View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
November 27, 2012

Website performance can make or break online retailers during Christmas holiday

Nearly 70% of Europeans admit they will be uncomfortable making payments on websites that are slow or struggle to load while shopping for Christmas.

By Tineka Smith

Online retailers

A study by Riverbed Technology revealed that 61% said they would form a negative perception of retailers who websites performed poorly during the holiday season.

As more than 50% of Europeans prefer to their Christmas shopping online than in the store, the study suggests for retailers to make sure they can cope with the online demand for this season.

"The predicted increase in Christmas shopping traffic this year, as indicated by the study results, could catch retailers off guard," said Apurva Davé, vice president of products and marketing at Riverbed Technology.

"It is an ongoing challenge for retailers to provide superior website performance for their customers," added Davé. "Retailers must respond to customer demands by making every website visit fast, reliable, and secure, no matter how dynamic and varied customer activity may be."

Online retail sites that don’t understand the basics of site navigation as well as providing complete product information risk losing customers says Sellerdeck, ecommerce solution provider to SMEs.

According to a study by Sellerdeck, easy site navigation and detailed product information were found to be the most important factors for customers purchasing online.

Content from our partners
Unlocking growth through hybrid cloud: 5 key takeaways
How businesses can safeguard themselves on the cyber frontline
How hackers’ tactics are evolving in an increasingly complex landscape

"Ecommerce sites that get the basics of navigation and providing plenty of product information are best placed to succeed, while factors such as providing the lowest prices aren’t necessarily as important as some may think," said Phil Rothwell, sales and marketing director of SellerDeck.

Customers can often be turned off to purchasing online if a site lacks sufficient product information, looks insecure or has technical problems.

"Although retailers may feel a lot of price pressure, providing it at the cost of customer service is likely to be a false economy," added Rothwell. "It’s much more important to make sure the site looks professional and feels secure, while offering customers a smooth experience from the minute they enter the site to the point at which they receive the goods. This not only means happy customers, but increases the likelihood of them returning again and again."

Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.