Report • 05.06.2018

Analysis tools – Faster websites boost sales

Part 1 of the topic series: Mobile optimization

Websites must work and display as well and fast on mobile devices as they do at home on a PC. If they don’t, consumers will abandon the customer journey before it even begins. That’s also why website operators must continuously monitor and optimize this aspect.

The German Federal Association of the Digital Economy (BVDW) has developed guidelines designed to help with mobile optimization. We took a look at them, summarized the most important information for you and added our own experiences.

Increasing mobile usage brings new challenges

Smartphone usage is at an all-time high, whether people use their device to access information, to research or to shop. According to the BVDW, 54 percent of page views in Germany already happen via mobile devices - and that percentage is rapidly increasing.

The challenge here is that mobile consumers can be very unforgiving when it comes to their valuable time and even more valuable data volume. They are quickly frustrated if they run into problems with a purchase: abandoned shopping carts thanks to slow-loading webpages are inevitable in this case.

Meanwhile, many website operators are completely unaware of these issues but also the options that are at their disposal. That’s why the BDVW sees a great need for action in the following areas:

  1. Performance and load time
  2. Google (poor ranking due to performance or responsive issues)
  3. Frustration during the checkout process
  4. 3-Second Rule

"Mobile surfing and shopping impact sales of multichannel retailing. In 2017, mobile-influenced sales ranked at 19 percent on average - increasing to an average of 24 percent in fashion." Source: Qubit.

When time is of the essence – Problems with the 3-Second Rule

One important question retailers must ask themselves is who they want to attract. The obvious answer is: Why the customer, of course! Obviously. But not just the customer! They also mustn’t underestimate the impact of search engines like Google. They can be both friend and foe. They can relegate websites to the back pages but they can also surge them to the top page of results. That’s why it is crucial to follow Google's rules. User and Google’s expectations of websites are similar: they both want fast loading sites and simplified processes to meet user-friendly criteria. Quick and easy is the name of the game.

Nowadays, simply offering a responsive web design is no longer enough. Even though mobile websites are nearing standards set by apps, it’s still not enough. They also need to maintain a wide range, while boosting user-friendliness and functionality.

Tools: Analysis helpers to ensure a user-friendly online presence

Once retailers realize that their performance is less than ideal or that their website runs or loads too slowly, they first need to find the cause.

Special analysis tools can help.

The tools suggested by BVDW vary in the intensity of the analysis and whether you want to use Google or not. Here is an overview:

Yslow offered by Yahoo analyzes and rates the website based on the content, JavaScript or server settings. It also offers detailed suggestions and tools for improvement.

PageSpeed ​​Insights offered by Google uses the data from the Chrome User Experience Report to make better recommendations. In addition to optimization suggestions, the resource also offers statistics - but no tools, except the option to instantly compress your images.

Test My Site - also offered by Google- measures the performance of a website by entering the URL. This tool also performs a speed test of the registered page, offers action suggestions and a detailed report.

WebPagetest.org gives users various specification options and thus a very accurate analysis. However, it does not offer explicit optimization recommendations.

Lighthouse is an open-source analysis tool by Google, specifically for AMP. In addition to analysis, it also provides a number of recommendations for performance optimization.

Find out about the next steps after the analysis in the next installment of the "Mobile Optimization" series.

Author: Nora Petig, iXtenso – Magazine for Retailers

related articles:

popular articles:

Thumbnail-Photo: RFID tags with features for the cashierless store...
29.10.2018   #mobile payment #payment systems

RFID tags with features for the cashierless store

Customers can unlock products on their own thanks to smart tags

China and the U.S. already feature cashierless stores but things are coming along in Europe, too. Several startup companies want to eliminate long checkout lines and advertise better retail security tags. We took a closer look at these ...

Thumbnail-Photo: First-hand packaging technology
01.02.2019   #event #packaging

First-hand packaging technology

LogiMAT 2019 in Stuttgart

In response to new regulations, packaging industry exhibitors at the 17th LogiMAT are showcasing new developments and innovations in machine technology, methods for reducing the use of traditional materials, and brand-new materials.As people become ...

Thumbnail-Photo: SMX Munich 02.-03.04.2019
08.01.2019   #event #marketing

SMX Munich 02.-03.04.2019

iXtenso readers receive 15% off their admission ticket

Innovations, trends and outlooks on SEO, PPC and online marketing will be presented at SMX Munich! Here, including workshops, the most important players and leading heads of the worldwide SEO, PPC and online marketing industry will gather in just ...

Thumbnail-Photo: Toshiba spotlights new innovations for empowering retail...
21.01.2019   #mobile payment #payment systems

Toshiba spotlights new innovations for empowering retail

Showcasing its latest solutions, services and innovative concepts at hall 9 booth B42

Visitors to EuroCIS 2019 will learn at Toshiba's booth how every retailer can design his checkout to suit his and the customers' needs. Under the motto "Empowering the Art of Retail", Toshiba will present its end-to-end IT ...

Thumbnail-Photo: 3D shop and customer analysis with artificial intelligence...
04.02.2019   #customer analysis #Trade fair special EuroCIS 2019

3D shop and customer analysis with artificial intelligence

Product innovation at EuroCIS: Intenta S1000 people counter

Intenta presents the new Intenta S1000 people counter at this year’s EuroCIS – a new 3D vision sensor for fully automatic intelligent scene interpretations. This retail specialist tracks precise data for customer statistics thus giving ...

Thumbnail-Photo: Using digital data to drive brick-and-mortar retail success...
31.01.2019   #data analysis #brick and mortar retail

Using digital data to drive brick-and-mortar retail success

Advanced Outlet Analytics

When it comes to using and analyzing relevant data, brick-and-mortar retail lags behind its online competition. While e-commerce retailers use detailed data from web analytics, CRM, and Google searches to analyze user behavior and generate ...

Thumbnail-Photo: SES-imagotag VUSION Pulse Software
30.01.2019   #data warehouse management #software management

SES-imagotag VUSION Pulse Software

Improve Profitability and Reduce Waste

For 25 years, SES-imagotag has been the trusted partner of retailers for digital technology in stores. SES-imagotag, the worldwide leader in smart digital labels and pricing automation, develops a comprehensive IoT and digital platform that delivers ...

Thumbnail-Photo: Superdata PromoServer – Customer loyalty as a factor of success...
26.10.2018   #multichannel commerce #customer relationship management

Superdata PromoServer – Customer loyalty as a factor of success

All instruments for customer loyalty and sales in a single solution

Customer loyalty programs play a central role in the retail industry in order to secure the customer’s favor with increasing competition. With the expansion of the sales and communications channels, the challenge of customer loyalty has ...

Thumbnail-Photo: Exceptional design, robust character, and high-performance POS technology...
12.02.2019   #Trade fair special EuroCIS 2019 #POS Solutions

Exceptional design, robust character, and high-performance POS technology

AURES showcases new product lines

The design aesthetics of POS systems play an ever-important role. This applies to the retail industry, commerce, the service sector, catering and hospitality businesses alike. Strong brand awareness and a clear brand identity at the POS are ...

Thumbnail-Photo: The right payment options for online stores
11.02.2019   #online trading #security

The right payment options for online stores

How you can combat shopping cart abandonment with the right methods

One of the main reasons why shoppers will abandon a purchase is when popular online payment methods are not an option. That’s why online retailers must know what these payment options are. We give you an overview of the pros and cons for ...

Supplier

Superdata EDV-Vertrieb GmbH
Superdata EDV-Vertrieb GmbH
Ruhrstr. 90
22761 Hamburg
Elo Touch Solutions NV
Elo Touch Solutions NV
Kolonel Begaultlaan 1C11
3012 Leuven
LANCOM Systems GmbH
LANCOM Systems GmbH
Adenauerstraße 20 / B2
52146 Würselen
MobiMedia AG
MobiMedia AG
Rottpark 24
84347 Pfarrkirchen
SES-imagotag Deutschland GmbH
SES-imagotag Deutschland GmbH
Bundesstraße 16
77955 Ettenheim
Casio Europe GmbH
Casio Europe GmbH
CASIO-Platz 1
22848 Norderstedt
Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden
AURES Technologies GmbH
AURES Technologies GmbH
Maisacherstr. 118
82256 Fürstenfeldbruck
EUROEXPO Messe- und Kongress-GmbH
EUROEXPO Messe- und Kongress-GmbH
Joseph-Dollinger-Bogen 9
80807 München
Intenta GmbH
Intenta GmbH
Ahornstraße 55
09112 Chemnitz