Retailers shift their ad spending from TV, radio and print ads to digital ads.
The merchant improves its page load success rate, hitting 99.23%.
It is of course critical that a mobile commerce site’s pages download completely and successfully. But no one’s perfect. In fact, the average success rate for the 30 m-commerce sites on the Keynote Mobile Commerce Performance Index this week is 98.10%. However, pharmacy giant CVS Caremark Corp. has been getting closer and closer to perfection over the course of the last four weeks. This improvement is the reason CVS jumped from No. 10 last week to No. 2 this week on the index.
CVS successfully loaded its m-commerce site home page 99.23% of the time for the week ending August 21. This is up 2.92 percentage points from four weeks ago. It leapt 1.4 percentage points this week alone.
“Keynote’s measurement data shows CVS’s mobile site had better stability last week than in previous weeks,” says Herman Ng, mobile performance evangelist at mobile and web performance management firm Keynote Systems Inc.
In the index’s other measure, load time, the CVS mobile home page loaded on average in 6.18 seconds. The weighted combination of load time and success rate earned CVS a score of 952 out of 1,000. CVS, No. 83 in the Internet Retailer Top 500 Guide, says it has been investing in m-commerce to achieve these kinds of results.
“CVS/pharmacy is committed to making the mobile experience for its customers second to none, and we have put resources behind it to amplify the functionality of the mobile site,” CVS says. “We recognize the importance of providing fast and responsive solutions to our customers on the go, and have worked very hard to optimize the mobile experience for speed and efficiency. The results of the latest Keynote performance test reveal that our efforts are paying off.”
Rival Walgreen Co. barely bested CVS to finish in the top spot. Its average load time was 5.86 seconds and its average success rate was 99.17% for a score of 957. Walgreens is No. 73 in the Top 500. And computer maker Dell Inc. came in third with a score of 951. Its average load time was 4.80 seconds and average success rate was 98.60%. Dell is No. 4 in the Top 500.
Click here and then click on Keynote Mobile Commerce Performance Index Part 1 and Part 2 to see this week’s complete results for all 30 retailers on the index.
Keynote Systems measures 30 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 Amazon.com Inc., Sears Holdings Corp. and 1-800-Flowers.com Inc., to midsized retailers like Sunglass Hut, Toolfetch.com LLC and Your Electronic Warehouse. Keynote tests the sites in the index every hour Monday through Friday from 8 a.m. through midnight Eastern time, emulating four different smartphones on four different wireless networks: Apple Inc.’s iPhone 4 on AT&T, the HTC Evo on Sprint, the BlackBerry Curve on T-Mobile and the Droid X on Verizon. The HTC Evo and the Droid X run Google Inc.’s Android operating system.
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.