How can I ensure my website provides customers with a seamless experience during times of peak traffic?
According to the latest UK Customer Satisfaction Index, business leaders are expected to lose over 10% of their customer base over the next few years. Retailers cannot afford to allow technological issues to contribute to this, says Adrian Tate, director of applications and database solutions at Quest Software.
A smooth online operation delivers a good customer experience and enables retailers to capitalise on site traffic. While a missing page or an extra 10 seconds during the checkout process may seem like minor issues, during times of peak traffic such issues are often accentuated, significantly affecting the customer experience and bottom line.
The performance of a website is only as good as the software that supports it, says Tate. With the vast amounts of information that websites provide to customers, and the quantity of data they process, it can often be challenging for retailers to monitor performance and enable efficiency.
By using performance monitoring tools, organisations can help identify the flaws that can potentially make customers go to the competition.
For example, such tools can monitor the customer journey, replaying the number of mouse clicks and/or user interactions with the web page. Therefore, if a customer stumbles across a missing page, IT will be instantly alerted and the problem can be fixed before it arises again. This insight is important as it also helps to inform IT about where the bottlenecks are so they can respond in real-time to fix the problem.
By understanding the customer journey, retailers can gain a better insight into what makes their customers tick and therefore tailor web experiences more effectively, enabling a better customer experience and increasing loyalty.