Improve App Download Completion Rates By Knowing Your Download Network
Do you know the performance of your download network? It’s important for application publishers to understand how their delivery network is helping or hurting their download completion rates. Often end users’ internet speed is thought to be the only factor in the speed of downloads to the user’s desktop. However, the network outside of users’ internet service providers can also greatly affect performance. Generally the greater the distance between your downloads and end users, the greater chance for high levels of latency which translate to slower download speeds and lower completion rates.
According to a 2009 study completed by Gomez Inc. a slowdown in web response time from 2 to 10 seconds caused abandonment to increase by 38%. This effect is similar to customers walking into a restaurant only to find the wait time is too long which prompts them to take their business elsewhere. On the internet this effect is amplified further by the fact that users have so many other engagement points readily available. For application publishers losing customers to lack of speed is simply not acceptable.
So how can you ensure a fast download experience and high completion rates? Make sure your download network utilizes CDN (content delivery network) technology. CDN providers place your content in geographically distributed locations decreasing the distance between downloads and users. By distributing the content, customer download requests have less distance to travel, which reduces latency, increases download speeds and completion rates.
Publishers who utilize W3i’s IntstallIQ platform by default, experience the benefits of CDN technology through W3i’s partnership with Limelight Networks. Limelight’s advanced global computing platform distributes W3i’s publisher’s files among 900 access points worldwide ensuring users have the fastest route possible to their content. In addition to providing the fast downloads, the distributed network also provides layers of redundancy should a particular data center or network become unavailable. Best of all, W3i provides the use of its CDN to all its publishers at no additional cost. Publishers not only enjoy InstallIQ’s monetization capabilities but also rest assured that their content is being delivered via one of the most advanced content download networks available today for optimized download completion rates.
Jeff Bollinger, VP of Information Systems, W3i, LLC
Jeff is W3i’s Information Systems’ leader with over 7 years of IT experience. He is a firm believer in Agile and Lean development principles.
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