Study: Slow Load Times Cause Users to Abandon Mobile Transactions
A new Harris Interactive report sponsored by Jumio highlights the importance of building mobile apps and mobile websites that load quickly. The survey found that 66 percent of respondents had abandoned a mobile transaction because of an issue, and 36 percent had done so because of slow load times. In addition, 27 percent said they had abandoned an attempt at opening an online game.
Among those who had abandoned a purchase, 34 percent did not attempt to repeat the transaction.
"For mobile purchasing, businesses must ensure the checkout process is as simple and efficient as possible. As it relates to abandonment of new account opening, anything that can be done to streamline the process and reduce the amount of manual key entry will increase the completion rate," said Marc Barach, chief marketing and strategy officer at Jumio. "The average mobile checkout typically requires 75 keystrokes — which translates to 75 chances for error and can take about a minute to complete."