T-Mobile is one of first advertisers to run a 1-minute video ad.
But it could have done better if it weren’t for BlackBerry.
Foot Locker Inc. succeeded in jogging up the Keynote Mobile Commerce Performance Index this week, moving up nine spots from No. 27 out of 30 to No. 18. The success was based on improved load time and success rate. Load time is the amount of time it takes for a mobile web page to render completely on a mobile device. Success rate is the percentage of the time that mobile web page downloads successfully.
Foot Locker’s m-commerce site home page loaded on average last week in 9.96 seconds; this week it loaded in 9.71 seconds. It got its big boost from its success rate improvement. Its success rate last week was 96.58%; this week it was 99.03%.
It could have done better in load time, however, were it not for an unusual occurrence on one of the four types of mobile phones on which Keynote measures performance measurements.
“Foot Locker took a significant page load time performance hit on the Blackberry Curve 8900 device used on our T-Mobile measurement, with greater than 250 kilobytes downloaded for the page to this device versus less than 120 kilobytes downloaded to the other devices used on the index,” says Joe Flake, mobile performance expert at mobile and web performance management firm Keynote Systems Inc. “Clearly in this case, page size matters.”
Foot Locker, No. 53 in the Internet Retailer Top 500 Guide, did not respond to a request asking about the difference in m-commerce home page sizes between devices.
Dell Inc. topped the index this week, its mobile home page loading on average in 4.49 seconds and doing so successfully 99.08% of the time for a score of 961 out of 1,000. Walgreen Co. came in second with a load time of 5.73 seconds and a success rate of 99.22% for a score of 941. And Your Electronic Warehouse came in third with a load time of 6.74 seconds and a success rate of 99.42% for a score of 931.
The index average load time was 8.97 seconds, the success rate was 98.56% and the score was 790.
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 Sunday 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. It runs the tests in Chicago, Dallas, New York and San Francisco.
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.