Skip to main content
SpringerLink
Log in

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

  • Conference paper
  • First Online:
Information Systems Architecture and Technology: Proceedings of 38th International Conference on Information Systems Architecture and Technology – ISAT 2017 (ISAT 2017)

Part of the book series: Advances in Intelligent Systems and Computing ((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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Rabhan, B.: Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization. Wiley, Hoboken (2013)

    Google Scholar 

  2. Khliupko, V.: Magento 1 DIY. Apress, New York (2016)

    Book  Google Scholar 

  3. Clifton, B.: Advanced Web Metrics with Google Analytics, 3rd edn. Wiley, Indianapolis (2012)

    Google Scholar 

  4. Gunther, N.: The Apdex Index Revealed. MeasureIT 7.02. Computer Measurement Group (2009)

    Google Scholar 

  5. Hasan, L., Morris, A., Probets, S.: Using Google analytics to evaluate the usability of e-commerce sites. In: Kurosu, M. (ed.) Human Centered Design 2009, LNCS, vol. 5619. Springer, Heidelberg (2009)

    Google Scholar 

  6. Borzemski, L., Suchacka, G.: Business-oriented admission control and request scheduling for e-commerce websites. Cybern. Syst. 41(8), 592–609 (2010). SI

    Article  Google Scholar 

  7. Poggi, N., Carrera, D., Gavaldà, R., Ayguadé, E., Torres, J.: A methodology for the evaluation of high response time on E-commerce users and sales. Inf. Syst. Front. 16(5), 867–885 (2014)

    Article  Google Scholar 

  8. Wang, G., Wang, Y.: User satisfaction based dynamic priority assignment algorithm for internet of things. In: 17th International Conference on High Performance Computing and Communications, pp. 880–883. IEEE, New York (2015)

    Google Scholar 

  9. McDowell, W., Wilson, R., Kile, C.: An examination of retail website design and conversion rate. J. Bus. Res. 69(11), 4837–4842 (2016)

    Article  Google Scholar 

  10. Stępniak, W., Nowak, Z.: Performance analysis of SPA web systems. In: Borzemski, L., Grzech, A., Świątek, J., Wilimowska, Z. (eds.) Information Systems Architecture and Technology 2016. Advances in Intelligent Systems and Computing, vol. 521. Springer, Cham (2017)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Wrocław University of Science and Technology, Wybrzeże Wyspiańskiego 27, 50-370, Wrocław, Poland

    Wiktor Stadnik & Ziemowit Nowak

Authors
  1. Wiktor Stadnik
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Ziemowit Nowak
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Ziemowit Nowak .

Editor information

Editors and Affiliations

  1. Department of Computer Science, Faculty of Computer Science and Management, Wrocław University of Science and Technology, Wrocław, Poland

    Leszek Borzemski

  2. Department of Computer Science, Faculty of Computer Science and Management, Wrocław University of Science and Technology, Wrocław, Poland

    Jerzy Świątek

  3. Department of Management Systems, Faculty of Computer Science and Management, Wrocław University of Science and Technology, Wrocław, Poland

    Zofia Wilimowska

Rights and permissions

Reprints and permissions

Copyright information

© 2018 Springer International Publishing AG

About this paper

Cite this paper

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

Download citation

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

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-67219-9

  • Online ISBN: 978-3-319-67220-5

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation