Measuring Candidate Websites: Performance Matters
November 04, 2015

Ann Ruckstuhl

Share this

For performance-driven enterprises, a single metric that captures the entire user experience on a website has long been sought but remained elusive. Online businesses especially would benefit from such a metric, because it could help them determine the best way to optimize their sites and, as a result, increase revenue.

Consumers would benefit as well. SOASTA recently conducted a survey evaluating consumer attitudes about website performance indices. The survey found that 70% of Americans' browsing behavior would be affected if websites had performance "grades."

SOASTA launched a new index called the Consumer Performance Index (CPI), and our first use case: a benchmark study of presidential candidates' websites.

We're off to an interesting start — we evaluated visitor engagement on presidential candidates' websites, generating CPI rankings providing a directional view of how presidential candidates' websites engage potential voters. We learned that website performance matters to American voters.

Donald Trump's website had the highest CPI score with a rating of 88 — meaning that, from a performance perspective, it has the highest level of user engagement. Bernie Sanders' website followed with a rating of 87. Hillary Clinton's website came in fourth with a score of 85.5, behind the website of John Kasich (86.8). And, despite her background as a tech CEO, Carly Fiorina's website came in seventh with a rating of 85.1. Jeb Bush's website came in last, with a CPI score of 77.

This is significant because we were able to evaluate the extent to which the strength of presidential candidates' websites affects voter opinion. The answer is: quite a bit. More than three in five (63 percent specifically) of Americans said that, when visiting campaign sites, their support for presidential candidates would be negatively impacted by too many requests for information and/or donations, and an equal number (63 percent) would be put off by website issues. Only 35 percent said they'd be put off if a candidate wasn't speaking to their particular needs and concerns.

Other intriguing findings:

■ 28 percent of Americans would be put off by a website that looks outdated.

■ This percentage increases with Millennials. Some 40 percent say that an outdated-looking website would negatively affect their support for a presidential hopeful.

■ 52 percent of Americans say they'd be put off if the content of a candidate's website is not clear.

Knowing that optimizing presidential candidate websites correlates to increased engagement, these findings suggest that candidates with lower CPI scores could benefit from working on the performance of their websites.

People often underestimate the value of an orderly, well-functioning website. These results speak to that. When people visit a website and have a negative experience, it affects how they perceive the brand or, in this case, the candidate. Web and mobile app performance matters now more than ever before, and it's critical that sites have real-time visibility into the user experience.

Ann Ruckstuhl is CMO of SOASTA.

Share this

The Latest

April 15, 2024

Organizations recognize the value of observability, but only 10% of them are actually practicing full observability of their applications and infrastructure. This is among the key findings from the recently completed 2024 Observability Pulse Survey and Report ...

April 11, 2024

Businesses must adopt a comprehensive Internet Performance Monitoring (IPM) strategy, says Enterprise Management Associates (EMA), a leading IT analyst research firm. This strategy is crucial to bridge the significant observability gap within today's complex IT infrastructures. The recommendation is particularly timely, given that 99% of enterprises are expanding their use of the Internet as a primary connectivity conduit while facing challenges due to the inefficiency of multiple, disjointed monitoring tools, according to Modern Enterprises Must Boost Observability with Internet Performance Monitoring, a new report from EMA and Catchpoint ...

April 10, 2024

Choosing the right approach is critical with cloud monitoring in hybrid environments. Otherwise, you may drive up costs with features you don’t need and risk diminishing the visibility of your on-premises IT ...

April 09, 2024

Consumers ranked the marketing strategies and missteps that most significantly impact brand trust, which 73% say is their biggest motivator to share first-party data, according to The Rules of the Marketing Game, a 2023 report from Pantheon ...

April 08, 2024

Digital experience monitoring is the practice of monitoring and analyzing the complete digital user journey of your applications, websites, APIs, and other digital services. It involves tracking the performance of your web application from the perspective of the end user, providing detailed insights on user experience, app performance, and customer satisfaction ...

April 04, 2024
Modern organizations race to launch their high-quality cloud applications as soon as possible. On the other hand, time to market also plays an essential role in determining the application's success. However, without effective testing, it's hard to be confident in the final product ...
April 03, 2024

Enterprises are experiencing a 13% year-over-year increase in customer-facing incidents, reflecting rising levels of complexity and risk as businesses drive operational transformation at scale, according to the 2024 State of Digital Operations study from PagerDuty ...

April 02, 2024

According to Grafana Labs' 2024 Observability Survey, it doesn't matter what industry a company is in or the number of employees they have, the truth is: the more mature their observability practices are, the more time and money they save. From AI to OpenTelemetry — here are four key takeaways from this year's report ...

April 01, 2024

In an age where technology evolves at a breakneck pace, it's crucial to explore how AI assistants can revolutionize our work processes and daily lives, ultimately enhancing overall performance ...

March 28, 2024

Nearly all (99%) globa IT decision makers, regardless of region or industry, recognize generative AI's (GenAI) transformative potential to influence change within their organizations, according to The Elastic Generative AI Report ...