, several luxury brands have implemented quick and efficient websites, including Montblanc and Cartier, which received top rankings on the Fast 100 list.
The Fast 100 ranking stemmed from Contentsquare speed analysis technology using YouGov’s most popular brands from the fourth quarter of 2021, selecting the most popular brands across luxury, home goods/furnishings, specialty retail, fashion and grocery.Consumers will contemplate abandoning a brand’s website — and in turn, a purchase — if the site does not load quickly, is not responsive or is difficult to operate.
Six brands came in joint first place for having the lowest CLS, including Italian fashion house Versace, Argos, Peacocks, Greene King, WH Smith and Issey Miyake. All first-place brands have a CLS score of 0, reflecting that no parts of the pages were shifting as they loaded.German luxury goods maker Montblanc came in number one; Richemont-owned jeweler Cartier ranked third; French fashion house Saint Laurent came in seventh; French fashion label Jean Paul Gaultier came in at number eight.
Yottaa also found in 2019 that 90 percent of shoppers have left an ecommerce Web site because it did not load as quickly as expected. While high-quality imaging is crucial to luxury brands and retailers, slow site speed greatly impacts consumers’ user experience .
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