Blogs

Availability, performance define successful e-commerce sites

By Raj Patel, Sr. Director of Corporate and Field Marketing –

Study after study proves the ever-increasing popularity of e-commerce as a primary method for buying goods and services. People will continue to spend billions online every year, and B2C and retail e-commerce brands understand all too well the problems caused by a slow website, never mind a lengthy outage. Enabling an e-commerce site that keeps customers happy and enables IT to support more strategic business initiatives calls for reliable availability and performance—in perpetuity—and no matter how things change over time. Whether it’s the inventory system used to track product availability or the database that stores and analyzes customer data, IT infrastructure is the foundational enabler for fulfilling customer orders and ensuring a positive experience from start to finish.

Enable high-powered customer data platforms

A recent report from Gartner found that 69 percent of marketers believe most of their decisions will be quantitatively driven by 2017. B2C brands develop complex models and analytics to determine the best investments for their budgets, but then storing and processing all of that data poses a challenge for IT teams. Comprehensive IT performance management is what keeps these analytical capabilities functioning at expected levels, not just sporadically.

All of the data used to assess marketing options, strategy and execution is part of an overall shift in the enterprise. There’s no reason not to apply the same principles to IT decisions in support of these marketing initiatives. With the increased reliance on e-commerce, brands fighting for customers must differentiate from competitors. Data-driven marketing helps companies invest more carefully, and their reliance on data isn’t slowing. IT teams at these companies need the right analytical platform to keep the systems storing, managing and serving-up all of the data performing optimally.

Better performance for happier customers

Increased e-commerce spending leads to higher traffic and purchasing activity, which calls for IT infrastructures that can support greater numbers and keep customers moving through the site quickly. Prices and other considerations are, of course, part of attracting customers. However, a website that performs is just as crucial. When pages load slowly or not at all, people spend their money elsewhere. Companies need to ensure their applications and overall infrastructure are always performing at peak levels before their target market goes to competitors who are more conscious of the consumer experience.

By relying on analytics and complex performance metrics to make IT decisions, businesses avoid downtime and other issues that frustrate customers.

With the holiday shopping season coming, keep your IT infrastructure moving as quickly as your business with infrastructure performance management from Virtual Instruments.