When More Website Visitors Hurt Your Business - Are You Ready For Peak Traffic
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Transcript of When More Website Visitors Hurt Your Business - Are You Ready For Peak Traffic
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Contents
ExecutiveSummary Pg4‐5
CustomersSpendBigDuringPeakTrafficTimes,andWon’tToleratePoorWebPerformance Pg7‐11
UserExpectationsWereNotMetin2009DuringPeakTrafficPeriods Pg13‐16
PoorExperiencesDuringPeakTrafficTimesDirectlyImpactBusinessResults Pg18‐23
BestPracticesforManagingPeakTrafficTimes Pg25‐26
AppendixI–Methodology Pg28
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PeakOnlineTrafficPeriodsarecriticalsincemoreWebvisitorsmeanmorerevenueopportunities.Yetwhatareconsumers'expectationsduringpeaktraffictimes,andhowdotheybehavewhentheyexperiencepoorwebperformance?
Tofindout,GomezcommissionedEquationResearchtoconductastudyofconsumerInternetusageexperiencesduringpeaktraffictimes 1,538respondentinterviewswerecarriedoutbetweenDec16–22,2009 Studywasconductedacross3verticals:Retail,TravelandFinancial
ExamplesofPeakTrafficPeriods: HolidayShoppingSeason,Valentine’sDay,Mother’sday,4thofJuly,Summer,TaxSeason,FinancialMarketMeltdowns,BacktoSchoolShopping.Thanksgiving,Xmastoendoftheyear...
Introduction
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KeyFinding1 Customersspendbigduringpeaktraffictimes,andwon’ttoleratepoorwebperformance 51%spendasignificantpercentageoftheirretailbudgetduringpeaktimes 67%expectwebsitestoworkwellregardlessofhowmanyvisitorsthesitegetsduringpeaktraffictimes
KeyFinding2 Userexpectationswerenotmetduring2009peaktrafficperiods
72%experiencedslowerwebsitesmorefrequentlyduringpeaktraffictimesthanatothertimes
KeyFinding3 Poorexperiencesduringpeaktraffictimesdirectlyimpactbusinessresults
78%wenttoacompetitor’ssiteduetopoorperformanceatpeaktimes Afterapoorexperience…
88%arelesslikelytoreturntoawebsite 47%leftwithanegativeperceptionofthecompany 42%discussediteitherwithfriendsoronline
ExecutiveSummary
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ExecutiveSummaryAcrossIndustryVerticals
Vertical KeyFindings
Retail
• 51%spendasignificantpercentageoftheirbudgetduringpeaktimes
• 41%wouldabandonaretailer’sWebsiteatpeaktimesandshopsomewhereelseafteronlyoneortwobadexperiences
• 33%hadabadexperienceonaretailWebsitethis2009HolidayShoppingSeason
Travel
• 35%makeasignificantpercentageoftheirtravelbookingsduringpeaktimes
• 53%wouldabandonatravelWebsiteatpeaktraffictimesandbooksomewhereelseafteronlyoneortwobadexperiences
• 24%hadanegativeexperienceonatravelWebsiteduring2009peaktravelseason
FinancialServices
• 51%offinancialserviceusers&65%ofonlinestocktradershadpoorWebexperiencesduringpeakusagetimesin2009
• 42%offinancialserviceusers&57%ofonlinestocktraderswouldswitchtoacompetitorifdissatisfiedwiththeirfinancialprovider’sWebsite
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Key Finding 1 Customers Spend Big During Peak Traffic
Times and Won’t Tolerate Poor Web Performance
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51%SpendaSignificantPercentageofTheirRetailBudgetDuringPeakTrafficTimes
9%
40%
37%
14%Most
Asignificantpercentage
Alittle
None
51%
RetailFindings
Figure2:Percentageofretailonlinespendingthatoccursduringpeaktraffictimes
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35%MakeaSignificantPercentageofTheirTravelBookingsDuringPeakTrafficTimes
TravelFindings
17%
48%
28%
7%Most
Asignificantpercentage
Alittle
None
35%
Figure3:Percentageofonlinetravelbookingsdoneduringpeaktraffictimes
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67%ofOnlineConsumersExpectWebsitestoWorkWellRegardlessofHowManyVisitorstheSiteGetsDuringPeakTrafficTimes
67%
26%
4%
Iexpectwebsitestoworknomatterhowmanyvisitorstheyhave
Iunderstandthatmorevisitorswillslowwebsitesdown
Nospecificexpectations
Figure4:Onlineconsumers'expectationsduringpeaktraffictimes
Customers are just as demanding during peak traffic times
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Cross‐VerticalFindings
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41%WouldAbandonaRetailer’sWebsiteatPeakTrafficTimes&ShopSomewhereElseAfterOnlyOneorTwoBadExperiences
10%wouldgotoacompetitivesiteafteronlyonebadexperience
10%
31%
33%
11%
6%
10%
None,I'dleaveafterthefirstbadexperience
2
3
4
5ormore
PoorexperienceswillnotimpactthewebsitesIusetoshop
41%
Figure5:Numberofpoorwebexperiencestoleratedduringpeaktraffictimesbeforeshoppingsomewhereelse
RetailFindings
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• Onlineconsumersarelesstolerantwithtravelsitesthanretailsites• 17%wouldgotoacompetitivesiterightaway
TravelFindings
53%WouldAbandonaTravelWebsiteatPeakTrafficTimes&BookSomewhereElseAfterOnlyOneorTwoBadExperiences
17%
36%
26%
7%
4%
10%
None,I'dleaveafterthefirstbadexperience
2
3
4
5ormore
PoorexperienceswillnotimpactthewebsitesIusefortravel
Figure6:Numberofpoorwebexperiencestoleratedatpeaktraffictimesbeforebookingtravelsomewhereelse
53%
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Key Finding 2 User Expectations Were Not Met in 2009
During Peak Traffic Periods
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72%ofOnlineConsumersExperiencedPoorPerformanceMoreFrequentlyDuringPeakTrafficPeriodsthanatOtherTimes
51%
58%
72%
ProblemsCompletingTransactions
ErrorsonWebPages
SlowerWebSites
Figure1:Typeofissuesencounteredmorefrequentlyduring2009peaktrafficperiods
SlowerWebSiteswastheproblemmostcommonlyencountered
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Cross‐VerticalFindings
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33%HadaBadExperienceonaRetailWebsitethis2009HolidayShoppingSeason
15%foundproblemsencounteredduringthe2009HolidayShoppingSeasontobe‘unacceptable’
15%
18%
67%
Yes‐anditisunacceptable
Yes‐butitdoesn'tbotherme
No‐Ihaven'thadabadexperience
33% Had a bad experience?
Figure8:PoorwebexperiencesencounteredonaretailWebsitethis2009HolidayShoppingSeason
RetailFindings
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24%HadaNegativeExperienceonaTravelWebsiteDuring2009PeakTravelSeason
Slowloadtimewasthemostfrequentlycitedissueat18%
18%
11%
10%
1%
Slowloadtime
Problemscompletingtransactions
Errorsonwebpages
Other(specify)
Figure9:PoorExperiencesEncounteredonTravelWebsitesDuring2009PeakTrafficTimes(SummerandThanksgiving/Decemberseasons)
TravelFindings
24%
76%
Yes
No
Had a bad experience?
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51%ofFinancialServiceUsers&65%ofOnlineStockTradersHadPoorWebExperiencesDuringPeakUsageTimesin2009
43%
23%
20%
2%
Slowloadtime
Problemscompletingtransactions
Errorsonwebpages
Other(specify)
58%
28%
31%
1%
Slowloadtime
Problemscompletingtransactions
Errorsonwebpages
Other(specify)
Figure10:PoorExperiencesEncounteredonaFinancialWebsiteDuring2009PeakUsageTimes
FinancialFindings
51% financial service users reported these problems
65% online traders reported these problems
Slowloadtimewastheproblemmostcommonlyencountered
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Key Finding 3 Poor Experiences During Peak Traffic
Times Directly Impact Business Results
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• 78%havegonetoacompetitor’ssiteduetopoorperformanceatpeaktimes
Afterapoorexperience..
• 88%arelesslikelytoreturntoasite• 47%leftwithalesspositiveperceptionofthecompany
• 42%havediscusseditwithfamily,friends,peersoronline
PoorWebExperiencesDuringPeakTrafficTimesDirectlyImpactBusinessResults
Brand
CustomerLoyalty
Poorwebexperiencesimpactsrevenue,brand&loyalty
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Cross‐VerticalFindings
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78%HaveGonetoaCompetitiveSiteBecauseofPoorPerformanceDuringPeakTrafficTimes
30%havegonetoacompetitivesiterightawayduetopoorperformanceduringpeaktrafficperiods
22%
48%
30%Yes‐Ihavelittlepatienceforpoorwebsiteperformance
Yes‐butonlyafterseveralbadexperiences
Noimpact
78%
Figure11:PercentageofconsumersthatswitchedtoacompetitiveWebsiteafterapoorWebexperienceduringpeaktraffictimes
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Cross‐VerticalFindings
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88%AreLessLikelytoReturnAfteraPoorWebExperience
28%haveverylittletoleranceforpoorperformanceandarelesslikelytogivethewebsiteanotherchance
13%
60%
28%I'mlesslikelytoreturn‐Ihavelittlepatienceforpoorwebsiteperformance
I'mlesslikelytoreturn‐butonlyafterseveralbadexperiences
Noimpact
Figure12:PercentageofconsumerslesslikelytoreturnafterapoorWebexperience
88%
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Cross‐VerticalFindings
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AfteraPoorWebExperience,47%LeftwithaNegativePerception
47%
34%
8%
Leftwithalesspositiveperceptionofthecompany
Toldfriends,familyorcolleaguesabouttheexperience
WroteabouttheexperienceonFacebook,Twitter,ablogora
forum
Figure12:Impactonbrand&actionstakenafterapoorWebexperience
42%
42% Discussed poor experiences either with friends or online
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Cross‐VerticalFindings
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52%ofFinancialServiceUsersand68%ofOnlineStockTradersTookSomeNegativeActionasaResultofaBadWebExperience
29%
17%
13%
7%
Lesslikelytopurchaseadditionalservicesfromthem
Tellmyfriends/family/peersorwriteaboutitonthe
Internet
Useanotherfinancialprovider'ssite
Closemyaccount
40%
29%
27%
14%
Lesslikelytopurchaseadditionalservicesfrom
them
Tellmyfriends/family/peersorwriteaboutitonthe
Internet
Useanotherfinancialprovider'ssite
Closemyaccount
FinancialFindings
Figure13:Actionstakenasaresultofpoorfinancialwebsiteexperiences
52% financial service users took these actions after a poor Web experience
68% online stock traders took these actions after a poor Web experience
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42%ofFinancialServiceUsers&57%ofOnlineStockTradersWouldSwitchtoaCompetitorifDissatisfiedWithTheirFinancialProvider’sWebsite
42%
58%
Yes
No 57%
43%
Financial Service Users Online Stock Traders
Figure14:WouldSwitchtoacompetitorasaresultofabadexperienceonafinancialprovider’sWebsite
FinancialFindings
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Best Practices for Managing Peak Traffic Times
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BestPracticesforManagingPeakTrafficTimes
LoadTestingistheonlywaytoknowhowanapplicationwillperformunderpeaktrafficconditions:
• End‐UserExperience:WillweprovidequalityuserexperienceswhenwehavemoreWebsitevisitors,orwillcustomersencountermoreWeberrorsorproblemscompletingtransactions?
• WebPerformance:Willthewebsiterespondfastenough?
• Scalability:Willtheapplicationhandletheexpecteduserloadandbeyond? –beforeitgets“slow”? –beforeitstopsworking? –willitsustain?
• Stability:Istheapplicationstableunderexpectedandunexpecteduserloads?Whatif….
–therearemoreusersthanweexpect? –alltheusersdothesamething? –wegettoomanyorders?25
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Best Practices for Managing Peak Traffic Times (Cont’d)
1. Getready‐plantoloadtestwheneverthereisachange Launchingmarketingandsalescampaigns RollingoutnewWebsites,applicationsandfeatures
Planningforseasonalandholidayspikesinwebtraffic Upgradingorvirtualizinginfrastructures
2. Adoptan“outside‐in”customerpointofview
Test&monitoryourwebperformancefromtheInternet,whereyourcustomersare
Focusonkeygeographies(newmarkets,mostvisitors,toprevenue‐generatingregions,…)
3. EnsurethatyourbusinessgoalsaresupportedbyIT Discussupcomingplans&eventswithyourITcounterparts
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Appendix
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DesignandMethodology
Overview
• GomezInc.engagedEquationResearchtoconductanonlinestudytounderstandconsumerInternetusageexperienceduringpeaktraffictimes
• InterviewsconductedfromDecember16‐22,2009
Methodology
• RespondentsrecruitedfromEquation’snationallyrepresentativepanel
• Surveyresultsmayhaveamarginoferrorofplusorminusthreepercentata95percentlevelofconfidence
Sample:1,538totalrespondents• N=500respondentswhohaveboughtaproductorserviceonlineinthepast9months• N=506respondentswhohavebookedtravelinthepast9months
• N=532respondentswhohaveperformedafinancialtransactioninthepast9months(includingn=183respondentswhobought/soldstockonline)
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