3 Tips for Delivering the Best Online Experience to Customers
We’re all about Internet performance at Dyn: how you monitor, control and optimize the online experience to make sure your visitors are fully engaged. Just as their brick-and mortar-equivalents are planning how to deliver the best shopping experience on Black Friday, online retailers need to make sure their customers’ website experience is perfect for the upcoming period stretching into Cyber Monday, where over $5 billion is predicted to be spent online this year.
According to Dealnews.com, items like cameras, toys, clothing, beauty aids, shoes and travel bookings are especially hot on Cyber Monday, and that’s the best day to look for deals from retailers such as Zappos, Puma, Radio Shack, Groupon, Lacrosse Footwear – all enterprises that Dyn helps maximize their Internet performance in various ways.
Globally, the equivalent to Cyber Monday is China’s Singles Day, the world’s largest 24-hour online shopping frenzy. This year, the Alibaba Group brought in over $9.3 billion on November 11 alone. Australia’s Click Frenzy set an online holiday shopping record with sales up 28 percent over last year.
Loading Time Affects the Bottom Line
With that much money on the table, retailers can’t afford a less than optimal visitor experience. According to surveys done by Akamai and Gomez.com, nearly half of web visitors expect a site to load in two seconds or less, and they’ll abandon a site that isn’t loaded within three seconds. 79 percent of web shoppers who have trouble with website performance say they won’t return to the site to buy again and around 44 percent would tell a friend if they had a poor experience shopping online.
Cyber Monday is a great impetus to help focus on delivering high-quality visitor experiences, but the truth is that every day needs to be treated like Cyber Monday for Internet retailers. Here are some things you need to start thinking about to deliver the best online experience to your site visitors:
1. Put your content closer to your customers
- Cut down the distance your content has to travel to reach your customers, which will make a faster experience for them and reduce connectivity issues. Put your data centers and cloud hosting environments where your customers live. For example, many Dyn customers leverage multiple content locations for redundancy and performance, as well as, Content Delivery Networks (CDNs) to ensure availability and speed.
2. Route for success
- Dyn enables geographic and performance based traffic routing that leverages our Anycast DNS network. In lay terms, that means that Dyn’s global network presence and services will point those trying to reach your website to your closest data center anywhere in the world. For example, Dyn routes a customer in San Francisco to your Palo Alto data center, rather than to New Jersey. Faster routing means a better visitor experience.
3. Monitor the Internet
- Many companies focus on their internal IT/office network. But the Internet is another critical part of every company’s business network. You need to be aware of how technical bottlenecks, natural disasters, even political upheavals can affect how long it takes for visitors to reach your site, or what sort of experience they’ll have once they do. For example, while the Internet is highly optimized, it’s not necessarily being optimized for your business. Internet traffic to your website may take a much longer path than necessary, simply because it’s saving someone else money.
Knowledge is the first step to taking informed action. But unless you know what’s going on with the Internet and how it is affecting you, you’re as helpless as a butterfly in a hurricane. Monitor, take control, then optimize your Internet performance – in turn optimize your customers’ experience – and make every day a Cyber Monday for your business.