May 3, 2012, 10:51 AM

L.L. Bean shows other mobile retailers how to speed things up

It’s a top 10 player on the Keynote Mobile Commerce Performance Index.

Lead Photo

The merchant's m-commerce site home page loaded on average in 7.28 seconds.

L.L. Bean Inc. beat average mobile performance and pushed its way into the top 10 of the Keynote Mobile Commerce Performance Index last week. Its m-commerce site home page loaded on average in 7.28 seconds and it did so successfully 98.92% of the time for an index score of 841 out of 1,000. It came in at No. 10 on the index.

By comparison, for the week ending April 29, the average m-commerce site home page load time for all 30 merchants on the performance index was 9.07 seconds, the average success rate was 98.12% and the average score was 742.

“L.L. Bean underscores this week what makes for a great mobile web site,” says Joe Flake, web and mobile performance expert at Keynote Systems Inc. “The site’s home page element count is relatively small at 15. And their page download size is moderate: 25 kilobytes to 64 kilobytes. They could improve a bit by reducing the size of the jpg splash photo on the home page. It’s nearly half the page size; larger than needed for the small mobile screens involved.”

L.L. Bean, No. 52 in the Internet Retailer Mobile Commerce Top 300, did not immediately respond to a request for comment. M-commerce technology vendor Usablenet Inc. built L.L. Bean's mobile site.

Sears Holdings Corp. came in first with a load time of a swift 3.20 seconds and a success rate of 99.00% for a score of 949. Toolfetch.com LLC came in second with a load time of 4.77 seconds and a success rate of 99.29% for a score of 929. And Amazon.com Inc. came in third with a load time of 5.43 seconds and a success rate of 98.84% for a score of 882.

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 multiple categories and channels, and of multiple sizes, ranging from such giants as Amazon.com Inc., Sears Holdings Corp. and Walmart.com, 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. Keynote 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.

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