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New research from TrafficDefender has found that 86 percent of consumers would rather queue to buy a product online than have a website crash.

The research also found that nearly half of consumers have missed out on buying a product because of a website crashing in a sale event such as Black Friday, but 47 percent would have been prepared to wait more than three minutes if there had been a queuing system in place.

Website downtime is one of the main business continuity threats to online retailers and if consumers are willing to accept short queue times, this offers another option for traffic management.

Jeremy Gidlow, CEO of TrafficDefender’s parent brand, Intechnica, said: “Needless to say, besides the threat of losing out on millions of sales, it’s embarrassing for a retailer to have its website go down. Our recent research revealed that almost nine out of ten of consumers would rather queue to buy a product on a website than have the website completely crash.

“TrafficDefender averts disasters like this by automatically directing any overflow of visitors into a queue. This prevents any critical performance issues so that existing visitors can remain on the website as normal, and queuing customers will be informed of their expected waiting time, thus improving the customer experience.”

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