An Early Holiday Present

Creating a uniformly delightful, consistently successful experience across myriad devices is no easy task

. It takes an understanding of user goals for each class of device, resources to build the experiences, and a commitment to making sure site performance is exceptional across the board. Retailers that vet the performance of their desktop sites and make the investment in creating high-performance mobile experiences can anticipate better results throughout the holiday season and beyond.

Monitor performance always, load test as needed

High-performance websites have performance engrained into their culture; its a nonstop focus, 365 days a year. eBags.com walks the walk, practicing ongoing performance management for both desktop and mobile. They also have a scalability and performance task force that continuously digs into the data to find ways to squeeze more performance out of their properties.

Fortunately, Keynote Systems CEO and CTO and senior leadership highly value performance, Frazzini says. They understand that its not just a hygiene factor for e-commerce, its a motivator. It can improve conversion rates and it certainly improves the experience.

In addition to ongoing performance management, its vital for retailers to stress-test desktop and mobile sites in anticipation of the holiday rush. A crush of visitors on Black Friday or Cyber Monday can bring even a normally well-performing site to its knees and take a significant chunk of revenue down with it.

Dont be complacent about latency

Mobile, or more specifically over-the-air wireless, presents formidable performance challenges, many of which are inherent in the network itself. The main culprit is latency, that dreaded pause as the signal is relayed back and forth between the mobile device and the cellular network. Every round trip request carries a latency penalty of from 100 to 1000 milliseconds,17 and as the saying goes, 100 milliseconds here, 100 milliseconds there and pretty soon youre talking real time.

Every misstep in mobile is magnified because its inherently slower, says Ben Rushlo, Keynotes director of performance consulting. Instead of a 100 or 500 millisecond penalty, its five seconds on mobile, and thats the difference between a good and a bad experience.

Best practices for mobile site optimization are mostly intended to address the latency issue, and include these basics:

Reduce HTTP requests to 10 or less per page

Combine and compress objects including JavaScript, CSS, and images

Use fewer domains and redirects

Avoid unnecessary third-party objects and content

Keynote - Web Load Testing and Web Performance

by: Keynote

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