ABSTRACT

For e-commerce retailers, even small increases in waiting times have been found to lead to user dissatisfaction and losses in sales. This paper investigates how contextual and behavioral factors influence the impact of latency on the website performance of a real e-commerce platform. The results show an increased impact of latency for users with faster navigation speed and mobile users. They further show a long-term effect of latency on customer returns and confirm previous findings that show a lower impact of latency for users that are familiar with a website. These results provide a case for real-time behavioral analytics by classifying customers based on navigational speed. It further points out two ways to increase revenue: (i) by prioritization of customers and (ii) by optimization of web-pages toward lower latency.

摘要

对于电子商务零售商，已经发现等待时间的微小增加都会导致用户不满意和销售损失。本文研究了上下文和行为因素如何影响延迟对真实电子商务平台的网站性能的影响。结果显示，延迟对于导航速度更快的用户和移动用户的影响增加。他们进一步显示了延迟对客户退货的长期影响，并确认了先前的发现，这些发现显示延迟对熟悉网站的用户的影响较小。这些结果通过基于导航速度对客户进行分类，为实时行为分析提供了一个案例。它进一步指出了增加收入的两种方法：（i）通过优先考虑客户；（ii）通过优化网页以降低等待时间。