E-Retailers Plagued by Mobile Site Redirects

E-Retailers Plagued by Mobile Site RedirectsMeet the new scourge of the eRetail world — mobile site redirects.

“Severe inefficiencies in how some of the top e-retailers’ sites load on a mobile device add more than 8 seconds to the page load process,” according to new data analysis from Yottaa.

The Boston-based mobile and web optimization company tells us in a new report that mobile redirects run rampant among the top 500 e-retailers.

39 percent of the top retailers’ mobile sites redirect users two or more times before beginning to load, and one out of every 10 of the top Internet retail sites redirects users three or more times.


“Mobile sites with four redirects make users wait more than 16 seconds until a site renders – that’s 8 seconds longer compared to sites with no mobile redirects,” the study summary reads.

Research cited reveals that even just a one-second delay in site response time can reduce conversions by 7 percent.

“Based on the data, it’s apparent that the configuration of the commerce web is trailing significantly behind the significance of the channel,” said Ari Weil, vice president of products at Yottaa. “E-commerce businesses need to closely analyze how they can make up lost ground as seconds tick away during long page load times.”