Dynatrace looked at a major e-retailer that optimized its site and minimized processes to download content; their performance was more than 50% better than competitors who packed in lots of fancy features. Keep things simple: Focus on delivering core functionality with a delightful user experience under all conditions, rather than including too many bells and whistles and risking user frustration with a sluggish digital experience.
4) Don’t miss the boat on mobility. Mobile shopping is on the rise and will continue to grow in 2015. Projections from Forrester Research reveal that by 2017, holiday mobile spending will reach US$370 billion. Each year, mobile shoppers become more demanding and more reliant on their mobile devices, even while in stores. In the Harris survey, 37% of smartphone and tablet users said they would shop elsewhere if a company’s mobile site fails to load within three seconds. This means that companies that want to capitalize on rush periods need to be sure the end-user experience they deliver on tablets and smartphones meets or exceeds the excellence users have come to expect from traditional PC browsers.
Consumers will shop with their devices wherever they find the best experience (and deals). Last year, most companies weren’t able to deliver the mobile experience consumers wanted. Response times averaged more than 18 seconds to complete a multi-step transaction, which led to increased abandonment, bounce rates and revenue loss. Your mobile app strategy must match your shopper’s level of urgency and expectations for performance. If it doesn’t, it’s akin to handing over your revenue to competitors.
5) Open your eyes to performance blind spots. A full performance life-cycle approach is key to eliminating blind spots that wreak havoc on performance. You need synthetic load testing and availability monitoring, with real-time, 24×7 tracing of real-user activity and delivered customer experience to understand how changing activity and unanticipated conditions impact every end user.
Now that you’ve got your apps in top shape, don’t let a third party cause your customer frustration. Be attuned to a growing reliance on external services in e-commerce website environments. Don’t forget: Advertising and social networks, for example, can take their toll on delivered performance too.
The bottom line: Think carefully about what’s essential to profitability. You might have great deals on your sites and apps, but if users aren’t satisfied with the digital experience they have, you will lose revenue. Seconds matter, and performance is absolutely necessary to win and keep customers while growing brand loyalty and revenue.
If you don’t have one, put an APM solution in place now to be sure you’ve got all the bases covered for peak digital performance to drive a successful 2015.