Home Business IT Business Telecommunications Aussie web stores failed to meet shopping rush: Borland

An analysis by Borland shows that a number of well-known Australian web stores failed to keep up with the amount of traffic they generated during the post-Christmas period.

Micro Focus subsidiary Borland used its Silk Performer technology to correlate traffic and response times at retail web sites during the post-Christmas to New Year period.

The company says Woolworths, Big W and JB Hi-Fi all saw poor response times on peak days during the period.

Woolworths' home page response exceeded 10 seconds on New Year's Eve, Borland officials claimed.

According to Borland's research, a one-second delay in response time reduces page views by 11%, customer satisfaction by 16%, and conversions by 7%.

Furthermore, up to 40% of visitors will abandon a site after three seconds, and 74% after five seconds.

“It looks like a number of the sites monitored over the seasonal period will have missed out on potential revenue as a result of their website’s inability to process high levels of traffic," said Jeff Findlay, Borland Architect - APJ, at Micro Focus.

"Developing a robust performance strategy takes time, and peak period preparation should begin early with testing starting about six months beforehand. Putting in this groundwork is crucial if retailers are to take full advantage of peak shopping times throughout the year."

It is not inevitable that traffic spikes result in poor response times. Borland officials noted that while eBay Australia received significant spikes during the period, the variation in response time was minimal.


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Stephen Withers

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Stephen Withers is one of Australia¹s most experienced IT journalists, having begun his career in the days of 8-bit 'microcomputers'. He covers the gamut from gadgets to enterprise systems. In previous lives he has been an academic, a systems programmer, an IT support manager, and an online services manager. Stephen holds an honours degree in Management Sciences, a PhD in Industrial and Business Studies, and is a senior member of the Australian Computer Society.






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