Online fashion retailer Abof’s portal load time 1.8 seconds

Indian online fashion retailer Abof.com said in its new avatar, the load time of its website has improved significantly to 1.8 seconds making it one of the fastest ecommerce sites in India. The Aditya Birla Group owned fashion portal, which was launched nine months back added that it already had a healthy load time of 6 seconds.

According to Abof.com, research has indicated that websites with load times higher than 5-6 seconds can lead to increased bounce rate and much lower conversion.

The new faster website has improved the conversion rate of the website by over 60 per cent, increase in page views by 21 per cent and a reduction in bounce rate by 20 per cent.

“Online shoppers typically browse multiple categories and products before making a final purchase. Therefore, fast response times are an imperative. A delay of every second can lower the conversion rate by up to 7 per cent,” the portal stated.

"It was a strategic and critical goal for us to improve response times and become the fastest ecommerce site in India," Mahesh Tiyagura, chief technology officer at Abof.com said.