Making Sure Your Site Is Performing At Its Best

A positive online brand experience correlates closely to high conversion impact the likelihood to make a purchase from the site or to recommend it

. In fact, the top five sites for positive brand index were also the top five for conversion impact, and in the same order. And the number one success driver for both brand impact and conversion impact is plan shopping. Phone shopping was virtually tied with plan shopping for conversion, and was a close second for brand impact.

Drilling down to the specifics for plan shopping, while the same five sites stayed in the top spots, their order was shuffled. Amazon dropped to the number five spot, with Let's Talk moving to the top. Interestingly, T-Mobile and Cingular moved up to number two and number three, respectively, even though consumers can shop these sites only for plans from each respective carrier.

Whether comparing various carriers' plans or a single carrier's different plans, the key best practice appears to be the side-by-side comparison. Users gave the thumbs-up to a grid format that lines up the various aspects of the plan, such as prime time and night/weekend minutes, along with the prices, for quick and easy scanning and comparison.

The same five sites finished at the top in the phone shopping process, although in slightly different order. Surveyed consumers pointed to a wide selection of phones, multiple photos, detailed descriptions, and the ability to make side-by-side comparisons as the most important features for the phone shopping process.

It doesnt have to be such an unsatisfying experience for users. Its not rocket science to create a mobile site that loads with acceptable speed and delivers the features consumers want. What it requires is a change in mindset from desktop Web thinking to mobile Web thinking. Techniques that make for a rich, and yet still high-performing, experience on the desktop can render the mobile experience painfully slow or even unusable. Think of it this way: you can fit lots of cars and trucks and even the occasional oversize load on a six-lane interstate. But route those same vehicles onto a two-lane blacktop, and suddenly traffic slows to a crawl. This is the difference between desktop and mobile.

And, unnervingly, wireless network performance is anything but consistent. The flood of new smartphone users and exploding demand for data services strains the wireless networks, even as carriers race to add capacity. Network speeds can vary dramatically depending on location, time of day, and even current events. A user in San Francisco late on a weekday afternoon may find Web browsing unbearably slow, whereas a user in Baltimore at the same time may be impressed with how fast sites load.

Add it all up cumulative latency and inconsistent network performance and that is what the end user experience is. This is why it is so critical to have a mobile approach that acknowledges the inherent challenges of cellular transmission, and makes every effort to minimize them. Here are three areas where you can make sure your site is performing at its best, even if the mobile network isn't.

by: Chris samuels

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