The search giant today rolled out new ways for marketers to understand the in-store impact of their ads.
Toolfetch.com’s tweaks improved the success rate on its m-commerce site.
Toolfetch.com’s efforts to improve the performance of its mobile commerce site are paying off. The e-retailer moved from No. 24 last week to No. 12 in this week’s Keynote Mobile Commerce Performance Index.
Other retailers making big moves in the index include The Home Depot Inc., No. 39 in the Internet Retailer Top 500 Guide, going from the eighth spot in the index to No. 1. CVS/Pharmacy went from No. 14 last week to No. 9 this week.
Toolftech.com’s improved its success rate by 4.9 points to 97.84%, says Keynote Systems Inc., a mobile and web performance management firm. Success rate is the percentage of the time that a mobile web page downloads successfully.
“We examined the data closer and noticed that Toolfetch.com’s mobile site had a brief service interruption two weeks ago; however the site has been much more stable since then," said Herman Ng, mobile performance evangelist at Keynote Systems.
The mobile site’s stability is exactly what Andrew Brown, Toolfetch.com’s CEO and co-founder, has been working on.
“Most of the improvement comes down to the redirect itself,” Brown says. “We’ve been working with Keynote with their analytics tool and monitoring how much time the site takes to redirect.”
Some of the challenge has been configuring the mobile site redirect to work properly on some BlackBerry smartphone models, Brown says. “We have been working on it.”
Brown also says the company’s data center had some issues a few weeks ago, but improvements have been made.
Regardless of the big jump in this week’s index, Brown is not satisfied. “We won’t stop until we’re back at No. 1,” he says.
Meanwhile, The Home Depot marks its first time at No. 1 in the index, Keynote says. Rounding out the top five spots are Dell Inc. at No. 2, down from No. 1 last week; Your Electronic Warehouse at No. 3, up four positions; Sears Holdings Corp. at No. 4, up six positions; and Walgreen Co. at No. 5, down three spots.
Keynote measures m-commerce site performance on all four major carriers: AT&T, Sprint, T-Mobile and Verizon.
The average load time for all 30 retailers on the index this week is 9.57 seconds, the average success rate is 97.26% and the average score is 739.
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.