A merchant can design an m-commerce site home page including some bells and whistles such as rotating hero shots, aiming to in some ways recreate the e-commerce experience and wow mobile shoppers. Or it can keep things simple, with a streamlined, utilitarian page made to speed shoppers to products or features. The fancier version means a page heavier in kilobytes that might require a little more time to load.
Sears Holdings Corp. takes the more streamlined approach, and it shows in its site performance. Its m-commerce site home page, a site search box followed by a list of horizontal bars for site features and functions, took a swift 3.67 seconds to load on smartphones and did so successfully 99.16% of the time for the week ending Nov. 6 on the Keynote Mobile Commerce Performance Index. This earned the site a perfect score of 1,000.
Keynote weights load time and success rate to create a score. When a retailer has an exceptional load time and success rate, both of which best those of all other retailers on the index, it earns a perfect score of 1,000.
Walgreen Co. comes in second on the index, compiled by mobile and web performance management firm Keynote Systems Inc., with a score of 934. Its mobile home page loaded on average in 6.86 seconds and did so successfully 99.10% of the time. Toolfetch.com LLC comes in third with a score of 927, a load time of 5.18 seconds and a success rate of 98.24%.
Walmart.com comes in fourth with a score of 909, a load time of 6.86 seconds and a success rate of 98.57%. And Amazon.com Inc. comes in fifth with a score of 901, a load time of 7.80 seconds and a success rate of 98.80%.
The average score for all 30 retailers on the index is 738; the average load time, 11.65 seconds, and the average success rate, 96.95%.
Click here and then click on Keynote Mobile Commerce Performance Index Part 1 and Part 2 to see this week’s complete results for all 30 retailers on the index.
Keynote Systems measures 30 representative m-commerce sites exclusively for Internet Retailer. The sites include merchants in various categories and channels, and of various sizes, ranging from such giants as Amazon.com Inc., Sears Holdings Corp. and 1-800-Flowers.com Inc., to midsized retailers like Sunglass Hut and Toolfetch.com LLC. Keynote tests the sites in the index every hour Monday through Sunday from 8 a.m. through midnight Eastern time, emulating four different smartphones on four different wireless networks: Apple Inc.’s iPhone 4 on AT&T, the HTC Evo on Sprint, the BlackBerry Curve on T-Mobile and the Droid X on Verizon. The HTC Evo and the Droid X run Google Inc.’s Android operating system. It runs the tests in Chicago, Dallas, New York and San Francisco.
Keynote combines a site’s load time and success rate, equally weighted, into a single score. Given that both performance and availability are important, the score reflects the overall quality of the home page; a higher score indicates better performance. Scores also reflect how close sites are to each other in overall quality. The index average score is the midpoint among all the sites’ scores.