Click Frenzy avoids a crash but local retailers are found wanting

Click Frenzy avoids a crash but local retailers are found wanting

Last week’s 24-hour retail bonanza from Click Frenzy was more successful than last year’s #ClickFail catastrophe, but response times for many retail websites were still unacceptably slow.

B&T Magazine
Posted by B&T Magazine

Statistics from Melbourne IT – the company monitoring Click Frenzy’s performance – show the average response time from retail websites was 0.7 seconds faster than it was last year, averaging about 0.95 seconds over the 24 hour period.

But this figure was overshadowed by the fact that the bottom performing 10% of websites showcased response times of between five and six seconds during the peak period between 7pm and 9pm.

According to Peter Wright, executive general manager enterprise services, Melbourne IT: “Consumers are not patient and a third of users will abandon a slow site when load times reach this level.

 “While the overall performance of the retailer websites compared to last year’s Click Frenzy was better, it is clear that there is still some way to go for many of Australia’s retailers online.”

Click Frenzy launched in Australia last year with the promise of 24-hour online deal sessions designed to replicate mass sale events, like the Boxing Day sales and half yearly clearance sales, online.

But on its first run the site and those of associated retailer’s, including Myer, crashed prompting disappointing shoppers to hijack the official hashtag #clickfrenzy and turn it into #clickfail.

To prevent that repeating itself, Click Frenzy invested in superior technology this year to deal with massive loads, and, as hoped, the site did not crash.

But the results reveal that many of the participating retailers need to now do the same.

According to Melbourne IT, the average response times of those retailers who invested in cloud computing infrastructure and content delivery networks (CDNs) after last year’s disaster were much faster than those who did not.

Retailers which invested in these technologies responded in some cases up to a second faster than those who did not.

“The performance monitoring by Melbourne IT also found that those retailers who did learn the lessons from the first Click Frenzy and invested in their web platforms clearly got a much better result this time,” said Wright.

“Creating the best experience requires retailers to invest in a platform that is flexible and can automatically sale to meet demand. User experience is massively important and even the slightest speed improvements can equate to increased sales.”