If your website takes more than 2.5 seconds to load, you’re at risk of lowering conversions by 11 per cent. That’s what Gopal Brugalette, performance architect at Nordstrom, found when he examined website revenue and response times.
In this digital age, customers have high expectations for speed. If those aren’t met, they have few compunctions about taking their business to a competitor or a brick-and-mortar establishment instead.
Load times over 2.5 seconds will drive customers away from your website.
Given this, identifying and resolving issues that slow down your website should be an absolute priority. Let’s take a look at the underlying causes of long load times and how digital performance monitoring can help fix them.
Getting to the bottom of sluggish website speeds
There’s a hidden complexity behind any click a user makes online. Most websites are built upon several layers of technology, and every click sends a network request through these layers. This introduces the potential for latency with each layer, leading to a visible slowdown in performance speeds.
Digital performance monitoring measures the latency introduced by every one of those layers, identifying where bottlenecks are causing slowdowns. This helps organisations provide the best experience to customers in terms of website response times. A comprehensive digital performance monitoring platform accurately gathers these measurements in real time, showing the state of the customer experience and offering a path to improve it when performance drops. It’s instantaneous quality assurance.
This also carries over to any errors that may be lurking in a site’s code. Customers are unforgiving when it comes to broken hyperlinks or issues at the actual point of sale. These and other problems can halt purchasers in their tracks.
Digital performance monitoring is a key strategy for fixing these pitfalls before a site goes live, as well as identifying new ones that can creep up over time.
Uses across the organisation
Improving the customer experience isn’t just the purview of one team; all stakeholders within a company can derive value from digital performance monitoring. It provides value for the full lifecycle of a website – from inception to daily operation.
While developers are building a brand-new site or updating an old one, digital performance monitoring is essential to ensure all functions are working at optimal levels right from the start. It is particularly useful for releasing new versions as it is able to alert developers if a site update performs worse than a previous release.
Testing is a crucial stage for website development, as it’s where most issues are ironed out. If there’s one thing that can be relied upon, it’s how unpredictable customers can be. They can find issues in a website that testers wouldn’t even begin to think of looking for. In the past, developers could only fix these problems after customers brought them to their attention. Now, however, digital performance monitoring can identify them in the testing phase.
Once a site has gone live, operations teams are on call making sure it performs as expected and managing any issues that arise. Digital performance monitoring provides them with the data they need to resolve these problems.
During site operation, digital performance monitoring helps track the customer experience in a very fine grain manner. Business teams are only just starting to explore this use, so new capabilities are still being discovered.
Putting digital performance monitoring to work
— Avocado Consulting (@avocadoconsult) January 30, 2017
Organisations looking to leverage digital performance monitoring should be aware that it isn’t as simple as installing a piece of software. From the right platform to the choice between on-premises and cloud-based solutions, there are many points to consider. This is where turning to experts like Avocado Consulting can pay dividends.
The Avocado team can work with your organisation to assess your needs and choose the right tool for the job. To learn more, get in touch with us today.