Properly implementing third-party tools can help brands deliver seamless shopping experience 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 24, 2019, 9:29 AM UTC

40% of consumers will leave a website if it takes more than three seconds to load.

This article recommends brands should setup automatic failure notifications on third-party tools such as analytics tracking and security functions. These tools can help businesses provide a seamless shopping experience, but improper implementation and maintenance in its integration can hinder website performance.

Performing load testing and collecting performance metrics can further help brands prepare for the heavy holiday season traffic. To meet consumer’s expectations at scale brands should constantly check their website speed and maintain optimal runtimes on all critical pages.

An ideal runtime for homepage should be 100ms to 250ms, while checkout runtimes should be at 1,000ms to 1,500ms. The author also suggests that retailers can further cache 90% of their editorial content, including homepage and product specific content to enhance the website load time.

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