How Much Do Website Outages Truly Cost?
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Jason Abate
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- direct sales loss from people that are unable to complete their transactions;
- indirect sales loss from browsers that are turned off from your site and never get to the purchasing phase; and
- the increased operational costs of responding to traditional and social media inquiries during and after the outage.
Direct Sales Loss
An outage creates a direct loss of revenue in a very simple way: the outage, whether it occurred due to malicious intent, high traffic load or poorly managed server updating, shuts down every visitor's ability to access the checkout stage of shopping. Most retailers sell items which can be purchased at a competing site, meaning any downtime results in not only a direct sales loss but also opens the door for the competition.
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