Facebook ads’ return on ad spend rose 33% year over year, while purchase rates jumped 68%.
The merchant tops a weekly mobile commerce site performance index.
For a second straight week, Victoria’s Secret Direct topped the Keynote Mobile Commerce Performance Index. The merchant’s m-commerce site home page loaded on average in a quick 3.96 seconds and did so successfully 99.06% of the time, earning it an index score of 966 out of 1,000, according to mobile and web measurement firm Keynote Systems Inc. Victoria’s Secret is No. 23 in the Internet Retailer Mobile Commerce Top 300.
Toolfetch.com LLC came in second with a load time of 4.64 seconds and a success rate of 99.10% for a score of 955. Sears Holdings Corp. came in third with a load time of 3.41 seconds and a success rate of 98.88% for a score of 953. Staples Inc. came in fourth with a load time of 5.75 seconds and a success rate of 99.14% for a score of 934. And Best Buy Co. Inc. came in fifth with a load time of 5.53 seconds and a success rate of 98.99% for a score of 918. Toolfetch.com is No. 215 in the Internet Retailer Mobile Commerce Top 300, Sears is No. 21, Staples is No. 13 and Best Buy is No. 16.
The index average load time for the week ending Jan. 1 was 9.04 seconds, the average success rate was 98.42% and the average score was 756.
Notably, Amazon.com Inc., No. 1 in the Internet Retailer Mobile Commerce Top 300, jumped eight spots to No. 10. Keynote Systems says both the load time and the success rate of the e-retailer’s m-commerce site home page increased significantly. Amazon.com did not immediately respond to questions about possible site tweaks to boost performance.
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.