Alibaba received a $192,000 penalty for pricing during the past two Singles’ Day sales.
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Instead, Best Kiteboarding has traded a slightly faster loading speed for the ability to pepper its home page with frequently changing dynamic content such as its forums, latest news and blog features. It`s a deliberate choice to support marketing goals. "This new content is what keeps people coming back to the site," Lawson says.
Performance isn`t always the decisive factor. But online retailers must be aware of the impact of new features on response time and have a process in place to evaluate every new, whiz-bang technology gadget that comes along.