Busiest e-tailers web performance pulls further away from the field
NCC Group's Quarterly Retail Report reveals
widening gap between the best and the rest in UK e-tail
The gap has widened between the UK's top ten e-tailers and their
competitors when it comes to website performance, a report from NCC
Group has shown.
NCC Group's website monitoring arm has released
its Quarterly Online Retail Report, which analyses the online
performance of the UK's top 50 e-tailers over the last three
months. The results show that the ten sites with the most traffic
are continuing a dramatic pull away from their competitors,
providing customers with faster download speeds and less website
The ten busiest sites boasted an improvement on average downtime
this quarter, down from 57 minutes across 2011 Q4, to just 6.3
minutes. The top 50, by contrast, averaged a substantial two hours
and 31 minutes. The gulf has also widened in download speeds, with
the top ten averaging 4.4 seconds over the last three months. The
rest of the top 50, on the other hand, recorded average download
speeds of 5.2 seconds.
A comparison of these results to the previous quarter's show that
customers are once again enjoying a better shopping experience when
they visit the sites that receive the most traffic, with faster
downloads and more uptime.
Bob Dowson, director at NCC Group,
comments: "This quarter's results show a clear link between site
popularity and web performance, with the busiest e-tailers again
delivering a significantly better experience for their
"The top sites have pulled further away after a busy Christmas
period, and other online businesses need to make sure they're
delivering an efficient customer experience all year, not just
during busy periods.
"Online businesses must focus more of their efforts on site
performance, otherwise the sites with the most traffic will
continue to dominate. E-tailers must monitor and react to ensure
their customers receive the best possible experience."