Any online retailer who's had a website crash or slow to a crawl during a peak sales period will attest that time truly is money when it comes to e-commerce. Downtime leads to lost site visitors, clicks and ultimately conversions.
"What robs a website of performance, steals from the bottom line," said Joe Loveless, Director of Product Marketing for Security Solutions at Neustar. "We see a direct correlation between a customer's website performance and revenue."
Especially as the back-to-school season comes into full swing and the holidays approach, traffic-proofing an e-commerce site is a top priority if e-retailers are going to avoid losing sales. Doing that well requires a dual approach. Retailers should combine information from synthetic monitoring of site traffic with data about real customer site visits from various locations.
Synthetic monitoring provides a baseline measure of a website's performance regarding page loads and functions. Retailers should be monitoring this regularly. In those tests, an automated cloud-based program sends out server requests to check how the website loads from all over the world and reports whether all the page elements are operating as designed.
That's an essential first step and it provides a necessary health baseline. However, it does not show a retailer how actual consumers are experiencing site loads. For a consumer from Northern Virginia using a fast fiber-optic connection versus a consumer connecting in the Philippines through a slower mobile connection, retailers need to understand the entire user experience. A synthetic-only approach also fails to account for other variations based on individual behavior.
For example, the site may load more slowly for a shopper whose past web activity or browser type prompts a lot of third-party content to load on the site. "The needs of monitoring show us that an effective testing perspective requires more than just pounding away on a website with X number of virtual users," Loveless said. "Real browser loads are needed as well."
Going Beyond Virtual
Those real browser loads require virtual user tests launched from a real browser, not just virtual machine simulations. Testing that way allows a retailer to pinpoint and fix irregular problems in advance of a busy traffic period.
When pre-production testing is completed, retailers need to keep a tight eye on how those operations are functioning. In one example, Loveless cited a Neustar customer who manages web services for large retail providers. A Pacific Rim-based e-commerce server could not be seen from the U.S., but testing and monitoring were inconclusive. Real user measurements were used to interrogate between the synthetic gaps. That testing revealed that a third-party marketing source, not included in the testing, was loading large video caches on the website, bringing about intermittent performance drags.
Performance Is a Joint Effort
As retailers prepare their sites for holiday traffic, they should keep in mind that the job of ensuring good performance is not just an IT department responsibility. It must be a joint effort between the technology, marketing and business teams, which have to keep each other informed of their plans. Otherwise, the marketing team may create a promotion designed to drive 10% more traffic to the site on Black Friday, for example. But if the IT team doesn't know about it, they won't be able to allot the resources to handle the extra bump of visitors.
"To remain solely in IT runs the risk of missing some key objectives," Loveless said. "The tighter retailers can tie the load test into marketing and business objectives, the better the website is going to be able to perform to meet that."
More than anything, getting all internal teams to participate in planning for website performance requirements is key for avoiding problems.
Then, after retailers have made sure they are testing their sites from all angles and have accounted for all their business needs, they should always monitor how their sites perform during the peak period. Debriefing what worked and what didn't during one busy traffic period will help online retailers prioritize what they should do to ensure optimal performance during the next peak traffic period.