Comment: Is your website ready for Cyber Monday and the Christmas onslaught?
These days customers use the Google landing page as their benchmark of a well-performing website. As a result they have developed high expectations for fast, rich and successful online experiences. According to research by the Aberdeen Group, a one second delay in response time can reduce conversions by seven percent and customer satisfaction by 16%.
What should online retailers do to ready themselves for this period? Marketing teams will have, no doubt, come up with innovative ideas to maximize spend through their online channel during the year’s most important trading period. However, as important as creativity is, building an attractive-looking website isn’t enough. It needs to function well.
Therefore, alongside developing their websites, the technical teams needs to test the site to ensure it performs well. How will it cope when the first Christmas promotion runs? Will it crash under the load of thousands of visitors all trying to browse and purchase at the same time? Will it work across all Internet browsers? Have you considered the growing number of mobile users, devices and mobile browsers that customers are using?
Whether shopping for a jumper at a major department store or downloading music, good customer experience is critical. So, why should this be different online? While some of the best known-companies in the world have mastered and maximized, measured and manipulated their off-line environments on a quest for maximum results, they’ve missed the point with their online channels.
As different as the off-line world seems by comparison, a fundamental truth remains exactly the same: if you make your products and services hard to find, hard to buy, or create a poor shopping environment, customers won’t buy.
David Flower is EMEA VP at Compuware APM
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