But have we come to rely on it too much?
What’s your Black Friday website going to look like? Will it be as fast as the current version? Will it be as resilient? What will happen when large numbers of customers, hungry for a bargain, start responding to your promotions?
In the rush to get Black Friday promotions ready in time, it’s easy to overlook something that most organisations take for granted for the rest of the year: that the website will work.
If this is something you haven’t addressed yet, it’s not (quite) too late.
Here are a few things you can do to make sure you’re open for business when it matters most.
The world of web performance is in many ways a very technical one. It’s niche, specialised. It’s technical people tinkering with code.
To some extent, this is all true. But it’s not – or shouldn’t be – the whole truth.
When we’re busy working on ways to make web pages load faster, it’s important not to lose sight of why we’re doing it. Most of the time, we’re helping organisations to make more sales. And that makes it something that marketing departments should care about.
So we thought we’d highlight a few things about web performance that we think every marketer should know.