The search giant today rolled out new ways for marketers to understand the in-store impact of their ads.
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Lovett recommends e-retailers think about these performance issues as they design their sites, and make sure all the content will work with all the common browsers and computer systems before going live. He also recommends having back-up content available in case one of the content sources fails. That way the visitor won’t see an error page or a blank box with a red “x” indicating that content is missing.
And online retailers should take advantage of the performance-monitoring services, like Gomez, and content delivery networks available that speed up site performance, Lovett says.
He notes 58% of the executives surveyed by Jupiter use performance-monitoring technologies and 51% use content delivery networks. What’s more, Jupiter’s research shows, spending on performance management will increase by 17% in the next year.