Website Performance Trends for Target and J.Crew Teach Valuable Lessons
I'm happy to report current website performance for Target is looking good, and I'm guessing its aggressive move for optimum availability and response times is no coincidence with the brand's desire for a stronger online presence. Target recently announced an agreement to acquire online cooking and kitchenware retailers CHEFS Catalog and Cooking.com. Last month, the nation's second-largest retailer reported its fiscal fourth-quarter earnings were down 2 percent. In a recent article, Target said it was looking for new ways to increase sales in this sluggish economy. Expanding its online presence is a no-brainer, but sales are only as good as your site's performance. Target is on the right track in more ways than one.
The retail giant's availability was at the top spot at 100 percent, holding steady from last month. Target jumped 18 spots in response time from early February, ranking No. 17 with an average of 3.0681 seconds, up from No. 35 at 5.0874 seconds. While I like to see response time at three seconds or less, the bigger story here is the fact that Target shaved a whopping two seconds off response time, which typically translates into a significant jump in online sales. Compared to the benchmark average of the top 50 (3.9275 seconds), Target is doing very well among its peers.