Retailers shift their ad spending from TV, radio and print ads to digital ads.
Usablenet uses its cloud platform to speed load times.
M-commerce technology provider Usablenet Inc. is the power behind the throne of the top performers on this week’s Keynote Mobile Commerce Performance Index. Four of the top five retailers on the index—Dell Inc., Walgreen Co., CVS Caremark Corp. and Victoria’s Secret Direct—are Usablenet clients.
Mobile and web performance management firm Keynote Systems Inc. measures the load time—the amount of time it takes for a page to travel from a server to a smartphone and load completely—and success rate—the percentage of the time a page loads successfully—of the m-commerce site home pages of 30 representative retailers. This week, however, two retailers—Dell and Walgreens—presented splash pages first instead of the home page. A splash page promotes a special deal or a new feature; in both cases this week, the splash pages promoted the retailers’ mobile apps. Splash pages typically are lighter in the total number of kilobytes and thus may load faster than some home pages, depending on design.
Dell Inc. came in first on the index for the week ending Nov. 27 with a load time of 3.82 seconds and a success rate of 99.35% for a score of 993 out of 1,000. Sears Holdings Corp., which builds its m-commerce offerings in-house, came in second with a load time of 3.49 seconds and a success rate of 98.90% for a score of 968. Walgreens came in third with a load time of 5.65 seconds and a success rate of 99.33% for a score of 953. CVS came in fourth with a load time of 5.19 seconds and a success rate of 98.99% for a score of 938. And Victoria’s Secret came in fifth with a load time of 6.67 seconds and a success rate of 99.23% for a score of 925.
The index average load time was 9.39 seconds, the average success rate was 97.61% and the average score was 750.
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. Keynote 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.