Online shopping is no longer an addition to the retail experience; today it’s becoming the primary method of shopping. Now, it’s more important than ever that retailers make it through the holiday shopping season free of site outages and other problems, and that they provide their customers with a superior user experience. The 2014 Holiday Web and Mobile Site Performance Review, by Internet Retailer and AppDynamics, offers insights into what retailers are doing right during busy shopping seasons and what they can do better.
Internet Retailer asked more than 350 senior retail executives in various departments—from e-commerce to marketing to IT operations— about their sites’ performance from Black Friday through Cyber Monday 2014. While there is a wealth of valuable information to pull from the results, the report uncovered several important best practices retailers should implement. At the core of these is deploying site performance and monitoring tools and preparing to respond quickly to problems.
Additionally, the results share conversion rates on mobile sites and apps. “Mobile was still a big influencer and a big interaction channel,” explains Maneesh Joshi, senior director and head of product marketing and strategy at AppDynamics, the application intelligence company, “It plays a vital role in the purchasing process, but it was not the actual device for completing the purchase.” While the 2014 Holiday Web and Mobile Site Performance Review shows that some e-retailers are well prepared for peak seasons, it also underscores the important role site performance and monitoring tools play in a retailer’s success.