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.

Advertisement
Author: Nora Petig, iXtenso – Magazine for Retailers

related articles:

popular articles:

Thumbnail: Photo: Euronics selects SES-imagotag digital price tags fot its stores in...

Company News • 12.04.2018

Euronics selects SES-imagotag digital price tags fot its stores in Germany

More than 100 stores that will replace their classic paper labels with the smart VUSION price tags

Thumbnail: Photo: Psychographic targeting: fostering a personalized online customer...

Online advertising campaigns • 27.03.2018

Psychographic targeting: fostering a personalized online customer approach

Interview with Professor Joost van Treeck, Consumer Psychologist at the University of Applied Sciences Fresenius in Hamburg

Thumbnail: Photo: The new ESL generation from SES-imagotag: VUSION...

Video • 19.01.2018

The new ESL generation from SES-imagotag: VUSION

A revolution in the world of retail technology

Thumbnail: Photo: Electronic pricing optimizes customer experience and employee...

Company News • 29.03.2018

Electronic pricing optimizes customer experience and employee satisfaction

"The reduction of price errors is noticeable, and of course we are pleased to provide a much better customer experience." (Thomas Baeck)

Thumbnail: Photo: Welcome to Retail 4.0

Company News • 02.02.2018

Welcome to Retail 4.0

Bizerba at the EuroCIS 2018

Thumbnail: Photo: Payment procedures: online retailers must customize the checkout...

E-commerce payments • 03.04.2018

Payment procedures: online retailers must customize the checkout experience

What PSD2 and the geoblocking ban mean for payment options in online stores

Thumbnail: Photo: Wirecard partners with SES-imagotag to revolutionize the in-store...

Company News • 22.02.2018

Wirecard partners with SES-imagotag to revolutionize the in-store customer experience by enabling mobile payments at the shelf

Retailers will be able to boost their sales by speeding up payment processes

Thumbnail: Photo: New software solution from Bizerba

Company News • 22.02.2018

New software solution from Bizerba

RetailOffice yields highest level of transparency

Thumbnail: Photo: Explore DataVan’s latest revolutionary retail solutions at EuroCIS 2018...

Company News • 23.02.2018

Explore DataVan’s latest revolutionary retail solutions at EuroCIS 2018

Self-checkout, universal tablet docking, and lightweight POS terminals

Thumbnail: Photo: EuroCIS 2018: Detego shows digital InStore solutions for the fashion...

Company News • 12.01.2018

EuroCIS 2018: Detego shows digital InStore solutions for the fashion retail industry

Smart fitting room, chatbot und InStore software

Supplier

Bizerba SE & Co. KG
Bizerba SE & Co. KG
Wilhelm-Kraut-Straße 65
72336 Balingen
Zebra Technologies Europe Limited
Zebra Technologies Europe Limited
Mollsfeld 1
40670 Meerbusch
Axis Communications GmbH
Axis Communications GmbH
Adalperostraße 86
85737 Ismaning
Glory Global Solutions (Germany) GmbH
Glory Global Solutions (Germany) GmbH
Thomas-Edison-Platz 1
63263 Neu-Isenburg
Detego GmbH
Detego GmbH
Hans-Resel-Gasse 17a
8020 Graz
SES-imagotag Deutschland GmbH
SES-imagotag Deutschland GmbH
Bundesstraße 16
77955 Ettenheim
POSIFLEX GmbH
POSIFLEX GmbH
Kaiserswerther Straße 85
40878 Ratingen
InterCard AG
InterCard AG
Mehlbeerenstr. 4
82024 Taufkirchen b. München
GK Software SE
GK Software SE
Waldstraße 7
08261 Schöneck/Vogtland
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen