Study reveals which online retailers did best on Cyber Week across the 'three screens'

Dec. 12, 2013

Keynote, a provider of mobile and Web cloud testing and monitoring, just wrapped up its analysis of Cyber Week — the outshoot of Cyber Monday — as online retailers extended their top deals and promotions throughout last week. This year, Keynote is measuring retail transaction performance from the end user’s perspective and across the three screens of desktops, smartphones and tablets. As holiday shopping revenue goes increasingly mobile this year, the stakes are higher than ever before to optimize the business value of every digital transaction, especially on mobile devices. The Keynote transaction goes from the home page to search, selection and the shopping cart.

The Nice List

Amazon had an excellent week across three screens. It placed above average in all categories with a good showing in terms of successfully completing a transaction. Its smartphone website led all others with 97.54 percent success and joined Overstock, Apple and Office Depot as the only sites that were successful more than 90 percent of the time, across all three screens.

The Apple Store also performed exceptionally well. On average, Apple’s desktop visitors needed only 5.8 seconds to complete a transaction. That was twice as fast as the HP and Best Buy desktop sites, which came in second and third respectively. Apple’s desktop site also won out by completing a successful transaction 99.88 percent of the time. It was joined by HP, Best Buy, Amazon and Overstock in delivering two 9’s (90 percent or better) on this critical up-time measurement.

Apple also led with tablet speed (42.8 sec.) and success rate (96.22 percent). Apple would have made a clean sweep if it delivered a better smartphone experience, but offered just average success (95.58 percent) and below average speed (41.5 sec.).

The HP website performed pretty well, with good desktop and smartphone speed and transaction success.

The Naughty List

Newegg struggled over Cyber Week. Its 26.5 second desktop transaction was the slowest, only saved by good availability (99.40 percent). Its smartphone and tablet users were also treated to below average availability and slow response times.

Further results of the study are available on the Keynote blog.

Read more about online retail.

Topics: Consumer Behavior, Online Retailing

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