Page loading times dramatically shorten to a range of 10 to 20 seconds.
Kevin Woodward , Senior Editor
Consumers visiting HSN Inc.’s mobile commerce site are spending less time waiting for the site to load, an assessment noted in this week’s Keynote Mobile Commerce Performance Index. The retailer also ensured that mobile phone users were properly redirected to HSN’s m-commerce site in their mobile browsers. The combination moved HSN up three spots in this week’s index.
“Page load times improved dramatically, going from a range 180 seconds to 200 seconds to a range of 40 seconds to 60 seconds on T-Mobile and from 40 seconds to 80 seconds, to 10 seconds to 20 seconds on the AT&T, Sprint and Verizon networks,” says Haroon Chohan, mobile performance expert at Keynote Systems. “Because the content is optimized for mobile devices, availability improved greatly as well as resulting in far fewer failed transactions due to excessive load times."
Keynote says it appears the change to redirect HSN’s main web page to a mobile page was made Oct. 4. HSN did not immediately respond to a request for comment.
Sears Holdings Corp. retained the top spot this week with a page load time of 3.52 seconds. The merchant is No. 21 in the Internet Retailer Mobile Commerce Top 300; Internet Retailer projects Sears m-commerce revenue will hit $31.7 million this year.
Other movers last week included Toolfetch.com, moving up seven positions with the second best load time of 4.65 seconds. Toolfetch.com is No. 215 in the Internet Retailer Mobile Commerce Top 300. The Home Depot Inc., No. 54 in the Internet Retailer Mobile Commerce Top 300, moved up 10 positions to fifth.
The average load time for all 30 retailers on the index was 10.05 seconds. The average success rate was 96%, and the average score was 775.
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, Toolfetch.com LLC and Your Electronic Warehouse. 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.