retail (source) :
In India, the App vs Mobile web is still hotly debated. App users do convert at a higher rate and spend more per purchase than mobile web users but the volume of consumers willing to download and use an App is much smaller than those who will use the mobile web.
This year, India saw a great spur in the festive shopping spree, with the season retail offers which were larger than last year’s sales of $2.2 billion. According to RedSeer Consulting, the sale period in October 2017 generated $3.3 billion as revenue, highlighting the importance of the festival season for generating a significant portion of an e-tailer’s profit.
As per ‘The Future of Internet’ report by NASSCOM and Akamai, there will be 730 million internet users in the country by 2020. This also indicates a drastic growth in the number of online shoppers. BCG pegs the e-Commerce industry to form the largest part of the Indian Internet market with a value of approximately USD 100 Billion by 2020.This growth opens a huge business opportunity for leading e-commerce players in the space along with intense competition leading to a situation of survival of the fittest.The increase in demand requires these businesses to scale up their operations and provide the best online shopping experience to customers in order to maintain the competitive edge.
So, what should brands be doing to embrace peak number users through the year? Let’s examine some ways to prepare your digital properties to provide your consumers with the best possible experience.
Monitor the user experience
If you’re not measuring and monitoring your user experience how will you know what areas to optimize? Real user monitoring measurements which accurately track real user’s session performance data is much more actionable than traditional synthetic or waterfall measurements and can quickly highlight problem areas such as slow loading assets or delays caused by 3rd party scripts. When you correlate RUM data with conversion metrics you can utilize your internal resources and focus on optimizing pages with the most potential to increase revenues and conversion. Successful brands utilize an iterative process of monitoring, optimizing and validating changes to continuously improve their customer experience.
Load test to ensure scalability
By utilizing the behavior data gathered through RUM monitoring website owners can build real world usage patterns to test the scalability of the website, back-end infrastructure and code. It’s a best practice to test at double your expected traffic levels so as to be prepared for unexpected peaks. This will help you identify bottlenecks on your site and make sure your content delivery and caching strategy is set properly to offload traffic and improve performance. This is also an ideal time to ensure all your various 3rd party tags can scale with peak traffic and if they can’t put a plan in place to be able to disable them if they start impacting performance.
Optimize for mobile
When it comes to customer preference for product discovery and research mobile is the device of choice. This is coupled with constantly improving internet connectivity speeds. According to Akamai’s State of the Internet Q1 2017 Connectivity Report, India currently possesses an average connection speed (IPv4) of 6.5 Mbps. While average speeds are growing, the country is moving steadily towards a mobile first nation. With a current smartphone user base of over 300 million, India is expecting to witness a surge in content consumption on mobile. According to the latest report by FICCI and KPMG, mobile video traffic is expected to grow 11.5 times at a CAGR of 63%. In India, according to Stat Counter mobile accounts for 80 percent of website traffic.
In India, the App vs Mobile web is still hotly debated. App users do convert at a higher rate and spend more per purchase than mobile web users but the volume of consumers willing to download and use an App is much smaller than those who will use the mobile web. So, it pays to have a solid strategy to win over consumers who have not yet downloaded your app with a great mobile web experience. The key is to be mobile friendly and utilize technology’s such as Responsive Web Design or a combination of responsive and adaptive technology’s known as RESS to make your mobile website easy to use on a mobile device. These technologies help reduce customer friction points such as the need to ‘pinch and zoom’ to navigate and move around the page by fluidly resizing the page.
Whether optimizing for an app or the mobile web it’s crucial to optimize images since they often make up 60 percent of the downloaded content. In Akamai’s State of Online Retail Performance report a 100-millisecond delay in load time can decrease conversions by 7 percent. With the wide variety of devices, it can be difficult to create and deliver the correct size and type of image to optimize performance. Brands should utilize a digital asset management strategy that delivers only the correct sized image based on the consumer device and the proper type of image based on the browser. This will dramatically increase performance and reduce image sizes by serving the correct sized image for the viewport it also enables dynamically delivering the most high-performance type of image such as WebP for Chrome / Android devices.
The key to a successful Diwali festival season is to focus on delivering the best experience to all your customers on any device they use.
DISCLAIMER: The views expressed are solely of the author and ETRetail.com does not necessarily subscribe to it. ETRetail.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.