byMarcus Jewell05-10-201604:00 PM - edited 05-11-201605:12 AM
The average smartphone user checks their mobile device between 50 and 100 times a day– in doing so, they expect instant access to information and services.
It stands to reasonthenthatit pays to ensuretheperformanceofmobile applicationscan be monitored, managed and optimised in order to guarantee availability, speed of response,and support the bestcustomer experience (CX).
Indeed,new research has revealed59 percentofbusinessesconfirmthat mobile applications are critical to their organization today. A further54 percentsay that mobile applications areonlyset to become more critical over the next few years1.
Making mobile application performance pay isall the moreimportantgivenitsgrowing importance as a revenue generator:mcommerce growth is outstripping traditional ecommerce sales by a factor of 3 to 12.
Thistrendtowards mobilebecomingtheessential shopping companion –whenever and wherever–isthereforealsocontributingto higherperformance expectations, whereasingle second’sdelay inwebsiteloading time can result in a 7% loss in conversion3.
It is not surprising then that the same new studyintothe impact of application performanceled77percentof businessestosay poor application performance prevents them from maximizing peak sales periods1.
These peak sales periods now includeBlack Friday, Cyber Monday,and Christmas. If any part of your business is based online, like that ofUK-basedASOS for example, it is essential to maximise the salesopportunities during these periods.ASOSrecently reported arecord number of shoppersvisiting its website ontheBlack Friday and Cyber Mondaydiscount days, when the companysaid itprocessed up to nine orders per second.
Almost half ofASOScustomer purchases are now made via the retailer's mobile app, which attracted 1.4bn users over the six months to the end of February 2016. And theonlinefashionbusinessposted an 18 percent increase in pre-tax profits to £21m during the sameperiod.
Theresearch bears thistrendout, with over half (55 percent) agreeing thattheir organizations would see an increase in the number of transactions if they were able to double the speed of their core applications.
Perhaps more significantly from the point of view of the impatient customer, however, the top benefit was considered to be an increase in customer satisfaction (cited by63 percent), and higher levels of customer loyalty – which, by definition, not only guarantees revenues now, but repeat customwell intothe future. And every business knows how costly it can be to acquire new customers in comparison to retaining existing ones.
Ever-greater consumer expectations and, moreover, their growing impatience, are forcing more businesses to reassess their application performance. But the more advanced these applications become and the greater the number of devices they must support is set to put even more pressure on IT departmentsto make sure bespoke oroff-the-shelf, mobile and/or cloud-based applicationinvestments payoff.
Only29percentof e-commerce IT departmentsfeelconfident that they can meetservice level agreements (SLAs) that likely include page loading speeds and latencyduring these peak periods1. This is in spite of the fact that itthese SLAsthat aremost likely influence bounce and conversion rates, where smartphones have the lowest conversion rate of any device at 1.18 percent4.
While the solution to improved conversion rates is multifaceted, and not least of which is related to the quality of the core offering, application optimisation can at least enhance performance and eliminate speed of response as adeal breaker.But simply throwing more server capacity or application delivery controllers(ADCs) at the problem is time consuming and expensive, especially when only used at peak times.
Instead, the virtual ADC (vADC) option can mitigate the costly risks of overprovisioningand regulate application delivery, including mobileapplications, atmassivescale. Brocade vADC solutions enable IT departments to scale workloads according to demand for more reliable, responsive performance atsubstantially lower costs compared to a hardware solution.
By streamlining application performance and the associated costs, businesses can also boostthe bottom line in terms of the increased loyalty and sales generated as a result of the associated CX improvements.Considering businesses say that optimised application delivery could ultimatelylead to an11percentincrease inrevenue, it is perhaps worth looking at how vADCs can help win over even the most patient consumer1.
The study was commissioned by Brocade to identify and understand the challenges that businesses face in application use; from the IT department through to end-users. It consisted of 440 interviews with IT and line-of-business (LOB) decision-makers, from organizations with more than 500 employees, the sample included respondents from the U.S., UK, France, Germany, China, and Russia.