Joshua Bixby, a baseball fan and president of Vancouver-based Strangeloop Networks, tested transaction times for several online ticket vendors, including major players MLB.com, Ticketmaster and StubHub. He used the speed-tracking tool WebPageTest.org.
Over multiple trials, he recorded the amount of time it took for sites to load, beginning from the site homepage all the way through the ticket-purchasing process. He didn't include the amount of time it took to navigate between links. But he did track the number of resources -- such as JavaScript, CSS files and images -- that each site required his browser to load.
Here are Bixby's findings, ranked from fastest to slowest, provided exclusive to Mashable:
CheapMLBtickets.com: 12.08 seconds average total loading time; 158 resources downloaded
FindTicketsFast.com: 15.03 seconds; 121 resources
StubHub.com: 23.52 seconds; 265 resources
TicketsNow.com: 24.61 seconds; 319 resources
Tickets.com: 28.12 seconds; 324 resources
TicketNetwork.com: 31.72 seconds; 210 resources
Ticketmaster.com: 39.67 seconds; 489 resources
MLB.com: 43.37 seconds; 636 resources
For comparison, Bixby ran a similar test on eBay, and found a loading time of 12.2 seconds with 168 resources, almost identical to CheapMLBtickets.com. He also tried MLB.com on an iPhone over a 3G network (46 seconds, ended in a error) and on an iPad over a wi-fi network (62 seconds).
So why the big differences in transaction times? By and large, the sites with more resources to download were the ones with the longer delays. Bixby blames that on a "tug of war" between site performance and the desire to host advertising and other images.
"So far the tug of war has been won by the marketers and the image-makers," he says. "What's happening is that performance is a key feature and it's kind of being neglected in some cases."
Bixby says slower sites can improve performance -- and subsequently discourage customers abandoning transactions -- by streamlining pages to load fewer resources and by cutting the number of pages in the transaction process. As people continue to turn to mobile devices for shopping more frequently -- and still prefer to buy via mobile sites over apps -- transaction speed will only grow in importance.
Have you abandoned an online purchase because of slow loading times? Let us know in the comments.