Today, we live in the information era flooded with easily accessible data available to anyone with a computer and internet connection. The emergence of internet has affected the way companies market and sell products and services to the consumers, creating a new type of market called eCommerce or web market. The size of web market is increasing constantly and customer diversity is also expanding in the web market since there are no geographical boundaries, operating hours, or distance in the internet. Consumers can obtain access to products and services from the comfort of their homes or offices with just a few clicks of the mouse and have the products delivered right to their door steps. However, on the flip side, the number of competition in internet can reach infinite number since any competing company can create a website that offers the same services and products and reach the same customer base. Because of this nature of the internet, a new set of objectives is needed to succeed in e-business.

Let’s take a look at one objective that must be pursued by all web-enabled company to succeed in e-commerce: “How to Maintain Website Visitors”. Web site visitors are valuable for every internet enabled companies and public organizations because they represent the potential customers. More visitors typically translate to more revenue and market exposure and getting the visitors to continue to come back to the website is critical for the success of the e-business since the customer can easily go to a competing site if they are ever dissatisfied with the website.

There are various ways to maintain website visitors. One way might be to increase customer appeal by providing attractive and user friendly website. A more traditional method might be to offer lower price compared to competition through promotion and sales. In terms of business criticality, factor that effects most website visitors but is often overlooked is Web System Performance Management. According to Boston Consulting Group, four out of five internet shoppers have experienced website performance problem while they purchased products or services through an e-commerce website. Among them, 25% never bought the same product again through the online shopping mall that they experience performance problems and 23% never used that site again. This means that web-enabled companies cannot maintain its customer base if it has performance problem within their website; website performance management must be one of main objective for any web enabled companies.

In order to ensure optimal web system performance and customer satisfaction, Application Performance Management (APM) solution is necessary. Until now, website have been managed manually by administrators with minimal system management tools but this is no longer practical as today’s multi-layered web system is too big and complicated to be managed manually. An excellent APM solution can be an effective tool in web system management since it can monitor website for any performance problem and aid in creating a solution in real-time. However, most web system administrators don’t think about APM solutions carefully in spite of its effectiveness. Meta Group research indicates that only 5-7% of web-enabled companies monitor their web site performance and response time using APM solutions. The report from Meta Group emphasizes that companies need to focus more on web system performance management since a company’s sales, productivity and brand image can be damaged by ill-performing web application. Companies need to set a unified monitoring plan of web application to avoid processes and technology that results in negative impacts on distributed system environment and ensure customer satisfaction.

However, Web-enabled companies in US often sit back and just stick to existing business practices because of fear of possible failure of ROI after implementing the APM solution. Web companies today can be compared to a herd of Zebras crossing the river, they are all waiting for someone to cross the river first, so that they can make sure it’s safe to cross. Unfortunately, APM solutions have not established a solid foundation yet in US despite its proven effectiveness. It’s because APM market is still in its developing stage and need more time to fully mature. As web service is more commercialized and become more sophisticated, “performance guarantee” will be a requirement for customer satisfaction. The inevitable time for APM to shine is approaching. APM will serve as a new standard to provide quality web services to the customers.

Jason Hong
Sales Manager