As Allan Graham puts it, “When it comes to availability, Web site operators should take a page from Yogi Berra’s playbook. When asked whether he would be dining at a famous restaurant, the legendary Yankee catcher said, “Nobody goes there anymore. It’s too crowded.” Likewise, if your Web site is too crowded with volume it can’t handle, or suffers downtime for any reason, the “e” portion of your business is quickly closed.”
So, how does downtime really affect large websites such as Mixx, Facebook, Twitter and others? Are friendly error pages “friendly” enough to conceal those errors? What are the direct and indirect costs of such inconveniencing errors? And what can be done in order to avoid or at least just contain the damage done?
The Direct and Indirect Costs of Website Downtime:
- The direct costs mainly effect the employees’ performance levels, extra developers overtime hours to fix the issue and might lead to losses in sales and overall productivity.
- The indirect costs is mainly the effect on the client, since this incident might drive him/her to use an alternative competitor instead, which in turn leads to loss of current and potential customers.
Actions to be Taken:
- Ask your “geeky” server admins to implement all possible available methods to prevent such occurrences starting from caching, to on the spot monitoring, auditing and instant alerts – here is a link to a list of 420 website testing tools that might help them do their job better!
- As Good Marketing Ideas Article suggests, contact clients in the case of a downtime and use this issue to your advantage for marketing and keeping clients engaged. We further advise that you keep clients active and aware of what’s going on through Twitter and Facebook.
- In more efforts to keep clients captivated, we also suggest that you utilize this free time (for you and your clients) to create offsite discussions and forums about features or improvements and obtain client feedback during the time your users want to use your service but are unable to do so.
So, finally, the question I’d like to ask you is: Do you think technology is holding the internet back?