The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Keynote Systems shows romantic online destinations do well in mobile site performance.
Most of the mobile web sites dealing in gifts, greeting cards, chocolates, flowers, wine, online dating and restaurant reservations on the Keynote Romance Mobile Performance Index performed well, considering the onslaught of site traffic typically experienced in the lead-up to Valentine’s Day, mobile and web performance management firm Keynote Systems Inc. says.
On the mobile web, during the two weeks before Valentine’s Day, restaurant reservation destination OpenTable was the fastest site, with an average mobile home page download time of 2.62 seconds. Dating service Match.com came in second with a speed of 2.64 seconds, followed by Amazon.com Inc. at 6.98 seconds, FTD Group Inc. at 7.85 seconds and Victoria’s Secret at 8.14 seconds.
Chocolate-maker Ghirardelli was the most reliable mobile site with an availability of 98.64%. Match.com came in second at 98.57%, followed by FTD at 98.44%, OpenTable at 98.38% and K&L Wine Merchants at 98.35%.
The average mobile home page download time of all 11 sites on the index was 7.94 seconds with 97.68% site availability.
“Overall, almost all the mobile sites performed quite well,” says Herman Ng, mobile performance evangelist at Keynote Systems. “The mobile sites of OpenTable and Match.com have a very lightweight design, making them the fastest sites to load on mobile devices. Both were ranked as top five performers. While it’s true that keeping a mobile site’s design simple will generally improve speed, sites such as Ghirardelli and FTD that had more content still performed relatively well in terms of both load time and reliability. They both have page sizes over 100 kilobytes but their load time was faster than the median and their reliability ranked first and third, respectively.”
The sites included on the Keynote Romance Mobile Performance Index were: Amazon.com, 1-800-Flowers.com Inc., FTD, Ghirardelli, Gifts.com, Godiva, K&L Wine Merchants, Match.com, OpenTable, ProFlowers and Victoria’s Secret. The mobile data was gathered on an hourly basis beginning on Feb. 1 until midnight Feb. 15 from San Francisco, New York, Chicago and Dallas, and was downloaded to the iPhone 4 on AT&T, the EVO on Sprint, the Droid X on Verizon and the myTouch on T-Mobile.