Retailers shift their ad spending from TV, radio and print ads to digital ads.
An improvement in its m-commerce site success rate boosted performance.
Dell Inc. cracked the top 10 in the Keynote Mobile Commerce Performance Index for the week ending Oct. 23, leaping 10 spots to No. 10.
“Dell significantly improved in the mobile rankings this week,” says Abelardo Gonzalez, a mobile technology expert at mobile and web performance management firm Keynote Systems Inc. “The sudden rise in the rankings from last week was due to a significant improvement in the mobile site’s success rate over the past week.”
Success rate is the percentage of the time a page loads on a smartphone completely and successfully. For the week ending Oct. 16, Dell’s success rate was 94.95%; it increased to 96.66% last week. That’s just a hair above the average success rate of 96.11% for all 30 retailers on the index.
Dell had a relatively quick load time, the amount of time it takes for a page to load on a smartphone successfully. It was 5.47 seconds. The index average was 10.53 seconds. Dell’s success rate and load time earned the retailer a score of 918 out of 1,000. The average score was 848.
Sears Holdings Corp. topped the index with a load time of 3.42 seconds, a success rate of 99.22% and a perfect score of 1,000. Walgreen Co. came in second with a load time of 6.39 seconds, a success rate of 99.10% and a score of 963. And Amazon.com Inc. came in third with a load time of 7.39 seconds, a success rate of 98.73% and a score of 943.
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 and Toolfetch.com LLC. 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 that 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.