Office Depot leads in response time for online transactions, Gomez reports
Office Depot’s average response time for online retail transactions, 6.38 seconds, was 37% faster than second-ranked J.C. Penney’s time of 10.13 seconds and three times faster than the average of 18.59 seconds in the June Gomez Performance Index of retail web sites, Gomez Inc. reported today. The average June transaction time was 1 second faster than the average May time of 19.57 seconds, Gomez said.
Gomez measured the performance of 15 retail web sites, reporting on the average amount of time each site was available in June as well as the speed of retail transactions.
CDW had the highest availability measure at 99.78%, compared to the index average of 97.58%. The average June availability measure declined slightly from May’s 97.61%.
The retail transaction response times are fastest-possible times recorded by software agents from 10 Gomez Internet backbones located throughout the U.S., measuring the time from entering a web site to the point of purchase. Gomez abandons the site before clicking the final check-out button to avoid the actual monetary transaction.
Rsponse time and availability can be impacted by the location of a retailer’s data centers, the condition of its servers, and the number of steps needed to complete a shopping cart transaction, says Gomez marketing analyst Mike Sadler. They can also be impacted by such factors as page weight (e.g., the size of pages, and whether they include full or heavy image files), 3rd-party relationships (how fast content servers, security vendors, etc., complete their obligations), and complexity of the transaction (e.g., how many back-end processes need to occur).
The June transaction response times for all 15 sites measured in seconds:
Office Depot, 6.38
J.C. Penney, 10.13
Best Buy, 13.60
Target, 14.17
Wal-Mart, 14.17
Gap, 14.30
Staples, 15.67
Amazon, 16.69
CDW, 18.12
Dell, 21.24
Lands’ End, 21.95
HP, 23.20
Office Max, 24.13
Sears, 24.37
Sony, 40.77
The availability measures for the 15 sites:
CDW, 99.78%
Staples, 99.66%
J.C. Penney, 99.43%
Office Max, 99.39%
Sony, 99.34%
Lands’ End, 99.26%
Sears, 98.80%
Gap, 98.75%
Office Depot, 98.25%
Wal-Mart, 98.14%
Amazon, 97.77%
Best Buy, 97.49%
Dell, 96.30%
Target, 92.53%
HP, 88.82%.
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