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SOA & WOA: Article

How to Monitor the Web Performance of Your Competition

Outages on your site can mean customers will quite happily latch on to the nearest competitor

You can spend MILLIONS every year improving and maintaining your application, but if you have no insight into your competition how do you know your place in the market and if all that investment has been worthwhile?

"If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle." - Sun Tzu, "The Art of War"

Despite being over 2000 years old, "The Art of War" is still referenced in military, financial and business strategies. With a particular focus on eCommerce, the importance of understanding your own strengths/weaknesses as well as that of your enemy (competition) from a Technology standpoint is more crucial than ever. As evident here, PwC reports top performing companies are already doing this.

Companies are spending hundreds of millions to gain market share and 25% of them don't even count Brand Loyalty a determining factor in making a buying decision anymore. With that in mind, outages on your site can mean customers will quite happily latch on to the nearest competitor and continue their purchase elsewhere.

Users will not wait around to buy from you, they will go elsewhere

Know your Enemy!
Are they having issues?

There are a few popular reasons why an application might run into performance issues; a new release, increased usage or even cyber-attacks. Setting up alerting with Last Mile/Client-side agents like Compuware APM against your rival's application is a great way to detect if they are having a slow experience, seeing intermittent errors or if their users are not able access the site at all! (The Last Mile network is made up of users who have offered their machines to join the Compuware testing network and let customers run test scripts from their location/browser.) This allows you to do two key things:

  1. Be prepared. As discussed above, users having a bad experience on one site are very likely to visit another with the same offering.  Alerts generated at this time can be used to make preparations for the very probable increase in traffic that you are about to receive.
  2. Sweeten the deal. If users are on their way out because of having a bad experience, this is a good time to put some attractive offers up and seal the deal with some new customers.

For further insight into tracking your competition click here for the full article

More Stories By Alistair Emslie

Alistair Emslie has been with Compuware for two years helping users get maximum value from Compuware's APMaaS (Application Performance Management as a Service) offering. He works for the UK Field Technical Team and focuses on using Compuware’s services to enrich business and sales strategies by working closely with customers throughout the engagement

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