Now that Black Friday 2014 is over, let’s have a look at how the top performers faired when compared to the bottom performers and let’s compare this years results to last year’s results.

Mobile 2014

Here are the top 10 Mobile Retail Sites.

bestmobileblackfriday2014

Here are the Bottom 10 Mobile Retail Sites.

worstmobileblackfriday2014

We’ve hidden the names, but still think it useful to compare them to the top performers to show how the different strategies can impact end use performance.

When comparing the Top 10 to the Bottom 10 we see that the average response time for the Top 10 is 2.38 seconds compared to the average for the Bottom 10, which is 12.35 seconds.    The reason for this is that the top performers have optimized their sites for mobile delivery.  The Top 10 performers deliver 3X Less content (bytes) than the bottom performers.   The Bottom 10 Mobile Retailers are more complex  (4X more objects) and have an average of 42 Hosts (more third parties) compared to an average of 8 for the Top 10 (that’s a 5X difference).

So it is pretty clear by looking at these indicators why certain sites performed better than others.

Mobile 2013

Here are the Top 10 Mobile Retail Sites for 2013

bestmobileblackfriday2013

Here are the Bottom 10 Mobile Retail Sites for 2013

worstmobileblackfriday2013

What we noticed this year compared to last year is that Performance overall has improved substantially.   Sears remains on top for 2014 but there is a substantial amount of year over year churn in the Top 10 performers with Costco, REI, Saks Fifth Avenue, Tiger Direct, Walgreens, Dell and New Egg replacing other vendors in the Top 10.  Less than a third of the 2013 Top performers made it into 2014 Top 10.

Last Mile 2014

Here are the top 10 Retail Web Sites.

bestlastmileblackfriday2014

Here are the bottom 10 Retail Web Sites.

worstlastmileblackfriday2014

Again, we’ve hidden the names, but still think it useful to compare them to the top performers to show how the different strategies can impact end use performance.

When comparing the Top 10 to the Bottom 10 we see that the average response time for the Top 10 is 3.92 seconds compared to the average for the Bottom 10, which is 10.77 seconds. The Bottom 10 performers deliver twice as much content (bytes) than the top performers.   The Bottom 10 Mobile Retailers are more complex  (2X more objects) and have twice the number of Hosts (third parties) compared to the Top 10 (52 Hosts compared to 24).

Last Mile 2013

Here are the top 10 Retail Web Sites for 2013

bestlastmileblackfriday2013

Here are the bottom 10 Retail Web Sites for 2013

worstlastmileblackfriday2013

What we noticed this year compared to last year is that Performance overall has improved substantially as well.   There is not as much churn in the Last Mile results as there was with the Mobile results.  This year Target, BestBuy (even with their availability issue) and Williams Sonoma replaced Symantec, HPShopping and Victoria’s Secret on the Top 10 list.

The common trend we see from 2013 to 2014 is that sites which are less complex, deliver less content and use fewer third parties perform better than site which are more complex, deliver more content and use more third parties.

We trust that Retailers will use this information in 2015 and develop best practices and strategies to improve their performance to better align with demanding customer expectations.

1 Featured image attributed to HubbardCoe