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How Does Mobile Page Speed Shape in-between Touchpoints in the Customer Journey? A Research Regarding the Most Trusted Retailers in Romania
Journal of Theoretical and Applied Electronic Commerce Research ( IF 5.318 ) Pub Date : 2021-04-19 , DOI: 10.3390/jtaer16050077
Eliza Nichifor , Radu Constantin Lixăndroiu , Ioana Bianca Chițu , Gabriel Brătucu , Adrian Trifan

In the digital age, retailers face umpteen challenges, finding it increasingly difficult to fulfil the customer requirements. Studying the most trusted online stores in Romania, the authors aimed to identify the opportunities and the challenges for retailers in the connected consumer’ journey, analyzing the page load speed of the in-between touchpoints in the pre-check-out phase on smartphones. In this regard, comparative analysis and content analysis were performed, taking into consideration eight performance indicators, namely, first content paint, first input delay, largest contentful paint, cumulative layout shift, performance score, speed index, time to interactive, and total blocking time. Three platforms were used to run the tests, the generated data allowing the identification of the necessary enhancements to ensure a continuous consumer journey. The study revealed that the selected in-between touchpoints need major improvements to provide a satisfying consumer experience on a smartphone. The scientific contribution of this article consists of presenting 14 opportunities designed for retailers. By implementing them, for every 0.1 s saved, the conversion rate can increase by 8% due to emotional mitigation with technological performance improvements. The page speed shapes the customer journey, the retailers gaining the users’ trust by avoiding a long waiting time between the touchpoints.

中文翻译:

在客户旅程中的接触点之间,移动页面速度是如何形成的?关于罗马尼亚最受信任零售商的研究

在数字时代,零售商面临无数挑战,越来越难以满足客户要求。作者研究了罗马尼亚最受信任的在线商店,目的是确定连接消费者的旅程中零售商的机遇和挑战,分析智能手机预结帐阶段中间接触点的页面加载速度。在这方面,进行了比较分析和内容分析,同时考虑了八个性能指标,即第一内容油漆,第一输入延迟,最大有问题油漆,累积布局偏移,性能得分,速度指数,交互时间和总阻塞时间。使用三个平台来运行测试,生成的数据可以识别必要的增强功能,以确保持续的消费者旅程。研究表明,选定的中间接触点需要重大改进,才能在智能手机上提供令人满意的消费者体验。本文的科学贡献包括为零售商设计14个机会。通过实施它们,每节省0.1 s,由于降低了情感并改善了技术性能,因此转换率可以提高8%。页面速度决定了客户的旅程,零售商避免了接触点之间的长时间等待,从而赢得了用户的信任。本文的科学贡献包括为零售商设计14个机会。通过实施它们,每节省0.1 s,由于降低了情感并改善了技术性能,因此转换率可以提高8%。页面速度决定了客户的旅程,零售商避免了接触点之间的长时间等待,从而赢得了用户的信任。本文的科学贡献包括为零售商设计14个机会。通过实施它们,每节省0.1 s,由于降低了情感并改善了技术性能,因此转换率可以提高8%。页面速度决定了客户的旅程,零售商避免了接触点之间的长时间等待,从而赢得了用户的信任。
更新日期:2021-04-19
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