The search giant today rolled out new ways for marketers to understand the in-store impact of their ads.
It drops mobile home page elements and boosts site performance, Keynote says.
Staples Inc. shot up 14 positions on the Keynote Mobile Commerce Performance Index for the week ending June 24, winding up at No. 16 of 30. It did so by losing weight—kilobyte weight.
Staples’ m-commerce site home page loaded on average in 8.49 seconds and it did so completely and successfully 99.42% of the time. The weighted and combined load time and success rate figures earned Staples an index score of 700 out of 1,000.
“Staples climbed 14 spots with the help of a more streamlined mobile home page,” says Abelardo Gonzalez, mobile performance expert at Keynote Systems Inc. “On June 17th performance and availability for the Staples home page improved due to a reduction in both the size and number of elements present on the page. A reduction in both the size and number of elements allows users to download the page quickly and more efficiently by reducing the amount of round-trip requests that have to be made between a server and a smartphone over a cellular network.”
Page elements are objects on a page, such as a text box or image, and items that create a page, such as a Cascading Style Sheet.
Staples, No. 13 in the Internet Retailer Mobile Commerce Top 300, declined to comment, saying it does not discuss technical issues.
Sears Holdings Corp. topped the Keynote index with a load time of 2.95 seconds and a success rate of 99.64% for a score of 954. HSN Inc. came in second with a load time of 4.15 seconds and a success rate of 99.81% for a score of 927. And Buy.com came in third with a load time of 3.98 seconds and a success rate of 99.64% for a score of 912.
The average load time for all 30 retailers on the index was 6.88 seconds, the average success rate was 99.03% and the average score was 716.
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 multiple categories and channels, and of multiple sizes, ranging from such giants as Amazon.com Inc., Sears Holdings Corp. and Walmart.com, 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 three different smartphones on three different wireless networks: Apple Inc.’s iPhone 4 on AT&T, the HTC Evo on Sprint 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 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.