Retailers shift their ad spending from TV, radio and print ads to digital ads.
Amazon and Your Electronic Warehouse gain in the Keynote Mobile Commerce Performance Index.
This week on the Keynote Mobile Commerce Performance Index, the m-commerce sites of Amazon.com Inc., Target Corp., Toolfetch.com LLC and Your Electronic Warehouse achieved marked improvements in the time it took to download the site home page or the success rate in doing so. Achieving success in m-commerce site performance is important, experts say, because mobile phone users do not have the patience for slow or inconsistent sites.
“The mobile site of Your Electronic Warehouse’s success rate went up 1.7 percentage points and had the same load time as on the previous week’s index. They moved up by seven positions and were ranked fourth,” says Herman Ng, mobile performance evangelist at mobile and web performance management firm Keynote Systems Inc. “Target’s mobile site success rate also showed positive improvement, increasing by 1.23 percentage points, and had a small improvement in load time to 6.66 seconds. Amazon ranked third; they last appeared as a top three performer back in early December 2010. And Toolfetch.com continued to show major improvement in load time, increasing speed this week by 1.02 seconds to 3.03 seconds. They now have the fastest site on the index.”
Dell achieved a score of 813 out of 1,000, putting it in first. Its m-commerce site home page download time for the week ending Feb. 25 was 4.32 seconds, downloading successfully 98.82% of the time. StrandBooks.com earned a score of 725 for second, with a download time of 4.11 seconds and a success rate of 98.33%. Amazon.com came in third with a score of 710; its mobile home page downloaded in 5.51 seconds and did so successfully 98.90% of the time.
Your Electronic Warehouse achieved a score of 701 putting it in fourth, with a download time of 4.43 seconds and a success rate of 98.37%. And Victoria’s Secret earned a score of 699 putting it in fifth, with a download time of 5.60 seconds and a success rate of 98.89%.
Click here then click on Keynote Mobile Commerce Performance Index to see the complete results of all 15 retailers on the index.
Keynote Systems measures 15 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 Sears Holdings Corp. and Foot Locker Inc. to midsized retailers like Sunglass Hut and K&L Wine Merchants. Keynote repeatedly tests the sites in the index Monday through Friday from 8 a.m. through midnight Eastern time, emulating three different smartphones on three different wireless networks: Apple Inc.’s iPhone on AT&T, the BlackBerry Curve on Sprint and the Droid (which uses Google Inc.’s Android operating system) on Verizon.
Keynote combines a site’s load time and success rate, equally weighted, into a single score. Given 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.