shopzilla's site redo - you get what you measure presentation
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Shopzilla Site Redesign – We get what we measure
Phil Dixon, VP Engineering
Velocity 2009
June 23rd, 2009 | Velocity 2009
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Shopzilla, Inc. - Online Shopping Network
100M impressions/day
20-29M UV’s per Month
8,000+searches per second
100M+Products
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Background• In 2000, the business was simple - bizrate.com in the US
• Co-brands, API and shopzilla.com
• Multivariate testing, Europe and multiple data centers
• Always in a rush
• Difficult to change, differentiate
• Site had become slow between 4-6 second page loads
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Our Build Approach
• Start over, stay simple
• Build 2 weeks at a time, deliver every page ASAP
• Manage risk by managing exposure
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Shopzilla Site Technology Overview
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Anatomy of a Page Request
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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digitalcameras.bizrate.com – Server Side
SessionizationTaxonomy
KeywordTaxonomy
SEO ContentProduct Search
AttributionUser Content
Category SearchSponsored Links
Search Log 1Product Reviews
User ContentSEO ContentSearch Log 2SEO Content
TaxonomyRelated Searches
Product DetailsRelated Searches
BannerBanner
AttributionBannerBannerBannerBannerBanner
Access Log 1Access Log 2
0 25 50 75 100 125 150 175 200 225 250
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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SLA’s – Key to High Performance
• 650ms server side
• 1.5s user experience
• At the 95th percentile
• Under peak loads
• 0% error rate
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Banners; 19%
Images; 30%
Other; 51%
Most Performance Gains in the Browser
Server Response Time
Rest of the Page
Images to non-cookie domain resulted in
0.5% top line revenue increase!
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Can you spot our release dates?
June 1, 2008 November 30, 2008
7/1/2008 10/1/2008
7/1/2008Released remaining
shopzilla.com pages
11/17/2008bizrate.com full
site launch
11/3/2008bizrate.com launched to
40% of traffic10/13/2008Released 100% traffic
shopzilla.com
shopzilla.com 10/13/08
bizrate.com 10/17/08
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Gratuitous Graph Slide
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Yeah, yeah… but did we make money?
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Site conversion rates increased 7-12%
Revenue = sessions x conversion % x CPC
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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9/1/
2008
9/5/
2008
9/9/
2008
9/13
/200
89/
17/2
008
9/21
/200
89/
25/2
008
9/29
/200
810
/3/2
008
10/7
/200
810
/11/
2008
10/1
5/20
0810
/19/
2008
10/2
3/20
0810
/27/
2008
10/3
1/20
0811
/4/2
008
11/8
/200
811
/12/
2008
11/1
6/20
0811
/20/
2008
11/2
4/20
0811
/28/
2008
84.00%
86.00%
88.00%
90.00%
92.00%
94.00%
96.00%
98.00%
100.00%
Sessions to Google Clicks Ratio
Bizrate
Shopzilla
Performance Impacts Abandonment
June 1, 2008 November 30, 2008
7/1/2008 10/1/2008
7/1/2008Released remaining
shopzilla.com pages
11/17/2008bizrate.com full
site launch
11/3/2008bizrate.com launched to
40% of traffic10/13/2008Released 100% traffic
shopzilla.com
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Performance Penalties & bizrate.co.uk
~120% SEMSessions
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Performance Summary
• Conversion Rate +7% - 12%
• Page View’s +25%
• US SEM Sessions +8%
• Bizrate.co.uk SEM Sessions +120%
• Infrastructure Required (US) -50% (200 vs 402 nodes)
• Availability 99.71% 99.94%
• Product Velocity +225%
• Release Cost $1,000’s $80
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Is Performance Worth The Expense?
YES!
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Key Decision: Refactor or Rebuild
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Simplicity, Speed and Qualityare design decisions
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Performance Gain Can Be Unexpected
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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We Get What We Measure
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Lots More To Come
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
Thank You!
Blog: tech.shopzilla.com
Email: velocity@shopzilla.com
Jobs: jobs.shopzilla.com
June 23rd, 2009 | Velocity 2009
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