-- Amazon.com Ranks First in Overall Customer Experience
-- For Technical Quality, Buy.com Ranks First in Reliability While
TigerDirect.com Ranks First in Responsiveness
-- With 2,000 Participants and 60,000 Technical Measurements Across
10 Retailers, Keynote Answers the Questions: How Effective, Responsive
and Reliable are the Top Retail Electronics Sites, and What Can Those
Sites Do to Improve the Online Shopping Experience?
SAN MATEO, Calif., Dec 13, 2010 (BUSINESS WIRE) --
Competitive Research, the industry research group of Keynote(R)
Systems (NASDAQ:KEYN), today announced the results of its Q4 2010
study of retail electronics Web sites. In the Q4 2010 study Amazon.com
took first place for Best Overall Customer Experience. In the Technical
Quality rankings, Buy.com took first for Reliability while
TigerDirect.com ranked first for Responsiveness. The companies included
in the study were: Amazon.com, Best Buy, Buy.com, Costco, Dell,
Newegg.com, Sears, Target, TigerDirect.com and Walmart. The study is
available for immediate purchase by visiting: http://bit.ly/aRAbDg.
Recognition for "Best of the Best"
Top ranked companies in Keynote
Competitive Research studies are invited to participate in the
Excellence Program which recognizes the "best of the best" Web sites
as ranked in the studies. The rankings are based on responses from real
users, who were observed as they accomplished tasks on each of the sites
studied, as well as real data collected through Keynote Web site
monitoring to assess the technical quality of the sites. For each study,
Keynote recognizes the companies with the overall top ranking, as well
as those exhibiting excellence in specific categories.
More Information about the Customer Experience Rankings
For the customer experience component of the study, Keynote sent 200
online users to each of the 10 Web sites for a total of 2,000 people
participating. The users performed a number of tasks on each of the
sites and then answered questions about their experience in performing
the required tasks. Those reactions and comments were then analyzed by
Keynote's powerful software, the results tallied and rankings formulated.
In 2010, visual appeal and price satisfaction remained the most
important aspects of the overall customer experience, most accurately
predicting brand perceptions and conversion. Product Interest became
slightly less important in 2010, while Search Satisfaction, Purchase
Process, Organization & Navigation, and Perceived Site Performance
become more important; Customer Support and Product Research remained
key drivers for Brand and Conversion.
"Interestingly, despite the prevailing bargain-hunting environment,
visual appeal edged out price satisfaction as the most powerful
predictor of overall brand perception and conversion outcomes for
electronics retailers," noted Christopher Musto, general manager of the
Keynote Competitive Research group at Keynote. "Our real user testing
revealed that a good-looking, well-organized site is a bigger driver of
brand affinity and purchases than either consumers or retailers
themselves likely realize."
More Information about theTechnical Quality Rankings
In addition to evaluating overall customer experience with its panel of
actual users, the Keynote study also examined two broad aspects of
technical quality: responsiveness and reliability. Responsiveness
comprises: high speed response (broadband), DSL (midband) response,
response time consistency, geographic uniformity and load handling;
while reliability is comprised of availability and outages.
For the study, Keynote monitoring computers measured a typical
transaction that began at the site's home page, searched for a product,
filtered the search results, displayed the product details and performed
a checkout to the point where billing information was needed. The
transaction included a login (return customer) in the checkout process.
In the two components of 'Technical Quality' TigerDirect.com set the
standard for Responsiveness (or speed), while Buy.com led the group in
Reliability (or availability).
In order to collect the Technical Quality data Keynote used its Transaction
Perspective(R) product, the leading on demand service for monitoring
Web site performance from the end user perspective. With Keynote
Transaction Perspective the company is able to examine Web site
performance from multiple geographic locations by simulating users
clicking through transactions on a Web site. Keynote collected more than
6,000 data points that detailed each of the sites' online technical
performance in terms of page responsiveness and reliability.
"While all of the sites in the study have figured out how to provide
consistent service levels across all geographies - something that could
not be said last year - all but two sites reported outages during this
year's study period, meaning a significant number of their customers
would have been impacted for at least an hour," noted Musto. "In
addition to these reliability issues, some of the study sites' home
pages were extremely slow to load over basic DSL connections, with some
taking over nine seconds. In such a competitive market as retail
electronics, solving these performance issues could prove the difference
in being a winner or a loser this holiday shopping season and beyond."
More About Keynote Competitive Research
Keynote Competitive Research produces leading industry research using
the company's commercially available Web
performance monitoring products. Keynote regularly evaluates the
current state of online customer experience, technical quality
(speed/reliability) and implementation of best practices on leading Web
sites across a wide variety of vertical markets including financial
services, automotive, media/entertainment, retail, travel and technology.
Availability of Study
The study is available for purchase and comes with extensive analysis of
brand impact, acquisition impact, reliability and responsiveness and the
factors that drive sites' performance in these areas. Clients will
receive an executive presentation, extensive back-up charts and
illustrations, and online access to all clickstreams, verbatims,
question responses and panel facts for all panelists at all sites for
all tasks and can download and use this data in their own research. To
inquire about a copy, please visit us online: http://bit.ly/cq3XhN
Follow Keynote on Twitter at: www.twitter.com/KeynoteSystems
Keynote Systems (NASDAQ:KEYN) is the global leader in Internet and
mobile cloud monitoring. We provide companies with solutions for
continuously improving the online experience. Founded in 1995, Keynote
provides testing, monitoring and measurement products and services for
any enterprise including online portals, e-commerce sites, B2B sites,
mobile operators and mobile infrastructure providers. Keynote products
and services help companies improve customer experience in four areas:
Web performance, mobile quality, streaming and real user experience
Known as The Mobile and Internet Performance Authority(TM), Keynote has a
market-leading on-demand infrastructure of over 3,000 measurement
computers and mobile devices in over 240 locations around the world.
Keynote's 2,800 customers represent top Internet and mobile companies
including American Express, AT&T, Disney, eBay, E*TRADE, Expedia,
Google, Microsoft, SonyEricsson, T-Mobile and Vodafone.
Keynote Systems, Inc. is headquartered in San Mateo, California and can
be reached at www.keynote.com
or by phone in the U.S. at 1-800-KEYNOTE.
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Authority(R), MyKeynote(R) , SIGOS(R), SITE(R), Keynote(TM), The Mobile & Internet
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are trademarks or registered trademarks of Keynote Systems, Inc. in the
United States and/or other countries. All other trademarks are the
property of their respective owners. © 2010 Keynote Systems, Inc.
SOURCE: Keynote Systems
Keynote Systems, Inc.
Dan Berkowitz, 650-403-3305