05 Jun Server Side Rendering Improves Site Performance
In today’s highly competitive business environment, there are many things that support a successful ecommerce strategy. Specifically related to product lines, there are product recommendations, competitive pricing, related product recommendations, targeted product recommendations, and the ability for shoppers to easily find what they’re looking for.
Assuming you do all the things necessary to successfully represent a product line and buyers can find the products they’re looking for, there’s still one main factor some companies don’t focus enough on: a fast and responsive website. Ever click on a product only to have the page take what seems like forever to load or fully render?
Slow page rendering is one of the leading reasons why buyers abandon their cart. Here are some important facts about ecommerce shopping from Kissmetrics:
- 73% of mobile Internet users say they’ve encountered a website that was too slow to load.
- 51% of mobile Internet users say they’ve encountered a website that crashed, froze, or received an error.
- 47% of consumers expect a web page to load in two seconds or less.
- 40% of people abandon a website that takes more than three seconds to load.
- A one second delay in page response can result in a 7% reduction in conversions
(Check out this infographic on load times by Kissmetrics for more information.)
Performance is a critical factor in deciding where and when buyers make purchases. But, if it’s this important, why are there so many buyers still complaining about lack of responsiveness and performance? In reality, most companies don’t overlook the performance criteria – they simply don’t know how to address it. By not addressing it, companies are missing out on improvements such as better, faster hardware, greater horizontal scalability factors like load balancing, and better architecture strategies, which would all contribute to better responsiveness and performance for buyers – and more revenue for you.
Server side rendering provides the best of both worlds for clients: fast initial page loading with the performance and responsiveness of a SPA. Buyers don’t have to wait on their mobile/desktop app to initialize. The initial page loads fast while also running the client application on the mobile or desktop device for the full user experience.