Distributing content: the secrets to doing it well

Make sure your users never leave you again

Antonio Comelli
Marketing Officer @ THRON

Not long ago, Google highlighted a specific correlation between the response time of a website/page and the user abandonment rate. Indeed, the abandonment rate is over 25% when the response time of a website exceeds 4 seconds, and it increases dramatically towards 50% when it surpasses this. This happens to an even greater extent with those who are browsing from mobile devices and are used to having everything straight away: as soon as it goes over 3 seconds, 53% of users pack their bags and migrate to other platforms.

Finding themselves faced with website pages that take too long to load doesn’t just increase the impatience of visitors who are quick to say “goodbye”, being aware of the prolificacy of the web that awaits them “out there”. Instead, it is also incredibly harmful from a SEO point of view as search engines penalize these websites. If we then think about it from a business point of view, let’s not even go there: when we’re talking about an e-commerce store, more than 3 seconds loading time equals a loss of 40% of potential sales.

 

How can we retain our users?

 

Considering how digital transformation has revolutionized the way we interact and purchase, we can understand the importance of having particularly short response times if we want to ensure a homogeneous customer experience and service continuity in different environments. Indeed, there is a direct correlation between the experiences of users in terms of web performance and conversion rate.

But how can we solve such unpleasant situations? As the sole distributor of content, Internet is turning into a real connective tissue without any differences between online and offline anymore. Nowadays, there is not a single business that works without constant Internet support. For the connection to be optimized, valid devices are needed that make it fluid and not jerky. The same entrepreneurial success is now linked to the speed and quality of the connection, but this must be checked from the user’s side.

 

Measuring Web Performances: THRON’s example

 

How are web performances measured and optimized for the best customer experience? We spoke about this with Antonio Comelli, Marketing Officer for THRON, the Intelligent DAM.

 

Q: How does THRON guarantee the best web performances for companies who use it to archive and manage their content?

A: First of all, we have to take into consideration that THRON has been designed and distributed based on a cloud computing architecture with different “nodes”. Each of these is able to manage user requests independently. This means that the platform can automatically increase and decrease resources on the basis of load demand, making it scalable.

Delivery of content to the end user is accelerated by a CDN (Content Delivery Network) service that allows high-quality performances to be supplied, also for multimedia content (videos, audio, etc.). Our technicians have measured them according to the Real User Monitoring (RUM) method, simulating the performances that users are viewing on their computers at different connection speeds with real browsers. This has been done for the different geographic regions, taking into account parameters such as latency, bandwidth and playback quality. You can find the measurement reports at this link.  

We have tested it with video, which is the most complicated delivery case, and we have always encountered high overall performances. And this is also valid for China.

 

Q: In what way is it also valid for China?

A: The brands that use THRON don’t have to make any ICP activation requests to bypass the Great Firewall of China because the delivery of content takes advantage of THRON’s ICP license, which is already registered. This is a fast track to enter the Chinese market and deliver extremely high-performance content without worrying about running up against the obstacles represented by censorship and bureaucracy.

 

Q: What are the specific advantages of having an integrated content delivery?

A: We manage all types of content centrally. These can be distributed directly by the DAM system on any channel via a single multimedia player. This, in turn, allows for all shares on the various channels to be updated automatically in real time. Features such as the dynamic image cropping and dynamic streaming allow for the message at the final touchpoint (web, mobile, e-commerce) to be adapted without having to prepare several versions or worry about the end result.

In this way, you can distribute and share your content anywhere in the world with the best performances possible. This includes saving a considerable amount of time that you would otherwise have spent updating every single channel. It also favors brand consistency given that the message conveyed is always presented in a uniform manner. Without service interruptions and with a fluid connection, your user engagement increases exponentially.