New data shows that customers begin to abandon web pages that don’t respond within 3.5 seconds, quickly surfing or tapping away to a competitor for a better customer experience.
This is important now because online retailers are entering a critical period for 2018 back-to-school shopping.
Nearly $83 billion in sales is at stake and retailers that fail to deliver a high-performance customer experience will suffer in the form of lost revenue, as well as decreased market share and reduced customer loyalty.
Instart helps thousands of leading brands around the world deliver faster, safer and more profitable online experiences, is now sharing insights into the ABCs of website operations for back-to-school shopping to help online retailers escape the hassle of disruptive website challenges during the peak season.
Instart CEO Sumit Dhawan has experience leading billion dollar plus organizations and looks like Instart is on its way.
According to Dhawan, here’s how online retailers can prepare for the onslaught of traffic and keep customers happy during back-to-school shopping:
- Plan: Identify people, processes and technology to handle unexpected viral demand – up to 100X your normal levels – due to planned events such as sales. Online retailers should also be ready for unplanned events such as a product going viral with a Hollywood celebrity on social media or a founder making waves on the Internet.
- Prepare: Put elements in place to protect and improve your infrastructure, including cloud services with massive over-capacity available to deal with exponential spikes in demand, to ensure continued amazing customer experience. Also think about backstopping your overall online presence with emergency options like “waiting rooms” which route valuable customers (e.g. those with items in their carts) through to allow purchases while putting other visitors in “holding pens” to ensure your site isn’t too overwhelmed to cope with anyone properly.
- Test: Periodically, and especially well in advance of planned events you should conduct one or more dry runs to test your infrastructure and ensure everything is working as planned even with massive demand spikes. Your dry runs should involve both viral levels of demand and also simulated outages of one or more components of your infrastructure to ensure you have adequate redundancy in place.
For more information contact: Shante Jenkins – firstname.lastname@example.org