Dynatrace - 2016 Worldwide Digital Performance Benchmark Report For Retailers

A WORLDWIDE DIGITAL PERFORMANCE
BENCHMARK REPORT FOR RETAILERS

GLOBAL DATA AND INSIGHTS ON HOW SITE RESPONSE TIMES, SITE COMPLEXITY
AND CHANGING CONSUMER DEMANDS IMPACT RETAILER REVENUE
2016
A digital performance benchmark report for retailers
CONTENTS
THE STATE OF RETAIL DIGITAL PERFORMANCE
WORLDWIDE
MEASURING THE IMPACT OF SPEED ON REVENUE
REPORT PURPOSE
DIGITAL COMPLEXITY AND THE CUSTOMER EXPERIENCE
WHERE DO YOU SIT AMONGST YOUR GLOBAL PEERS?
BEST PRACTICE SNAPSHOT: APPLE
COUNTRY BREAKDOWN: AUSTRALIA
COUNTRY BREAKDOWN: CHINA
12
COUNTRY BREAKDOWN: FRANCE
15
COUNTRY BREAKDOWN: GERMANY
18
COUNTRY BREAKDOWN: NORDEN
21
COUNTRY BREAKDOWN: SPAIN
24
COUNTRY BREAKDOWN: UNITED KINGDOM
27
COUNTRY BREAKDOWN: UNITED STATES
30
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METHODOLOGY 33
THE STATE OF RETAIL

DIGITAL PERFORMANCE
WORLDWIDE
GLOBAL AVERAGE HOMEPAGE RESPONSE TIME
INCREASED 7% FROM 2015 TO 2016
4.2 secs
Global
4.5 secs
3.3 s
4.4 s
France
3.5 s
2.9 s
United Kingdom
3.7 s
3.4 s
United States
3.9 s
3.7 s
Germany
4.3 s
Norden
NOR
27 32
2015 2016
134 144
2015 2016
1.84 2.00 8%
2015 2016
China 5.8 s
4.9 s
5.4 s
2015
8.2 s
7%
AVERAGE PAGE SIZE
5.2 s
Australia
18%
AVERAGE NO. OF OBJECTS
4.4 s
ACROSS THE WORLD RETAIL SITES

ARE GROWING MORE COMPLEX,
LONGER AND HEAVIER. HERES HOW:
AVERAGE NO. OF THIRD PARTY HOSTS
Using data from the last

12 months, this report
casts a light on retail site
response times around the
world. It analyses whether
the industry is meeting
consumer expectation and
how retailers technical
decisions might be
impacting their ability to
give a standout customer
experience.
3.1 s
Spain
Today, site speed can

impact e-commerce
revenue significantly.
Consumers are demanding,
technically shrewd and
expect their favourite
retailers to serve up content
in 3 seconds or less. Any
delays and 46% of people
will abandon their journey.
2016
10
MEASURING THE IMPACT OF SPEED

ON REVENUE
The best retailers in the world test and analyse how new features and
functions impact site speed. Consequently, site development and optimisation
decisions are carefully scrutinised from the perspective of the end user.
SPEED IMPACTS REVENUE
Nordstrom:
Increase in
response time
Staples:
Reduction in
conversions
0.5 sec = 11 %
Reduction in
response time
Walmart:
Increase in
conversions
Reduction in
response time
Increase in
revenue
1.0 sec = 1 0 % 0.1 sec = 1 %
All technical changes and advancements to our digital marketing channels

centre on this question: What will be the impact on the customer experience?
We continually test and monitor the performance of all components of our
website so we know exactly what to abandon and what we need to optimise.
GOPAL BRUGALETTE,
PERFORMANCE ENGINEER,
NORDSTROM
REPORT PURPOSE
The purpose of this report is to provide retailers worldwide with a unique, data-driven context for their
own digital performance, benchmarked against individual country and global peers.
Underpinning the results is extensive data from 300+ leading retailers from the United Kingdom, United
States, France, Germany, China, Australia, Spain and the Nordic countries. Digital performance company,
Dynatrace, captured and collated the data every 15 minutes for the last 12 months using its vast, global
synthetic monitoring network.
Specifically, the research focused on:
TIME
Retail website home

page response times from
Firefox and Internet
Explorer browsers.
MAKE UP
The technical make up of

each of site. Specifically,
looking at the use of third party
plug-ins and objects.
SIZE
Page size of each

homepage.
DIGITAL COMPLEXITY
AND THE CUSTOMER EXPERIENCE
Today, the single biggest customer experience challenge for retailers is mastering the complex
delivery chain.
Digital applications execute on the edge of the Internet, across an array of devices, service provider
backbones, content delivery networks, third party plug-ins and more. There are many points of
potential failure between your end-user, their multiple devices and your company. One performance
slip up and you can push your customer from a good experience to a frustrating one impacting
brand, loyalty and revenue.
Functionality lag
The more hosts, the greater the
time lag your site will potentially
experience. Most third
party hosts make individual
connections to external
servers in order to obtain the
functionality and serve it up to
the consumer.
Reliance on external servers

Your sites ability to load all
components can be dependent
on the performance of all third
party servers. Put simply, if
those external servers are
having problems then this will
create load issues for your site.
Site releases and testing

There are now 24k Android
devices. Ensuring sites are
performing for a myriad of
operating systems and devices
keeps developers in a perpetual
reactive state, trying to isolate
performance problems in a
maze of apps and plug ins.
WHERE DO YOU SIT AMONGST

YOUR GLOBAL PEERS?
The benchmark data
used in this report shows
that the worlds top 40
retail performers keep
technical elements to a
minimum, consequently
serving up sites that beat
the 3 second mark.
Its important for retailers
to benchmark their digital
performance against their
peers at home and on
a global stage. Not only
does it show whether
theyre meeting or
lagging behind consumer
expectation, benchmark
data also provides a
valuable framework for
prioritising performance
optimisation efforts.
HOMEPAGE
RESPONSE TIMES
MUST MEET
CONSUMER
EXPECTATION
TOP 40 PERFORMERS
AVERAGE
POOREST 40
PERFORMERS AVERAGE
10
11
32
POOREST 40
PERFORMERS AVERAGE
43
10
15
20
TOP 40 PERFORMERS
AVERAGE
25
30
35
40
45
50
74
GLOBAL AVERAGE:
144
POOREST 40
PERFORMERS AVERAGE
185
20
TOP 40 PERFORMERS
AVERAGE
30
40
60
80
100
120
140
160
180
2.5
3.0
3.5
4.0
4.5
5.0
1.4MB
GLOBAL AVERAGE:
2.0MB
POOREST 40
PERFORMERS AVERAGE
PAGE SIZE
12
13
GLOBAL AVERAGE:
NUMBER OF OBJECTS
PAGES ARE BEST

KEPT LIGHT AND
EASY TO LOAD
7s
TOP 40 PERFORMERS
AVERAGE
NUMBER OF HOSTS
TOP RETAILERS
KEEP OBJECT
COUNT LOW
4.5 s
GLOBAL AVERAGE:
SECONDS
MORE THIRD
PARTY HOSTS
TYPICALLY EQUATE
TO SLOWER
RESPONSE TIMES
2.2 s
2.5MB
0.5
1.0
1.5
2.0
200
BEST PRACTICE
SNAPSHOT: APPLE
Apple is an outstanding example of how

an international retailer nails performance
consistently, in every country. They build
their websites with very little hosts and
yet their sites are easy to navigate, engage
customers the world over and are visually
stunning. Above all, theyre super fast.
Clearly, speed is the companys number one
performance metric.
APPLE WEBSITE HOMEPAGE RESPONSE TIME BY COUNTRY

3RD PARTIES
OBJECTS
PAGE SIZE (MB) RESPONSE TIME (SEC)
HOMEPAGE
AUSTRALIA
54
1.6
1.1
CHINA
40
1.5
4.9
DENMARK
32
0.7
1.3
GERMANY
62
2.7
1.4
JAPAN
40
2.1
0.9
KOREA
37
7.2
1.7
NORWAY
32
0.7
0.7
SINGAPORE
41
0.8
1.5
UNITED STATES
64
3.0
1.5
UNITED KINGDOM
37
0.9
0.9
COUNTRY BREAKDOWN:
AUSTRALIA
SITE COMPLEXITY: COMPARING AUSTRALIAN

RETAILERS WITH GLOBAL STANDARDS
26 33
Australian retailers are serving up some of the slowest sites in the

world. Currently, the countrys homepage response time average sits
at 8.2 seconds which is approx 82% slower than the global average
time of 4.5 seconds. A key factor is the surging use of third party hosts
(up 27%) and the consequential time lag created by those third party
connections.
2015
27%
2016
27 32
18%
2015 2016
HOMEPAGE RESPONSE TIME VARIANCES

10
146 166
Global Average
Australia
13%
2015 2016
134 144
2015 2016
7%
8
7
AVERAGE PAGE SIZE
2015
1.84 2.0
MEGABYTES
2015 2016
2
1
Mar 2016
Dec 2015
Sep 2015
Jun 2015
0
Mar 2015
SEC ON DS
2.24 2.38
MEGABYTES
2016
8%
6%
COUNTRY BREAKDOWN:
AUSTRALIA
AUSTRALIAS STAR RETAIL PERFORMERS
The best in the country keep their sites light on third party hosts and manage objects closely.
Clearly, these retailers understand the need for site optimisation and the importance of
rationalising all features and function add-ons.
TOP FIVE
3RD PARTIES
OBJECTS
1. Apple
54
1.6
1.1
2. Myer
14
82
2.0
3.2
3. Dell
56
0.6
3.4
4. Target
23
63
1.7
3.6
5. Grays Online
19
102
0.7
3.7
Top 5 average
13
71
1.3
3.0
Aus overall average
33
166
2.3
8.2
Bottom 5 average
35
122
2.9
11.3
10
COUNTRY BREAKDOWN:
AUSTRALIA
LEARNING FROM OUR AUSTRALIAN PEERS
MORE HOSTS
EQUATE TO
SLOWER
RESPONSE TIMES
TOP 5 PERFORMERS
AVERAGE
AUSTRALIAS
OVERALL AVERAGE
POOREST 5 PERFORMERS
AVERAGE
NUMBER OF HOSTS 0
OBJECT COUNT
IMPACTS SITE
COMPLEXITY
33
35
10
15
TOP 5 PERFORMERS
AVERAGE
AUSTRALIAS OVERALL
AVERAGE
AVERAGE
NUMBER OF OBJECTS 0
PAGES MUST BE
LIGHT AND EASY
TO LOAD
13
25
30
35
40
45
50
71
166
122
20
TOP 5 PERFORMERS
AVERAGE
AUSTRALIAS
OVERALL AVERAGE
AVERAGE
PAGE SIZE 0
20
30
40
60
80
100
120
140
160
180
3.0
3.5
4.0
4.5
5.0
1.3MB
2.3MB
2.9MB
0.5
1.0
1.5
2.0
2.5
11
COUNTRY BREAKDOWN:
CHINA
SITE COMPLEXITY: COMPARING CHINESE RETAILERS

WITH GLOBAL STANDARDS
13 15
During the last 12 months, Chinas average retail response time has dropped by
one second and now aligns closely with global standards. Local retailers seem
to be tracking site complexity closely and have increased the use of hosts and
objects by only a small percentage. To combat the complex technical landscape
in China, the best performing sites are kept simple and light.
2015 2016
27 32
66 71
Global Average
China
2015
2016
7%
134 144
2015 2016
8
7
AVERAGE PAGE SIZE
MBS
1.1 1.3
2015
2016
18%
1.84 2.0
MEGABYTES
2015 2016
2
1
Mar 2016
Dec 2015
Sep 2015
Jun 2015
0
Mar 2015
S ECONDS
18%
2015 2016
10
15%
12
8%
7%
COUNTRY BREAKDOWN:
CHINA
CHINAS STAR RETAIL PERFORMERS
The best in the country consistently serve up sites to consumers in under four seconds, which is
on par with the current global standard. We can see that Chinas top five performers achieve a 50%
faster speed than the poorest performers by keeping object count low.
TOP FIVE
3RD PARTIES
OBJECTS
1. Suning
21
0.7
2.5
2. JD.com
20
56
0.7
2.7
3. DangDang
16
62
0.7
2.8
4. Yixun.com
22
61
0.9
3.7
5. Vancl
14
63
2.5
4.0
Top 5 average
15
52
1.1
3.1
China overall average 15
71
1.3
4.9
Bottom 5 average
108
1.8
6.0
15
13
COUNTRY BREAKDOWN:
CHINA
LEARNING FROM OUR CHINESE PEERS
HOSTS ARE
MANAGED
CAREFULLY
AGAINST OBJECT
COUNT
TOP 5 PERFORMERS
AVERAGE
15
CHINA OVERALL AVERAGE
15
AVERAGE
15
NUMBER OF HOSTS 0
OBJECTS ARE KEPT

VERY LOW BY WORLD
STANDARDS
10
TOP 5 PERFORMERS
AVERAGE
15
20
TOP 5 PERFORMERS
AVERAGE
40
45
50
108
20
40
60
80
100
120
140
160
180
200
2.0
2.5
3.0
3.5
4.0
4.5
5.0
1.1MB
1.3MB
AVERAGE
PAGE SIZE 0
35
71
AVERAGE
THE BEST
RETAILERS KEEP
PAGE SIZE SMALL
30
52
NUMBER OF OBJECTS 0
25
1.8MB
0.5
1.0
1.5
14
COUNTRY BREAKDOWN:
FRANCE
SITE COMPLEXITY: COMPARING FRENCH RETAILERS

29 35
Overall, the digital performance of French retailers is impressive.

Throughout the last 12 months, the industrys standard homepage
response time has decreased and is now faster than the global average.
Additionally, the use of objects and the size of homepages has remained
low. These factors work together to ensure a satisfying, speedy user
experience.
2015
20%
2016
27 32
18%
2015 2016
145 167
2015
7%
2015 2016
AVERAGE PAGE SIZE
1.77 2.21
MEGABYTES
2015 2016
1.84 2.0
MEGABYTES
2015 2016
Mar 2016
Dec 2015
Sep 2015
Jun 2015
0
Mar 2015
SECO NDS
134 144
Global Average
France
2016
15
25%
8%
15%
COUNTRY BREAKDOWN:
FRANCE
FRANCES STAR RETAIL PERFORMERS
There are lessons to be learned from the top five performing retailers who average
only 19 hosts and consistently deliver average site response times of around 2.7
seconds. Comparatively, data shows that the poorest performing local retailers use
nearly five times the number of hosts and consequently average a site response time
of 6.5 seconds three seconds slower than consumer expectation.
TOP FIVE
3RD PARTIES
OBJECTS
1. Voyagessncf
25
133
1.9
2.2
2. Auchan
17
92
1.4
2.3
3. La Redoute
12
48
1.0
2.5
4. ebay
16
150
2.2
3.1
5. Leroy Merlin
26
98
1.0
3.2
Top 5 average
19
104
1.5
2.7
France overall average 35
167
2.2
3.5
Bottom 5 average
246
2.6
6.5
59
16
COUNTRY BREAKDOWN:
FRANCE
LEARNING FROM OUR FRENCH PEERS
FASTER SITES USE

LESS HOSTS
TOP 5 PERFORMERS
AVERAGE
19
FRANCE OVERALL AVERAGE
35
AVERAGE
NUMBER OF HOSTS 0
KEEP OBJECT COUNT

LOW AND MANAGE
CAREFULLY
59
10
15
TOP 5 PERFORMERS
AVERAGE
20
25
30
35
40
246
30
TOP 5 PERFORMERS
AVERAGE
60
90
120
150
180
210
240
270
300
3.0
3.5
4.0
4.5
5.0
1.5MB
2.2MB
AVERAGE
PAGE SIZE 0
60
167
AVERAGE
THE BEST SITES

KEEP PAGES
SMALL AND
LIGHT
50
104
NUMBER OF OBJECTS 0
45
2.6MB
0.5
1.0
1.5
2.0
2.5
17
COUNTRY BREAKDOWN:
GERMANY
SITE COMPLEXITY: COMPARING GERMAN RETAILERS

37 39
Germanys retailers understand the importance of speedy e-commerce

experiences. The countrys average homepage response time of 4.3
seconds is in line with the global average, and has changed very little
during the course of the year. While the countrys use of hosts and objects
has increased, it is minimal and the average page size sits just below the
global average.
2015 2016
27 32
5%
18%
2015 2016
167 181
2015
2015 2016
AVERAGE PAGE SIZE
1.61 1.90
MEGABYTES
2015 2016
1.84 2.0
MEGABYTES
2015 2016
Mar 2016
Dec 2015
Sep 2015
Jun 2015
0
Mar 2015
S ECONDS
134 144
Global Average
Germany
2016
18
18%
8%
7%
8%
COUNTRY BREAKDOWN:
GERMANY
GERMANYS STAR RETAIL PERFORMERS
Looking closer at Germanys top performing retailers, it is clear that third party
hosts play a role in ensuring speedy homepage response times. As a group, they
average nine hosts and an impressive response time of 1.5 seconds. The poorest five
performers, however, average a response time of 7.5 seconds and 64 hosts.
TOP FIVE
3RD PARTIES
OBJECTS
1. HM
12
54
1.0
1.3
2. HSE
115
2.2
1.3
3. Apple
62
2.7
1.4
4. Thomann
11
79
0.5
1.6
5. CA
16
106
1.8
1.8
Top 5 average
83
1.6
1.5
Germany overall avg
39
181
1.9
4.3
Bottom 5 average
64
221
2.1
7.5
19
COUNTRY BREAKDOWN:
GERMANY
LEARNING FROM OUR GERMAN PEERS
HOSTS IMPACT
SITE SPEEDS
CONSIDERABLY
TOP 5 PERFORMERS
AVERAGE
GERMANY OVERALL
AVERAGE
AVERAGE
NUMBER OF HOSTS 0
MORE OBJECTS
CREATE MORE
COMPLEXITY
9
39
64
10
15
TOP 5 PERFORMERS
AVERAGE
GERMANY OVERALL
AVERAGE
20
25
30
35
40
LESS BYTES IS
BEST
55
60
65
181
221
30
TOP 5 PERFORMERS
AVERAGE
GERMANY OVERALL
AVERAGE
60
90
120
150
180
210
240
270
300
2.0
2.5
3.0
3.5
4.0
4.5
5.0
1.6MB
1.9MB
AVERAGE
PAGE SIZE 0
50
83
AVERAGE
NUMBER OF OBJECTS 0
45
2.1MB
0.5
1.0
1.5
20
COUNTRY BREAKDOWN:
NORDEN
NOR
The Nordic countries are keeping up with world digital performance

standards, with a retail homepage response time average dropping to
4.4 seconds during the last 12 months. Correspondingly, the number
of objects also reduced and page sizes have remained low.
SITE COMPLEXITY: COMPARING NORDIC RETAILERS

24 28
NOR
2015
2016
16%
27 32
2015 2016
18%
17%
2016 2015
134 144
Global Average
Nordic Countries
6
5
2015 2016
AVERAGE PAGE SIZE
NOR
MEGABYTES
1.9 2.0
5%
1.84 2.0
8%
2015 2016
MEGABYTES
2015 2016
Mar 2016
Dec 2015
Sep 2015
Jun 2015
0
Mar 2015
S ECONDS
112 135
NOR
21
7%
COUNTRY BREAKDOWN:
NORDEN
NOR
NORDENS STAR RETAIL PERFORMERS

Even though there is only a two second time difference between the top five
performing retailers and the poorest, a correlation between site complexity and
response time can still be seen in the data. The fastest Nordic retail sites use less
than half the number of hosts and approximately 45% less objects than the slowest
performers.
TOP FIVE
3RD PARTIES
OBJECTS
1. HM
11
55
1.0
2.1
2. Lego
58
4.6
3.2
3. Komplett
12
104
1.7
3.5
4. Salling.dk
32
103
1.0
4.5
5. Verkkokauppa.com 23
114
1.5
4.8
Top 5 average
16
86
2.0
3.6
Norden overall avg
28
112
2.0
4.4
Bottom 5 average
37
157
2.0
5.6
22
COUNTRY BREAKDOWN:
NORDEN
NOR
LEARNING FROM OUR NORDIC PEERS
HOSTS MUST BE
USED SPARINGLY
TOP 5 PERFORMERS
AVERAGE
NORDEN OVERALL
AVERAGE
AVERAGE
NUMBER OF HOSTS 0
OBJECTS ADD
COMPLEXITY
28
37
10
15
TOP 5 PERFORMERS
AVERAGE
NORDEN OVERALL
AVERAGE
AVERAGE
NUMBER OF OBJECTS 0
PAGE SIZE
NEEDS TO BE
MONITORED
16
25
30
35
40
45
50
86
112
157
20
40
TOP 5 PERFORMERS
AVERAGE
NORDEN OVERALL
AVERAGE
AVERAGE
PAGE SIZE 0
20
60
80
100
120
140
160
180
200
2.0
2.5
3.0
3.5
4.0
4.5
5.0
2.0MB
2.0MB
2.0MB
0.5
1.0
1.5
23
COUNTRY BREAKDOWN:
SPAIN
SITE COMPLEXITY: COMPARING SPANISH RETAILERS WITH

GLOBAL STANDARDS
19 20
Spains retail industry sets a great example when it comes to digital

performance. Collectively, the country averages a homepage response
time of 3.3 seconds. This result meets worldwide consumer expectation
and beats the average global response time of 4.5 seconds. Interestingly,
the data shows local retailers have reduced the average number of hosts
per site and the average page size in the last year.
5%
2016 2015
27 32
18%
2015 2016
114 120

Global Average
Spain
6
5
134 144
7%
2.0 2.3
13%
2015 2016
AVERAGE PAGE SIZE
MEGABYTES
2016 2015
1.84 2.0
MEGABYTES
2015 2016
Mar 2016
Dec 2015
Sep 2015
Jun 2015
0
Mar 2015
SECO NDS
5%
2015 2016
24
8%
COUNTRY BREAKDOWN:
SPAIN
SPAINS STAR RETAIL PERFORMERS
The top five performing retailers consistently serve up fast sites, averaging a collective
load time average of 1.9 seconds. Third party hosts and objects are used sparingly,
and page sizes are kept low. Its when these three factors are reviewed together, that
retailers can understand how each one can impact the other. For example, if hosts are
low but object count is high, then speed can still be slowed.
TOP FIVE
3RD PARTIES
OBJECTS
1. Zara
26
1.0
0.5
2. Agapea.com
21
0.4
0.9
3. Dreivip
15
83
1.6
2.2
4. El Corte Ingles
23
96
2.5
2.5
5. TPOInformatica.com 15
75
1.6
3.3
Top 5 average
60
1.4
1.9
Spain overall average 19
120
2.0
3.3
Bottom 5 average
170
3.2
4.5
11
25
25
COUNTRY BREAKDOWN:
SPAIN
LEARNING FROM OUR SPANISH PEERS
HOSTS ARE A
KEY FACTOR IN
PERFORMANCE
TOP 5 PERFORMERS
AVERAGE
11
SPAIN OVERALL AVERAGE
19
AVERAGE
NUMBER OF HOSTS 0
OBJECTS CAN CREATE

COMPLEXITY
25
10
TOP 5 PERFORMERS
AVERAGE
15
20
25
30
35
170
20
TOP 5 PERFORMERS
AVERAGE
40
60
80
100
120
140
160
180
200
3.5
4.0
4.5
5.0
1.4MB
2.0MB
AVERAGE
PAGE SIZE 0
50
120
AVERAGE
PAGE SIZE IS BEST

KEPT LOW
45
60
NUMBER OF OBJECTS 0
40
3.2MB
0.5
1.0
1.5
2.0
2.5
3.0
26
COUNTRY BREAKDOWN:
UNITED KINGDOM
SITE COMPLEXITY: COMPARING U.K. RETAILERS

32 39
Over the last year, retailers in the U.K. have done a good job of
serving up site response times that are faster than the global average.
However, new data shows that local retailers are increasing their use
of third party hosts at a faster rate than the global average. Object use
and page size increases are also steadily on the rise.
2015 2016
27 32
22%
18%
2015 2016
130 150
2015
2015 2016
AVERAGE PAGE SIZE
1.6 1.9
MEGABYTES
2015
2016
1.84 2.0
MEGABYTES
2015 2016
Mar 2016
Dec 2015
Sep 2015
Jun 2015
0
Mar 2015
SEC ON DS
134 144
Global Average
United Kingdom
15%
2016
27
18%
8%
7%
COUNTRY BREAKDOWN:
UNITED KINGDOM
THE U.K.S STAR RETAIL PERFORMERS
The top five fastest retail sites in the country set a high standard in digital performance. The
breakdown below shows that these retailers carefully manage and monitor site components to
ensure a fast, engaging user experience. Together, the top performers consistently average a
site response time of 1.13 seconds.
TOP FIVE
3RD PARTIES
OBJECTS
1. Tesco
18
0.2
0.8
2. Next
61
0.7
0.8
3. Apple
37
0.9
0.9
4. Sports Direct
13
82
1.3
1.3
5. Matalan
21
63
1.0
1.7
Top 5 average
52
0.8
1.1
U.K. overall average
39
150
1.9
3.7
Bottom 5 average
41
169
2.5
6.2
28
COUNTRY BREAKDOWN:
UNITED KINGDOM
LEARNING FROM OUR U.K. PEERS
THE FASTEST
SITES USE
MINIMAL HOSTS
TOP 5 PERFORMERS
AVERAGE
U.K. OVERALL AVERAGE
39
AVERAGE
NUMBER OF HOSTS 0
CAREFULLY MANAGE
OBJECT COUNT
41
TOP 5 PERFORMERS
AVERAGE
10
15
20
25
30
35
TOP 5 PERFORMERS
AVERAGE
169
20
40
60
80
100
120
140
160
180
200
2.5
3.0
3.5
4.0
4.5
5.0
0.8MB
1.9MB
AVERAGE
PAGE SIZE 0
50
150
AVERAGE
THE BEST KEEP

PAGES VERY SMALL
AND LIGHT
45
52
NUMBER OF OBJECTS 0
40
2.5MB
0.5
1.0
1.5
2.0
29
COUNTRY BREAKDOWN:
UNITED STATES
SITE COMPLEXITY: COMPARING U.S. RETAILERS

40 45
U.S. retailers clearly understand the importance of sites that load in three
seconds or less. Throughout the last year, the country has consistently
trumped global standards and competes head-to-head with European peers
across Spain, the U.K. and France.
Interestingly, while the top retail players in most other countries keep
site complexity to a minimum (to ensure a speedy load time), it seems
U.S. retailers are one of the highest users of third party hosts but are less
impacted by latency issues.
2015
27 32
18%
2015 2016
169 182
2015
134 144
2015 2016
Global Average
United States
7%
2016
7%
AVERAGE PAGE SIZE
2.22 2.35
MEGABYTES
2015
1.84 2.0
MEGABYTES
2015 2016
1
Mar 2016
Dec 2015
Sep 2015
Jun 2015
0
Mar 2015
SEC ON DS
12%
2016
30
2016
8%
5%
COUNTRY BREAKDOWN:
UNITED STATES
THE U.S.S STAR RETAIL PERFORMERS
Speed is clearly a key digital performance indicator at the top end of the U.S. retail industry.
The five fastest sites all load in under two seconds and site complexity is kept to a minimum.
The groups average figure for hosts, objects and page size all sit below global standards.
TOP FIVE
3RD PARTIES
OBJECTS
PAGE SIZE (MB)
RESPONSE TIME (SEC)
1. Costco
101
1.7
0.7
2. Apple
64
3.0
1.5
3. Amway
66
0.7
1.0
4. Walgreens
15
97
1.1
1.4
5. REI
33
111
1.4
1.8
Top 5 average
14
88
1.6
1.2
U.S. overall average
45
182
2.3
3.9
Bottom 5 average
73
290
3.5
8.4
31
COUNTRY BREAKDOWN:
UNITED STATES
LEARNING FROM OUR U.S. PEERS
HOSTS CAN
IMPACT
SITE SPEED
CONSIDERABLY
TOP 5 PERFORMERS
AVERAGE
U.S. OVERALL AVERAGE
45
AVERAGE
NUMBER OF HOSTS 0
OBJECTS NEED
TO BE MANAGED
ALONGSIDE HOSTS
14
73
10
TOP 5 PERFORMERS
AVERAGE
20
30
40
50
60
280
320
360
400
3.5
4.0
4.5
5.0
290
40
TOP 5 PERFORMERS
AVERAGE
80
120
160
200
240
1.6MB
2.3MB
AVERAGE
PAGE SIZE 0
100
182
AVERAGE
PAGES ARE BEST

KEPT LIGHT
90
88
NUMBER OF OBJECTS 0
80
70
3.5MB
0.5
1.0
1.5
2.0
2.5
3.0
32
METHODOLOGY
Website homepage benchmarks
Dynatrace Synthetic Monitoring measures website homepages with synthetic tests running on enterprise
grade servers in 150+ high-bandwidth data centres around the globe on the Internet Backbone. They
offer the most reliable way to regularly synthetically monitor your web applications. They are running
at top speed and availability while also providing instant notification when there are issues. Website
Benchmarks run on a set group of backbone nodes per country to measure and rank performance.
Participant selection
Benchmark participants are selected via third party ranking of the top participants in a region and
industry.
Back bone locations
Unless otherwise noted, Benchmark metrics are collected from the standard Benchmark node(s) in each
region.
Measurement frequency
Benchmark backbone and mobile metrics are collected from each measurement location a minimum of
once per hour. The majority of Benchmarks collect data 24 hours a day.
Browser monitoring approach
Benchmarks test the most popular browsers used around the world: Chrome, Internet Explorer and
Firefox.
Response time calculations
Response time measures the end-to-end time elapsed while downloading each web page or the entire
multi-step transaction process. This includes the base HTML page and any referenced objects, third party
content, JavaScript, and Cascading Style Sheets and other web content. The reported metric represents
the average time required to download the homepage or execute the multistep transaction.
Take a FREE
performance test here:
http://bit.ly/DT-benchmark
Retail benchmarks
The retail data used in our global Benchmarks is a subset of more than 8,000 websites we track and
monitor round the clock.
33

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A WORLDWIDE DIGITAL PERFORMANCE

BENCHMARK REPORT FOR RETAILERS

A digital performance benchmark report for retailers

MEASURING THE IMPACT OF SPEED ON REVENUE

DIGITAL COMPLEXITY AND THE CUSTOMER EXPERIENCE

WHERE DO YOU SIT AMONGST YOUR GLOBAL PEERS?

BEST PRACTICE SNAPSHOT: APPLE

COUNTRY BREAKDOWN: AUSTRALIA

COUNTRY BREAKDOWN: CHINA

COUNTRY BREAKDOWN: FRANCE

COUNTRY BREAKDOWN: GERMANY

COUNTRY BREAKDOWN: NORDEN

COUNTRY BREAKDOWN: SPAIN

COUNTRY BREAKDOWN: UNITED KINGDOM

COUNTRY BREAKDOWN: UNITED STATES

A digital performance benchmark report for retailers

THE STATE OF RETAIL

AVERAGE PAGE SIZE

AVERAGE NO. OF OBJECTS

ACROSS THE WORLD RETAIL SITES

Using data from the last

Today, site speed can

A digital performance benchmark report for retailers

MEASURING THE IMPACT OF SPEED

1.0 sec = 1 0 % 0.1 sec = 1 %

All technical changes and advancements to our digital marketing channels

A digital performance benchmark report for retailers

Specifically, the research focused on:

Retail website home

The technical make up of

Page size of each

A digital performance benchmark report for retailers

Reliance on external servers

Site releases and testing

A digital performance benchmark report for retailers

WHERE DO YOU SIT AMONGST

PAGES ARE BEST

A digital performance benchmark report for retailers

Apple is an outstanding example of how

APPLE WEBSITE HOMEPAGE RESPONSE TIME BY COUNTRY

PAGE SIZE (MB) RESPONSE TIME (SEC)

A digital performance benchmark report for retailers

SITE COMPLEXITY: COMPARING AUSTRALIAN

Australian retailers are serving up some of the slowest sites in the

AVERAGE NO. OF OBJECTS

HOMEPAGE RESPONSE TIME VARIANCES

AVERAGE PAGE SIZE

A digital performance benchmark report for retailers

PAGE SIZE (MB) RESPONSE TIME (SEC)

Aus overall average

A digital performance benchmark report for retailers

A digital performance benchmark report for retailers

SITE COMPLEXITY: COMPARING CHINESE RETAILERS

AVERAGE PAGE SIZE

AVERAGE NO. OF OBJECTS

HOMEPAGE RESPONSE TIME VARIANCES

A digital performance benchmark report for retailers

PAGE SIZE (MB) RESPONSE TIME (SEC)

China overall average 15

A digital performance benchmark report for retailers

CHINA OVERALL AVERAGE

OBJECTS ARE KEPT

CHINA OVERALL AVERAGE