Avoiding the damage of a website crash

The recent website crash experienced by Virgin Money Giving has already proven to be a very expensive mistake by the brand.

Even temporarily ignoring the financial aspect, in the short-term it prevented friends, colleagues, and relatives from personally supporting those who were running.

In the long term, it could potentially have far-reaching consequences for one of the most trusted and successful British brands.

Building a website that is fit for purpose is a marathon, not a sprint. Much like the event itself, 99% of the work is done beforehand to make sure it is ready when needed.

So how can brands and marketers ensure they don’t fall foul of site set-up?

Here are five key steps to take you through the process:

The end:

Any brand or business knows well in advance when its busiest day is going to be.

The schedule:

Like any building project, having a clear plan of what is happening when, how and by whom is key – and it needs to have a direct line of sight both to the next step in the chain and the end of the project.

The support:

Much like a marathon, website building goes far beyond the area that is doing the work on the big day.

The final check:

The most important aspect of website and app load testing is to set and test for the maximum amount of anticipated traffic, plus and additional margin based on past data.

The back-up plan:

If an outage does occur, marketing teams should have a communication plan in place for their visitors and customers. They need to promptly communicate when and why a service degradation occurs, and what steps are being taken to resolve it.