Ellen Hayes Sterling Hager, Inc.
-- Top Retailing Site Exceeds Customers’ Expectations of Four Second Downloads with Predictive Caching --
Los Altos, CA – June 25, 2001 – Fireclick, an award-winning leader in Internet infrastructure technology and a Cisco Systems (Nasdaq: CSCO)-venture backed company, today announced an important new Netflame™ customer, VictoriasSecret.com, the direct arm of the leading specialty retailer of intimate apparel and beauty products. Since implementing Netflame – the hosted application service for accelerated content delivery through the “last mile” – Victoria’s Secret is able to provide customers using slower dial-up connections the ability to view the majority of the site’s pages within four seconds. By accelerating content, Victoria’s Secret significantly speeds download times of graphic-rich pages, improves end-users’ experience and increases conversion rates of browsers to buyers.
“We recognize that many of our customers are still connecting to the Internet using 56k modems,” said Ken Weil, Vice President of New Media for Victoria’s Secret. “Out of our current customers, only a small percentage have broadband access so most were experiencing 56k site performance. After deploying Netflame, download times are up to ten times faster, and customers are thrilled with the improvement.”
“8 Second Rule” Goes Out of Fashion
Fireclick’s content acceleration technology validates a direct correlation between site performance and a company’s revenue. In fact, according to Zona Research and Keynote Systems, online businesses might be losing up to $25 billion in potential revenue due to poorly performing Web sites. Of that, an estimated $21 billion is lost when consumers abandon Web pages that simply take too long to download. Today’s online customers won’t even wait eight seconds (the traditional benchmark for site retention) and often click away after just four seconds. After implementing Netflame, Victoria’s Secret customers are able to view more pages in less time.
Victoria’s Secret, who is also an Akamai Technologies (Nasdaq: AKAM) customer, chose Netflame to increase customer satisfaction of its graphic-rich site. As a result of a rapid implementation process, the retail site’s speed improved immediately, and most importantly, well in advance of this year’s holiday shopping rush.
The “Predictive” Spark of Netflame
Netflame gives Web sites the equivalent of “Extra Sensory Perception”: using proprietary algorithms to track and analyze clickstream patterns, Netflame pre-downloads to the browser cache the content elements that users are “most likely” to request with their next mouse-click. As a result, Web pages are delivered with split-second timing, generating increased individual page views.
Additionally, Fireclick’s Realtime Insite™ traffic visualization tool allows e-commerce managers at Victoria’s Secret to see where visitors are going on the site, capture what pages are most and least popular, and better understand buyer behavior and purchase patterns. By displaying current site traffic patterns in a graphical interface, Realtime Insite allows business decision makers to distinguish vital information that is key to providing a superior shopping experience for online customers.
“Our merchandising managers can see exactly which products visitors are looking at and compare that to what they’re buying,” said Ken Weil of Victoria’s Secret. “We could never easily do that with standard Web log analysis tools.”
Netflame is deployed as a hosted service, requiring no hardware or infrastructure investment on Victoria’s Secret part. Netflame is offered on a service basis; fees are based on the number of sessions accelerated each month by the service.
About Victoria’s Secret
Victoria’s Secret, a business of Intimate Brands, Inc. (NYSE:IBI), presently has 885 lingerie and 471 beauty stores across the country, an internationally known catalogue and an e-commerce site, www.VictoriasSecret.com.
Fireclick’s mission is to drive e-business success by speeding Web access for consumers and improving overall site operations. By increasing the scalability and capacity of Web sites, as well as resolving the inherent “last mile” slowness associated with the Web, Fireclick’s flagship products, server-based Blueflame™ and the Netflame™ application service, meet the concerns of Fireclick’s customers by helping create richer and faster Web site experiences, thus rewarding e-businesses with more site traffic, longer sessions, increased revenues and profits. Visit them at www.fireclick.com.
Fireclick, Blueflame, Netflame, and Realtime Insite are trademarks of Fireclick, Inc. All other trademarks and registered trademarks are the properties of their respective owners.
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