10 Ways your Application Performance Impacts the Business Success
Cameron Haight, Research VP, IT Operations, Gartner, “Applications are the technology engine of an increasingly digital business world.” According to her, when the engine behaves abnormally, it can disrupt the business world. Applications should therefore be monitored permanently for recurring bottlenecks. These bottlenecks should then be isolated and resolved delivering a much better user experience to users.
The revenue, growth and brand image of your digital business depends on how well your web mobile applications are performing. These are times where user experience defines the success of any app. Minimizing every shortcoming in your application’s performance against industry’s best practices can significantly boost the Return on Investment (ROI).
Here is a list of 10 factors get affected when the application performance is not as desired.
Customer Experience
Reaffirming consistent user experience 365/24/7 to your customers on Cloud, Mobile and other devices is not an easy task. Users won’t take it lightly when it comes to reacting to minor functional, visual, performance, data oriented or security related glitches. Often we come across unrelated marketing ads, page time-out errors, broken media files, faulty path URLs etc.
Customer Retention
There may be 20 different scripts running on your application to sync the data from API, 3rd party data, analytics and other marketing tags. Users often abandon site for the reason that it doesn’t load in less than 3-5 seconds flat. Not only they stop at abandoning your app, but also may damage your brand image socially via social networks.
Business Transactions
Every abandoned transaction due to poor page loading performance or broken URL visit means not only a direct revenue loss for your business, but also a straightforward boost to our competitors. Our hard work and cost spent on advertisements or campaigns get nulled.
Conversion Rate
An average visitor visits 22 different websites and apps before finalizing their travel plan. If this is how complex your campaign flow and app traffic are meant to be, then your app needs to be monitored from a 360 degree perspective. Intrusive cookies or inline ads or sponsored ads might simply affect your conversions.
Revenue
How can we tackle the global phenomenon of 78% shopping card abandonment? Application performance monitoring (APM) is the way to go with a granular level monitoring of how the app behaves, online user behavior changes under normal and traffic peaks.
Brand Reputation
Online reputation management of brand image can make or break the success of businesses. Unless you monitor the customers’ sentiments about your businesses in real-time, you will not be in a position to take corrective actions against online brand damage at a later time. Proactive approach works better than a reactive mode here. Application Monitoring on web, mobile and other devices in real time could save some trouble.
Competitiveness
Whether we admit or not, competition is ready to topple our business the moment we stop impressing our customers. Because, we are just one option for the customer to buy from. Application monitoring in real time provides a lot of valuable insights. Failing to capitalize them will only give our competitors an edge.
Productivity
Whether your application is developed in house or through extended distributed computing teams across the world, it does take an army of people who invest weeks and months of productivity in running the application to serve your customers. The DevOps team with necessary strategies such as fall back instances and closer monitoring insights can better protect the total productivity loss that comes with any incidents.
Brand perception
Social media is a double edged sword when it is effectively used for growing a business and engaging with customers online. Voice of customers in this digital social channels can signal not only current customers and potential customers, but also alerts our competitors to take clues on what works well and not. While brands are powerless in getting away with customers’ public tweets and status messages, only Application monitoring can help to alert stakeholders and troubleshoot issues.
Quality Service
Your ticketing systems, live chat software, contact us page inquiries and action via support email inquiries can offer superior customer service. Interconnectivity and integral functionality of these applications along with the front-end systems can keep the service quality excellence.
