BestMark News

Study looks at retailers' webpage efficiency

A recent survey from Compuware analyzed the technical aspects of retailers' websites over the Black Friday weekend, and offered tips on how they can improve.

Specifically, researchers analyzed activities that took place when potential customers loaded websites or interacted with dynamic elements on pages, factors that can affect customer satisfaction and loyalty.

Many popular sites were used for the poll, such as Abercrombie & Fitch, Amazon, American Eagle, Apple, Gap, Staples and J.C. Penney.

J.C. Penney's effective use of lightweight JavaScript and static images "hosted on a separate cache domain" allowed it to outperform other sites. JavaScript was seen as a primary issue for many companies, as they tended to overload the amount of files used.

Study authors also suggested retailers check third-party content - i.e. social media plugins and ads - to ensure they aren't slowing down their sites. Images should also be reduced, and text files compressed to reduce download time.

A similar STELLAService poll analyzed the customer experience supplied by the top 25 retailers during the same time period.

According to CEO Jordy Leiser, only a "handful" of retailers provided "seamless, high-quality shopping experience from start to finish." These were Amazon, Avon, L.L. Bean, Macy's, Overstock and Sears.