The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
But addressing a few site issues could boost speed more, Keynote Systems says.
PetSmart is keeping things light and reaping rewards. By maintaining a mobile commerce web site home page with a minimum number of kilobytes, it was the retailer that realized the greatest decrease in page load time on this week’s Keynote Mobile Commerce Performance Index. It shaved 1.56 seconds off its time of 9.54 seconds for the week ending August 12, dropping to a swifter 7.98 seconds for the week ending August 19.
Its m-commerce site home page loaded completely and successfully 98.87% of the time. The weighted and combined page load time and success rate earned PetSmart an index score of 558 out of 1,000.
“PetSmart keeps most of the objects on the page light—14 out of 18 page objects are less than 10 kilobytes,” says Herman Ng, mobile performance evangelist at Keynote Systems Inc. “However, PetSmart has four image objects hosted by an external content delivery network ranging in size from 58 to 110 kilobytes. These larger objects caused PetSmart’s total page load time to be longer. In addition, the transfer rate of the objects hosted by the content delivery network was slower compared to that for objects hosted by PetSmart. Intermittently, the image objects were not downloadable and caused further delays and content errors, which means the page was delivered but one or more page objects were not.”
If PetSmart could reduce the size of the large objects hosted by the content delivery network and/or have the content delivery network improve the content acceleration speed, then the retailer would have a faster overall page load time, Ng says.
PetSmart declined to comment.
Office Depot Inc. topped the index with a load time of 2.91 seconds and a success rate of 99.68% for a score of 944. Buy.com came in second with a load time of 3.66 seconds and a success rate of 99.79% for a score of 936. And HSN Inc. came in third with a load time of 4.03 seconds and a success rate of 99.78% for a score of 920.
The average page load time for all 30 retailers on the index was 7.16 seconds, the average success rate was 99.24% and the average score was 672.
Office Depot is No. 53 in the Internet Retailer Mobile Commerce Top 300. Buy.com is No. 19 and HSN is No. 58.
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. to midsized retailers like 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.