Mobile Summer Games Close with Dominant Performance
By Aaron Rudger | August 13, 2012
The final week of competition in the Keynote Mobile Retail International Summer Games is over, the results are in, and we’ve seen a bit of a surprise finish. The games featured top retailers around the world and scoring is based on the performance of their mobile websites as found in the Keynote Mobile Retail Index - World Edition. Over the past few weeks we’ve seen the performance enhancing strategies that lead to mobile excellence, along with the missteps that have kept some sites off of the Keynote medal podium. Further, the Summer Games have shown that some sites are consistently outpacing the field when it comes to a good mobile web experience while others all too often expose visitors to the pain of a slow or unsuccessful download.
While much of the world’s television attention has been on the athletes in London, those of us tracking the Mobile Retail Summer Games have been fixed on the top performances on the smartphone screen coming from continental Europe. Chanel has been collecting gold medals each week and was the odds-on favorite to clean up in the final heat. Hot on their heels, a handful of other sites were certainly in range of winning top honors.
Who came out on top in the final week of competition?
German Medal Sweep!
Last week Germany's OTTO was edged out of the gold despite a solid performance. However consistency was their game plan and they executed to perfection. OTTO maintained their Success Rate (availability) for the third consecutive week at 99.70%, and the led the pack in speed with a 4.32 second Load Time. Amazon Germany claimed another medal moving up to the silver with the same strategy of consistency. Their 99.70% matched last week’s score while their download time was within 0.05 seconds of their previous split. ALDI had a bounce back week earning them the bronze. Their false start in the previous week’s results with a poor response rate was corrected this week. However adding a ½ second to their Load Time cost them a higher spot on the medal podium.
Chanel stumbles at finish line
Just when it seemed that the Luxury giant would run the table on the gold, a drop in Success Rate (availability) to 98.71% effectively knocked them out of the running. Chanel’s string of perfect scores (100%) in Success Rate finally came to an end as a handful of 503 Errors (Service Unavailable) prevented the site from loading. The 1.29% drop from last week was too much to be overcome, despite having the second fastest loading site.
Rounding out the field
A drop in Success Rate was the downfall for TESCO (UK) giving them their second consecutive 4thplace finish. TESCO’s Load Time stayed flat at 5.48 seconds, than bronze winning ALDI. But a drop in Response Rate to 99.38 left them on the outside looking in. Also of note was Sweden’s H&M, one of two sites with a perfect Success Rate of 100%. As falling Success Rates seemed to doom many of our contestants, H&M’s relative success helped them put the country flag in the third spot of our leader board.