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End-to-End Website Optimization

September 13, 2016

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Welcome!

Connie QuachVP, Product Marketing@connie9888 | cquach@soasta.com

Mat BallProduct Marketing Manager@matball49 | mball@soasta.com

What we’ll cover

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Overview

• Market Trends

• Spotlight Companies Taking Bold Steps in Business Operations (#BizOps)

• How Data Science Techniques Can Be Advantageous for 2017 and Beyond!

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Let’s Jump In…

What’s the market doing?

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Market Trends and Stats

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Market Trends and Stats

• 100 stores closing, increased investment online• Double digit growth in online sales Q1 2016

“Our business is rapidly evolving in response to changes in the way customers are shopping across stores, desktops, tablets and smartphones…continue to invest in our business to focus on where the customer is headed…” – CEO Terry J. Lundgren

• 150+ hires in San Francisco digital center (2015)• Merge online and store merchandising and marketing teams

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Market Trends and Stats

• Investing ~ $1.5B in e-commerce in 2015, more in 2016• Online sales rose 11.8% last quarter

Every 1 second of load time improvement

2% conversion rate increase

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Market Trends and Stats

• Q1 revenue = $29.1B - highest sales growth in 4+ yrs• Projection - #1 U.S. apparel retailer by 2017

100ms improvement increased sales by 1%

$8.8M of increased sales per second(calculation based on ‘15 e-commerce rev of $88B)

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Industry Outlook

“As enterprise digital efforts transition…to more strategic business transformations, the need to bring the customer experience and IT performance together with business outcomes becomes paramount.” – Jason Bloomberg, President Intellyx

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Industry Outlook

“Customer obsession unmistakably boosts revenue…I&O pros are shifting from monitoring infrastructure SLAs to including a basic understanding of technology’s impact on end user experiences.”

– Milan Hanson, Forrester Research

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What’s trending?Silos breaking down:• People• Teams• BizOps

Continuous improvement from back-end to front-end.

Total focus on Customer Experience

User Experience

IT PerformanceBusiness Outcome

Company Spotlights

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Bold Steps to Improve Business Operations

#BizOps

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Optimization and performance:• CX + performance + business correlations – how to?• Early stages of RUM• Needed deeper analytics

Back-end to front-end coverage:• Back-end – APM solution• Front End - SOASTA mPulse• Establish performance and business metrics for visitors, continuously monitor results• Connecting Optimization and IT teams for performance improvements

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The Takeaways… “Gimme the goods!”

The Back-End:• Test early, often, realistically, in production• RUM (ALL user events) + perf testing• Connect performance and biz teams early

The Front-End:• Know your customer, establish metrics, SLAs• Continuous feedback = faster remediation• Connect teams over CX + performance

Check with your HR

✔

Data Science – 2017 and Beyond

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SOASTA Data Science, what’s in it for you?

• What-if…increasing page speed by .5 seconds resulted in $50K annually or 5x page views?

• Which pages are most impactful to my business?

• Would you like the ability to remediate marketing campaign issues in realtime?

“Yeaaaaah, so I’m gonna need you to make

promotional adjustments in realtime. Mmmkay?

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What-If? Conversion + Page Views + CX• Accurately predict potential gains from increase in page speed

• Conversion, revenue, page views, session length• Based on your entire user history + data science

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Which pages matter the MOST?• Which pages rank the highest for conversion, for activity?• Spearman’s rank correlation + ALL your user events• Workload prioritization

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Realtime Campaign Tracking and Remediation• Combines marketing and performance analytics in realtime• Identifies performance issues across device type, browser, geo…• Guides realtime remediation of IT performance issues via alerts

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Bringing it home…End-to-End Optimization

• Surround back and front-end, continuously measure / test / optimize

• When teams collaborate, online wins

• Data science is a critical piece to gain an advantage

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Thank you…For more, SOASTA is here!

Questions???

Contact SOASTA to see how your online performance stacks up…• info@soasta.com