It’s taken a long time, but most companies have now set up their stalls in cyber space. The internet provides a perfect platform from which to do business, network and get your name out there – making websites a must-have commodity.
A company’s website is like a shop window – when a customer visits a site, it’s analogous to walking into the company’s office. It’s essential that a website presents an organisation in the right light in terms of appearance and content, but also performance.
Website performance is essentially a measurement of how well a site works for end users. It can be tested in a number of ways, but two particularly telling markers are website downtime and download speed.
Websites that suffer from prolonged downtime and slow download speeds are turning away customers. A business on the high street would do everything it could to keep waiting time to a minimum, and it’s the same for businesses online. Customers vote with their feet (or fingers); if a website is takes too long to load, or proves difficult to access, they’ll go elsewhere.
It’s therefore important to proactively monitor website performance. Improving customer experience is something that all companies should strive to do – and is the easiest way to attract more business. But it can be tough to find the internal resources and time to invest in what is misguidedly an afterthought, or unneeded expense, for many organisations.
This is why website performance testing is something that many companies choose to outsource to a dedicated monitoring firm. These firms specialise in testing websites to their limits, and proactively monitoring performance, while also offering solutions to any issues that arise.
An in depth test would utilise several techniques; most of which would use specialist knowledge and technology that an average company would not have available in house.
Load testing, for instance, can measure how well a website performs under pressure by emulating a high number of users in real-life scenarios. This can be especially important for sites that frequently experience a rush in traffic, such as ticket companies and e-tailers.
There are also techniques that can provide continuous feedback on the general health of a website. It’s possible for website testers to carry out continual performance monitoring – with frequent checks at regular intervals that emulate a customer’s experience. These checks pick up live issues which consultants can use to work out solutions to improve the technical, and therefore commercial performance of a website.
Website monitoring is something that can easily be overlooked. But, with the growing importance of an effective online presence, and the simplicity of outsourcing performance testing to a dedicated firm, it’s an increasingly attainable goal for many companies. Businesses that stay ahead of the game and get their websites in check now will be in a strong position as the online world continues to grow in importance.