Report INT PDF

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 1

CONTENTS
THE STATE OF RETAIL DIGITAL PERFORMANCE 3
WORLDWIDE
MEASURING THE IMPACT OF SPEED ON REVENUE 4
REPORT PURPOSE 5
DIGITAL COMPLEXITY AND THE CUSTOMER EXPERIENCE 6
WHERE DO YOU SIT AMONGST YOUR GLOBAL PEERS? 7
BEST PRACTICE SNAPSHOT: APPLE 8
COUNTRY BREAKDOWN: AUSTRALIA 9
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
Take a FREE
COUNTRY BREAKDOWN: UNITED STATES 30 performance test here:
METHODOLOGY 33 http://bit.ly/DT-benchmark

THE STATE OF RETAIL Today, site speed can
impact e-commerce
DIGITAL PERFORMANCE
revenue significantly.
Consumers are demanding,
technically shrewd and
WORLDWIDE expect their favourite

retailers to serve up content
GLOBAL AVERAGE HOMEPAGE RESPONSE TIME in 3 seconds or less. Any ACROSS THE WORLD RETAIL SITES
INCREASED 7% FROM 2015 TO 2016 delays and 46% of people ARE GROWING MORE COMPLEX,
will abandon their journey. LONGER AND HEAVIER. HERES HOW:
Global 4.2 secs
4.5 secs AVERAGE NO. OF THIRD PARTY HOSTS
Using data from the last
Spain 3.1 s 12 months, this report
3.3 s casts a light on retail site 27 32 18%
France 4.4 s
response times around the 2015 2016
3.5 s world. It analyses whether
the industry is meeting
United Kingdom 2.9 s AVERAGE NO. OF OBJECTS
consumer expectation and
3.7 s
how retailers technical
United States 3.4 s decisions might be 134 144 7%
3.9 s impacting their ability to 2015 2016
Germany 3.7 s give a standout customer
4.3 s experience.
AVERAGE PAGE SIZE
NOR Norden 5.2 s

4.4 s
1.84 2.00 8%
China 5.8 s 2015 2016
4.9 s
Australia 5.4 s 2015

8.2 s 2016
0 1 2 3 4 5 6 7 8 9 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: Staples: Walmart:

Increase in Reduction in Reduction in Increase in Reduction in Increase in
response time conversions response time conversions response time revenue
0.5 sec = 11 % 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
MAKE UP
The technical make up of
SIZE
Page size of each
page response times from each of site. Specifically, homepage.
Firefox and Internet looking at the use of third party
Explorer browsers. plug-ins and objects.

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 Reliance on external servers Site releases and testing

The more hosts, the greater the Your sites ability to load all There are now 24k Android
time lag your site will potentially components can be dependent devices. Ensuring sites are
experience. Most third on the performance of all third performing for a myriad of
party hosts make individual party servers. Put simply, if operating systems and devices
connections to external those external servers are keeps developers in a perpetual
servers in order to obtain the having problems then this will reactive state, trying to isolate
functionality and serve it up to create load issues for your site. performance problems in a
the consumer. maze of apps and plug ins.

WHERE DO YOU SIT AMONGST
YOUR GLOBAL PEERS?
The benchmark data
used in this report shows HOMEPAGE TOP 40 PERFORMERS
2.2 s
AVERAGE
RESPONSE TIMES
that the worlds top 40 GLOBAL AVERAGE: 4.5 s
MUST MEET
retail performers keep CONSUMER POOREST 40
7s
technical elements to a EXPECTATION
PERFORMERS AVERAGE
minimum, consequently SECONDS 0 1 2 3 4 5 6 7 8 9 10 11 12

serving up sites that beat MORE THIRD TOP 40 PERFORMERS
13
the 3 second mark. PARTY HOSTS
AVERAGE
GLOBAL AVERAGE: 32
TYPICALLY EQUATE
Its important for retailers TO SLOWER POOREST 40
43
PERFORMERS AVERAGE
to benchmark their digital RESPONSE TIMES
performance against their NUMBER OF HOSTS 0 5 10 15 20 25 30 35 40 45 50
peers at home and on TOP RETAILERS TOP 40 PERFORMERS

74
a global stage. Not only KEEP OBJECT
AVERAGE
GLOBAL AVERAGE: 144
does it show whether COUNT LOW
POOREST 40
theyre meeting or PERFORMERS AVERAGE
185
lagging behind consumer NUMBER OF OBJECTS 0 20 30 40 60 80 100 120 140 160 180 200
expectation, benchmark
data also provides a PAGES ARE BEST TOP 40 PERFORMERS
1.4MB
AVERAGE
valuable framework for KEPT LIGHT AND
GLOBAL AVERAGE: 2.0MB
EASY TO LOAD
prioritising performance POOREST 40
2.5MB
optimisation efforts. PERFORMERS AVERAGE
PAGE SIZE 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

BEST PRACTICE
Apple is an outstanding example of how
an international retailer nails performance
consistently, in every country. They build
SNAPSHOT: APPLE 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)
AUSTRALIA 3 54 1.6 1.1
CHINA 3 40 1.5 4.9
DENMARK 2 32 0.7 1.3
GERMANY 5 62 2.7 1.4

HOMEPAGE
JAPAN 3 40 2.1 0.9
KOREA 3 37 7.2 1.7
NORWAY 2 32 0.7 0.7
SINGAPORE 3 41 0.8 1.5
UNITED STATES 5 64 3.0 1.5
UNITED KINGDOM 2 37 0.9 0.9

COUNTRY BREAKDOWN: SITE COMPLEXITY: COMPARING AUSTRALIAN
RETAILERS WITH GLOBAL STANDARDS
AUSTRALIA AVERAGE NO. OF THIRD PARTY HOSTS
Australian retailers are serving up some of the slowest sites in the 26 33 27%
2015 2016
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
27 32 18%
2015 2016
(up 27%) and the consequential time lag created by those third party
connections.
AVERAGE NO. OF OBJECTS
HOMEPAGE RESPONSE TIME VARIANCES Global Average 146 166 13%

2015 2016
Australia
10
9
134 144 7%
2015 2016
7 AVERAGE PAGE SIZE

6
MEGABYTES 2.24 2.38 6%
5 2015 2016
4
SEC ON DS
3 2015 2016
0
Mar 2015
Jun 2015
Sep 2015
Dec 2015
Mar 2016

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.
1. Apple 3 54 1.6 1.1

TOP FIVE
2. Myer 14 82 2.0 3.2
3. Dell 8 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

COUNTRY BREAKDOWN:
AUSTRALIA
LEARNING FROM OUR AUSTRALIAN PEERS
MORE HOSTS TOP 5 PERFORMERS

AVERAGE 13
EQUATE TO
AUSTRALIAS
SLOWER OVERALL AVERAGE
33
RESPONSE TIMES POOREST 5 PERFORMERS 35
AVERAGE
NUMBER OF HOSTS 0 5 10 15 20 25 30 35 40 45 50
OBJECT COUNT TOP 5 PERFORMERS

AVERAGE 71
IMPACTS SITE
AUSTRALIAS OVERALL
COMPLEXITY AVERAGE
166
POOREST 5 PERFORMERS 122
AVERAGE
NUMBER OF OBJECTS 0 20 30 40 60 80 100 120 140 160 180
PAGES MUST BE TOP 5 PERFORMERS

AVERAGE 1.3MB
LIGHT AND EASY
AUSTRALIAS
TO LOAD OVERALL AVERAGE 2.3MB
POOREST 5 PERFORMERS 2.9MB
AVERAGE
PAGE SIZE 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

COUNTRY BREAKDOWN: SITE COMPLEXITY: COMPARING CHINESE RETAILERS
CHINA
WITH GLOBAL STANDARDS
AVERAGE NO. OF THIRD PARTY HOSTS
During the last 12 months, Chinas average retail response time has dropped by 13 15 15%
2015 2016
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
27 32 18%
2015 2016
in China, the best performing sites are kept simple and light.
HOMEPAGE RESPONSE TIME VARIANCES AVERAGE NO. OF OBJECTS
Global Average
China
66 71 7%
2015 2016
10
9 134 144 7%
2015 2016
8
7
AVERAGE PAGE SIZE
6
5 MBS 1.1 1.3 18%

2015 2016
4
S ECONDS
3
2015 2016
2
0
Mar 2015
Jun 2015
Sep 2015
Dec 2015
Mar 2016

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.
1. Suning 4 21 0.7 2.5

TOP FIVE
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

COUNTRY BREAKDOWN:
CHINA
LEARNING FROM OUR CHINESE PEERS
HOSTS ARE TOP 5 PERFORMERS

15
MANAGED AVERAGE
CAREFULLY CHINA OVERALL AVERAGE 15
AGAINST OBJECT POOREST 5 PERFORMERS 15
COUNT AVERAGE
NUMBER OF HOSTS 0 5 10 15 20 25 30 35 40 45 50
OBJECTS ARE KEPT TOP 5 PERFORMERS

52
VERY LOW BY WORLD AVERAGE
STANDARDS CHINA OVERALL AVERAGE 71
AVERAGE
THE BEST TOP 5 PERFORMERS

1.1MB
RETAILERS KEEP AVERAGE
PAGE SIZE SMALL CHINA OVERALL AVERAGE 1.3MB
AVERAGE
PAGE SIZE 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

COUNTRY BREAKDOWN: SITE COMPLEXITY: COMPARING FRENCH RETAILERS
FRANCE
Overall, the digital performance of French retailers is impressive. 29 35 20%

2015 2016
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
27 32 18%
2015 2016
low. These factors work together to ensure a satisfying, speedy user
experience.
HOMEPAGE RESPONSE TIME VARIANCES 145 167 15%

2015 2016
Global Average 134 144 7%

2015 2016
France
6
5 AVERAGE PAGE SIZE

4
1.77 2.21 25%
SECO NDS
MEGABYTES
3 2015 2016
2
1 2015 2016
0
Mar 2015
Jun 2015
Sep 2015
Dec 2015
Mar 2016

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.
1. Voyagessncf 25 133 1.9 2.2

TOP FIVE
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

COUNTRY BREAKDOWN:
FRANCE
LEARNING FROM OUR FRENCH PEERS
FASTER SITES USE TOP 5 PERFORMERS

19
LESS HOSTS AVERAGE
FRANCE OVERALL AVERAGE 35
AVERAGE
NUMBER OF HOSTS 0 5 10 15 20 25 30 35 40 45 50 60
KEEP OBJECT COUNT TOP 5 PERFORMERS

104
LOW AND MANAGE AVERAGE
CAREFULLY FRANCE OVERALL AVERAGE 167
AVERAGE
THE BEST SITES TOP 5 PERFORMERS

1.5MB
KEEP PAGES AVERAGE
SMALL AND FRANCE OVERALL AVERAGE 2.2MB
LIGHT POOREST 5 PERFORMERS 2.6MB
AVERAGE
PAGE SIZE 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

COUNTRY BREAKDOWN: SITE COMPLEXITY: COMPARING GERMAN RETAILERS
GERMANY
Germanys retailers understand the importance of speedy e-commerce 37 39 5%

2015 2016
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
27 32 18%
2015 2016
has increased, it is minimal and the average page size sits just below the
global average.

2015 2016

2015 2016
Germany
6
5
AVERAGE PAGE SIZE
4
S ECONDS
3
MEGABYTES 1.61 1.90 18%
2015 2016
2
1 2015 2016
0
Mar 2015
Jun 2015
Sep 2015
Dec 2015
Mar 2016

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.
1. HM 12 54 1.0 1.3
TOP FIVE
2. HSE 5 115 2.2 1.3
3. Apple 5 62 2.7 1.4
4. Thomann 11 79 0.5 1.6
5. CA 16 106 1.8 1.8
Top 5 average 9 83 1.6 1.5
Germany overall avg 39 181 1.9 4.3

COUNTRY BREAKDOWN:
GERMANY
LEARNING FROM OUR GERMAN PEERS
HOSTS IMPACT TOP 5 PERFORMERS

AVERAGE 9
SITE SPEEDS
GERMANY OVERALL
CONSIDERABLY AVERAGE
39
AVERAGE
NUMBER OF HOSTS 0 5 10 15 20 25 30 35 40 45 50 55 60 65
MORE OBJECTS TOP 5 PERFORMERS

AVERAGE 83
CREATE MORE
GERMANY OVERALL
COMPLEXITY AVERAGE 181
AVERAGE
LESS BYTES IS TOP 5 PERFORMERS

AVERAGE 1.6MB
BEST
GERMANY OVERALL
AVERAGE 1.9MB
AVERAGE
PAGE SIZE 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

COUNTRY BREAKDOWN: SITE COMPLEXITY: COMPARING NORDIC RETAILERS
NORDEN
NOR
The Nordic countries are keeping up with world digital performance

NOR 24 28 16%
2015 2016
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.
27 32 18%
2015 2016
HOMEPAGE RESPONSE TIME VARIANCES

NOR 112 135 17%
2016 2015

2015 2016
Nordic Countries
6
5
AVERAGE PAGE SIZE
4
S ECONDS
3
NOR MEGABYTES 1.9 2.0 5%
2015 2016
2
1 2015 2016
0
Mar 2015
Jun 2015
Sep 2015
Dec 2015
Mar 2016

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.
1. HM 11 55 1.0 2.1
TOP FIVE
2. Lego 6 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

COUNTRY BREAKDOWN:
NORDEN
NOR
LEARNING FROM OUR NORDIC PEERS
HOSTS MUST BE
USED SPARINGLY
TOP 5 PERFORMERS
AVERAGE
16
NORDEN OVERALL
28
AVERAGE
AVERAGE
NUMBER OF HOSTS 0 5 10 15 20 25 30 35 40 45 50
OBJECTS ADD TOP 5 PERFORMERS

86
COMPLEXITY AVERAGE
NORDEN OVERALL
112
AVERAGE
AVERAGE
PAGE SIZE TOP 5 PERFORMERS

2.0MB
NEEDS TO BE AVERAGE
NORDEN OVERALL
MONITORED AVERAGE
2.0MB
AVERAGE
PAGE SIZE 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

COUNTRY BREAKDOWN: SITE COMPLEXITY: COMPARING SPANISH RETAILERS WITH
GLOBAL STANDARDS
SPAIN AVERAGE NO. OF THIRD PARTY HOSTS
Spains retail industry sets a great example when it comes to digital 19 20 5%

2016 2015
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,
27 32 18%
2015 2016
the data shows local retailers have reduced the average number of hosts
per site and the average page size in the last year.

2015 2016

Spain 2015 2016
6
5
AVERAGE PAGE SIZE
4
SECO NDS
3
2016 2015
2
1
2015 2016
0
Mar 2015
Jun 2015
Sep 2015
Dec 2015
Mar 2016

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.
1. Zara 3 26 1.0 0.5

TOP FIVE
2. Agapea.com 1 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 11 60 1.4 1.9
Spain overall average 19 120 2.0 3.3

COUNTRY BREAKDOWN:
SPAIN
LEARNING FROM OUR SPANISH PEERS
HOSTS ARE A TOP 5 PERFORMERS

11
KEY FACTOR IN AVERAGE
PERFORMANCE SPAIN OVERALL AVERAGE 19
AVERAGE
NUMBER OF HOSTS 0 5 10 15 20 25 30 35 40 45 50
OBJECTS CAN CREATE TOP 5 PERFORMERS

60
COMPLEXITY AVERAGE
SPAIN OVERALL AVERAGE 120
AVERAGE
PAGE SIZE IS BEST TOP 5 PERFORMERS

1.4MB
KEPT LOW AVERAGE
SPAIN OVERALL AVERAGE 2.0MB
AVERAGE
PAGE SIZE 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

COUNTRY BREAKDOWN: SITE COMPLEXITY: COMPARING U.K. RETAILERS
UNITED KINGDOM
Over the last year, retailers in the U.K. have done a good job of 32 39 22%
2015 2016
serving up site response times that are faster than the global average.
However, new data shows that local retailers are increasing their use
27 32 18%
of third party hosts at a faster rate than the global average. Object use 2015 2016
and page size increases are also steadily on the rise.

2015 2016

United Kingdom 2015 2016
6
5
AVERAGE PAGE SIZE
4
SEC ON DS
3
2015 2016
2
1
2015 2016
0
Mar 2015
Jun 2015
Sep 2015
Dec 2015
Mar 2016

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.
1. Tesco 7 18 0.2 0.8

TOP FIVE
2. Next 4 61 0.7 0.8
3. Apple 2 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 9 52 0.8 1.1
U.K. overall average 39 150 1.9 3.7

COUNTRY BREAKDOWN:
UNITED KINGDOM
LEARNING FROM OUR U.K. PEERS
THE FASTEST TOP 5 PERFORMERS

9
SITES USE AVERAGE
MINIMAL HOSTS U.K. OVERALL AVERAGE 39
AVERAGE
NUMBER OF HOSTS 0 5 10 15 20 25 30 35 40 45 50
CAREFULLY MANAGE TOP 5 PERFORMERS

52
OBJECT COUNT AVERAGE
U.K. OVERALL AVERAGE 150
AVERAGE
THE BEST KEEP TOP 5 PERFORMERS

0.8MB
PAGES VERY SMALL AVERAGE
AND LIGHT U.K. OVERALL AVERAGE 1.9MB
AVERAGE
PAGE SIZE 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

COUNTRY BREAKDOWN: SITE COMPLEXITY: COMPARING U.S. RETAILERS
UNITED STATES
U.S. retailers clearly understand the importance of sites that load in three 40 45 12%
2015 2016
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.
27 32 18%
2015 2016
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. 169 182 7%
2015 2016
HOMEPAGE RESPONSE TIME VARIANCES

134 144 7%
2015 2016
Global Average
United States
6
AVERAGE PAGE SIZE
5
4
SEC ON DS
2015 2016
3
2 2015 2016
0
Mar 2015
Jun 2015
Sep 2015
Dec 2015
Mar 2016

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.
1. Costco 9 101 1.7 0.7

TOP FIVE
2. Apple 5 64 3.0 1.5
3. Amway 9 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

COUNTRY BREAKDOWN:
UNITED STATES
LEARNING FROM OUR U.S. PEERS
HOSTS CAN TOP 5 PERFORMERS

14
IMPACT AVERAGE
SITE SPEED U.S. OVERALL AVERAGE 45
CONSIDERABLY POOREST 5 PERFORMERS 73
AVERAGE
NUMBER OF HOSTS 0 10 20 30 40 50 60 70 80 90 100
OBJECTS NEED TOP 5 PERFORMERS

88
TO BE MANAGED AVERAGE
ALONGSIDE HOSTS U.S. OVERALL AVERAGE 182
AVERAGE
PAGES ARE BEST TOP 5 PERFORMERS

1.6MB
KEPT LIGHT AVERAGE
U.S. OVERALL AVERAGE 2.3MB
AVERAGE
PAGE SIZE 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

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.
Retail benchmarks Take a FREE

The retail data used in our global Benchmarks is a subset of more than 8,000 websites we track and
performance test here:
monitor round the clock.
http://bit.ly/DT-benchmark

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A WORLDWIDE DIGITAL PERFORMANCE

BENCHMARK REPORT FOR RETAILERS

A digital performance benchmark report for retailers 1

A digital performance benchmark report for retailers 2

WORLDWIDE expect their favourite

NOR Norden 5.2 s

Australia 5.4 s 2015

A digital performance benchmark report for retailers 3

Nordstrom: Staples: Walmart:

0.5 sec = 11 % 1.0 sec = 1 0 % 0.1 sec = 1 %

A digital performance benchmark report for retailers 4

Specifically, the research focused on:

A digital performance benchmark report for retailers 5

Functionality lag Reliance on external servers Site releases and testing

A digital performance benchmark report for retailers 6

minimum, consequently SECONDS 0 1 2 3 4 5 6 7 8 9 10 11 12

peers at home and on TOP RETAILERS TOP 40 PERFORMERS

A digital performance benchmark report for retailers 7

SNAPSHOT: APPLE their websites with very little hosts and

APPLE WEBSITE HOMEPAGE RESPONSE TIME BY COUNTRY

AUSTRALIA 3 54 1.6 1.1

CHINA 3 40 1.5 4.9

DENMARK 2 32 0.7 1.3

GERMANY 5 62 2.7 1.4

JAPAN 3 40 2.1 0.9

KOREA 3 37 7.2 1.7

NORWAY 2 32 0.7 0.7

SINGAPORE 3 41 0.8 1.5

UNITED STATES 5 64 3.0 1.5

UNITED KINGDOM 2 37 0.9 0.9

A digital performance benchmark report for retailers 8

AUSTRALIA AVERAGE NO. OF THIRD PARTY HOSTS

HOMEPAGE RESPONSE TIME VARIANCES Global Average 146 166 13%

7 AVERAGE PAGE SIZE

A digital performance benchmark report for retailers 9

3RD PARTIES OBJECTS PAGE SIZE (MB) RESPONSE TIME (SEC)

1. Apple 3 54 1.6 1.1

2. Myer 14 82 2.0 3.2

3. Dell 8 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

A digital performance benchmark report for retailers 10

MORE HOSTS TOP 5 PERFORMERS

OBJECT COUNT TOP 5 PERFORMERS

NUMBER OF OBJECTS 0 20 30 40 60 80 100 120 140 160 180

PAGES MUST BE TOP 5 PERFORMERS

A digital performance benchmark report for retailers 11

AVERAGE NO. OF THIRD PARTY HOSTS

HOMEPAGE RESPONSE TIME VARIANCES AVERAGE NO. OF OBJECTS

5 MBS 1.1 1.3 18%

A digital performance benchmark report for retailers 12

3RD PARTIES OBJECTS PAGE SIZE (MB) RESPONSE TIME (SEC)

1. Suning 4 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 15 108 1.8 6.0