Retailers shift their ad spending from TV, radio and print ads to digital ads.
Four of the top five performers held on to their leadership positions.
Toolfetch.com LLC, StrandBooks.com, Walgreen Co. and Barnes & Noble Inc. held on to their top five status on this week’s Keynote Mobile Commerce Performance Index, all turning in solid download times and success rates. Dell Inc. moved up three positions to enter the top five at No. 3.
“StrandBooks.com, which in the past occupied the top two positions on the index 13 weeks in a row, regained its second place position last week,” says Herman Ng, mobile performance evangelist at web and mobile web performance management firm Keynote Systems Inc. “Dell moved up from sixth to third by improving its success rate to 98.92%. Walmart.com had the largest improvement last week, moving up seven positions; it was ranked seventh in speed by loading 0.31 seconds faster and bumping its success rate up 3.37 percentage points. Walmart.com had regularly occupied one of the top five positions in the past and now appears to be steadily passing competitors.”
Toolfetch.com came in first with an index score of 989 out of 1,000. It took on average 3.56 seconds to download the merchant’s m-commerce site home page, and downloaded successfully 99.00% of the time. StrandBooks.com came in second with a score of 961. Its average load time was 3.91 seconds and its success rate was 99.08%. And Dell came in third with a score of 934. Its load time was 3.84 seconds and its success rate was 98.82%.
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.