conversion12-david zuanelli-emea
TRANSCRIPT
The Need for Speed: Optimising your users’ eCommerce experience with performance
David Zuanelli, EMEA Director of APM Solutions [email protected]
Macro Trends Driving Business Success on the Web
Applications are the Business Today
I want change!
I want stability!
Development Operations
Business I want competitive advantage!
Explosion of End User Choice
User Expectations Have Risen Ability to Do More With Less
What’s Shaping the Online Experience
Capabilities
Consumers
How People Access the Web is Changing
Capability
Mobility
Low
High
Low High
Return of the Tablet
Browser Diversity
Push Toward Greater Customization
Content is Increasingly Aggregated
3rd Party Services Used by Retailers
Who Uses Tablets & What Kind?
Tablet Users Expectations are High
Tablet Users Expectations are High
Organizations commonly deliver poor web experiences to their customers using tablets.
Web & Mobile Site Performance Impacts Business Results • 49% of users who experience performance issues when completing a transaction will either abandon the site or switch to a competitor
• 77% of these will share negative experiences with others
• 52% of users are unlikely to return to a site they trouble accessing on their phone
• 40% said they would likely visit a competitor site instead
Social media allows uses to voice & record
their frustration in real-time, negatively
impacting revenue and brand equity
Customer Experience Drives Profits
-11%
-7%
-16% -18%
-16%
-14%
-12%
-10%
-8%
-6%
-4%
-2%
0%
The Business Impact of Poor Website Performance
Average impact of 1 second delay in response time for Web users
*Online business doing $100K/day = $2.5M/year in lost revenue
• Lost revenues* • Brand damage • More support calls • Increase costs • LOB dissatisfaction with IT
Page Views Conversions Customer
Satisfaction
Conversation Rate Increases When Page Load Time Drops
*Source: Gomez real user monitoring data, 33 major retailers, 3 million page views, search transaction
Cloud
Private Public Local ISP
Mobile Carrier
Browsers
Devices
Major ISP
Content Delivery Networks
3rd Party/ Cloud Services
Customers
Employees (via WAN)
The Application Delivery Chain
Its Difficult to Deliver Quality Web & Mobile Experiences
Employees
Mainframe
Storage
Data Center
Web Services
Mobile Components
Web Servers
App Servers
DB Servers
Load Balancers
WAN Optimisation
Virtual/Physical Environment
Network
Traditional Approach
DB Network Server
…user is happy
Cloud
Private Public Local ISP
Mobile Carrier
Browsers
Devices
Major ISP
Content Delivery Networks
3rd Party/ Cloud Services
Customers
Employees (via WAN)
Employees
Mainframe
Storage
Data Center
Web Services
Mobile Components
Web Servers
App Servers
DB Servers
Load Balancers
WAN Optimisation
Virtual/Physical Environment
Network
The Application Delivery Chain
• Network peering problems
• Outages
• Inconsistent geo performance
• Bad performance under load
• Blocking content delivery
• Configuration issues • Oversubscribed POP • Poor routing optimisation • Low cache hit rate
• Network peering problems
• Bandwidth throttling
• Inconsistent connectivity
• Poorly performing JavaScript
• Browser/ device incompatibility
• Pages too big • Low cache
hit rate
• Network resource shortage
• Faulty content transcoding
• SMS routing / latency issues
• Poorly performing Java or .NET methods
• Slow SQL or Web services transactions
• Server performance
• Network problems
• Bandwidth contention
• Improper load balancing
• Resource contention
• Capacity issues • Slow bursting
Traditional Approach
DB Network Server
…user is NOT happy
Its Difficult to Deliver Quality Web & Mobile Experiences
Gap: Not Considering End User Experience from the Last Mile
Backbone • Clean room
environment • Measured using global
Internet Backbone
Last Mile • End user desktops • Measured using local
ISP and end user location
Top Retailer - Backbone
Top Retailer – Last Mile
Top Retailer Response Time • Last Mile: 8 sec • Internet Backbone: 2 sec
Application Content is Increasingly Distributed
eCommerce has no boarders
Measure Your Customer Experience By Region
Milan 3.4 Seconds
Prague 2.7 Seconds
Helsinki 4.1 Seconds
Frankfurt 4.3 Seconds
Madrid 6.8 Seconds
London 8.2 Seconds
How is your conversion rate impacted by Website response time?
Paris 4.3 Seconds
Major Difference In Mobile Vs Performance
iPad 3.2 - 18.7 sec.
Firefox 3.6.3 - 6.5 sec.
Internet Explorer 7.0 - 9.8 sec. iPhone - 43.0 sec.
“Full website” performance tested on mobile browsers using WiFi
Represent the “Voice” of the Customer
Local ISP
Mobile Carrier
Browsers
Devices
Customers
Employees
Your Datacentre
Realise the Impact of Design on Performance
0
50
100
150
200
250
300
Size (MB)
Old Application
New Application
When in Doubt: Benchmarking Provides Context
0 2 4 6 8
Homepage Response Time in Seconds
Your homepage currently downloads in 5 seconds on average.
How do you feel about that?
Before some recent hardware upgrades, it downloaded in 7 seconds on average.
Now how do you feel?
Your competitors’ homepages all download in 3 seconds on average.
Now how do you feel?
Context provides a basis for decision-making and prioritization.
Website Performance Compared To The Competition
Industry Response
Time (sec)
Availability
Retail 2.31 99.88%
Banking 3.30 99.85%
Media 4.98 99.88%
Travel -
Airlines
3.55 99.90%
Source: Gomez November 2009 U.S. Benchmark Data
How fast is fast enough-- in your industry, for your business & your customers?
All industries aren’t the same
How do you rank?
Adopt The “One Web” Application Performance Management Philosophy
• What constitutes mobile?
• Web & mobile sites & applications often share infrastructure & web services
• Important to leverage established and common best practices, metrics and technologies for both mobile and web channels
– Garner operational efficiencies
– Identify mobile specific problems, web specific problems or both across the entire web application delivery chain – from device to datacenter
iPad & Safari
Windows 7 & Chrome iPhone App iPhone & Safari
Tailor Web Experiences to the End User Preference
Establish Shared Goals, Metrics, and Actions
End-Users
Technology Owners
Business Owners
Fully realized potential
Aim for Continuous Improvement
L E V E L 5
P E R V A S I V E
• Active management of the application delivery chain
• Real-time visibility used to orchestrate service delivery
• Leverage “collective intelligence” across the internet
L E V E L 4
O P T I M I Z E D
• Broad EUE visibility and deep dive diagnostics across app delivery chain
• Automation of problem analysis and diagnosis
• Initiatives prioritized based on business impact with deep root cause insight
L E V E L 3
E F F E C T I V E
• EUE & transaction visibility across the app delivery chain
• Accelerated problem resolution via deep-dive diagnostics
• Problems prioritized by business impact
L E V E L 2
A W A R E
• Basic awareness of EUE app performance
• Can identify problems, but root-cause analysis takes too long
• Performance baselined and trends tracked
L E V E L 1
R E A C T I V E
• Limited awareness of end-user experience (EUE) app performance
• Reactive problem resolution and frequent war rooms
• Technology-centric, element-level visibility
EUE Visibility
Prioritise by Business
Impact
Optimise App & IT
Performance
Business Agility and
Competitive Edge
TMore Things Change…the More they Stay the Same
Thank You!
Compuware Customers Enjoy Measurable Benefits
Reduced downtime 45%
Reduced seven-step transaction time by 50%
Increased conversions 10%
Validated decision to consolidate three data centers
Achieved under 3 second response time and 99%+ availability
Reduced homepage load time from 11.3 seconds to 3.4 seconds
Improved page load times 23%
Saved 50%+ in staff and fees
For more information visit Compuware.com or contact us on 01628 611 167