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© 2016 Imperva, Inc. All rights reserved.
State of E-Commerce Optimization
April 6, 2016
What Shoppers Think and What Ecommerce Teams Should Work On
© 2016 Imperva, Inc. All rights reserved.2
Speakers
Scott NeunerPrincipal, Cicero Group
sneuner@cicerogroup.com
Tim MatthewsVice President of Marketing, Incapsula
Tim@incapsula.com
© 2016 Imperva, Inc. All rights reserved.
State of E-Commerce Optimization
April 6, 2016
What Shoppers Think and What E-Commerce Teams Should Work On
© 2016 Imperva, Inc. All rights reserved.4
2015 E-Commerce Survey – What We Did and Why
• We wanted to compare how shoppers and website operators felt about the online shopping experience.
• Cicero Group was engaged to survey 250 US and Canadian eCommerce operators
• Incapsula surveyed over 4500 online consumers worldwide
5 © 2016 Imperva, Inc. All rights reserved.
A Slow Website Will Hurt Your Business.Here’s What We Found…
1
Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved.
© 2016 Imperva, Inc. All rights reserved.
5sec67% of users will leave and unlikely to return if it takes 5 seconds or more for your site to load
© 2016 Imperva, Inc. All rights reserved. Confidential7
Great Expectations
• 27% of online shoppers expect the site to load in 2 seconds or less
• 13% never coming back if site is not fast
• 51% expect mobile-compatible sites when shopping
© 2016 Imperva, Inc. All rights reserved. Confidential8
Slow Loading Websites Impact Online Revenues
Sources: Incapsula – How 5 Seconds Can Make a Better E-Commerce Site, Cicero Group
KISS Metrics - How Loading Time Affects Your Bottom Line, Aberdeen Group
Slower page response timeresults in increasedpage abandonment
PageAbandonmentIncrease as a Percentage.
50%
2 10864
Page load in seconds.
100%
A 1-second delay inpage-load time equals:
FewerPage Views Decrease
in CustomerSatisfaction
Loss inConversions
11%16% 7%
© 2016 Imperva, Inc. All rights reserved. Confidential10
Mobile-Friendly a Must
• More than 45% of all e-commerce is happening on mobile
• Yet, mobile compatibility lowest priority for e-commerce vendors
• Device-specific content delivery and mobile-optimized sites ensure fast loading times and maximum conversions
© 2016 Imperva, Inc. All rights reserved. Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved.
11
46%Abandon cart after 5 seconds
© 2016 Imperva, Inc. All rights reserved. Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved.
12
Slow Sites Mean Less Conversions
• Online shoppers’ #1 priority is to quickly navigate and shop
• Website loading time & Order Process Time more important than rich content
• Transaction time improvements yielded 36% higher conversions
© 2016 Imperva, Inc. All rights reserved. Confidential13
Availability slide
• Optimizing not alone• Availability also crucial
Fast. But Available?
© 2016 Imperva, Inc. All rights reserved. Confidential14
Downtime Costs Money
Sources: Ponemon Institute 2013 - Cost of Data Center Outages; Aberdeen Group – DR-as-a-Service, It Delivers
DR Services In-house DR
On average, the cost of an unplanned outage per minute is
likely to exceed almost$8,000 per incident
Minimum Median Mean Maximum$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$18,000
$573
$5,188 $5,617
$11,086
$939
$6,828 $7,908
$16,246
FY 2010 (n=41) FY 2013 (n=67)
Total cost per minute of an unplanned outage
Businesses with In-houseDR Solutions recover from
outages 3 times slowerthan those with DR Services
Time Spent Recovering from a Disaster
15 © 2016 Imperva, Inc. All rights reserved.
How You Can Meet Buyer Expectations2
Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved.
© 2016 Imperva, Inc. All rights reserved. Confidential16
E-Commerce Teams Unfamiliar with Tech That Can Help
43%Not Confident in their Familiarity
Familiarity with Load BalancingOverall sample, n=250
Not At All Famil-iar
Slightly Famil-iar
Moderately Familiar
Familiar Very Familiar
7%
12%
24%
36%
21%
Familiarity with a Content Delivery Network (CDN)Overall sample, n=250
53%Not Confident in their Familiarity
Not At All Famil-iar
Slightly Famil-iar
Moderately Familiar
Familiar Very Familiar
10%
15%
28%
32%
15%
© 2016 Imperva, Inc. All rights reserved. Confidential17
Content Delivery Network (CDN)
• Cache, optimize, and serve content
• Uses servers in closest physical proximity to website visitors.
• Avoids bottlenecks near the hosting server
• Speeds up data from cloud to end-user
© 2016 Imperva, Inc. All rights reserved. Confidential18
Static vs. Dynamic Content Caching
HTML files have a significant impact on• Page load time• Server load
HTML file received after 5 sec (!)Also heavy impact on server load
Most HTML files are actually Static
Incapsula developed algorithms that• Detect and cache static HTML files• Never cache dynamic HTML files
With Incapsula algorithms
© 2016 Imperva, Inc. All rights reserved. Confidential19
Device-Aware Content Delivery for Mobile
Incapsula CDN allows you to serve different content based on the device
• Desktop users want rich user experience
• Mobile users want simplified interface
• All users want fast, easy-to-navigate sites
© 2016 Imperva, Inc. All rights reserved. Confidential20
Full Control When You Need it
• Advanced caching algorithms for dynamic and static content
• Fine-grained caching controls– Custom, per resource caching policies– Instant cache purging
• Content optimization reduces data transferred (compression, minification, etc.)
• Networking optimization and smart handling of session connections accelerate traffic delivery
© 2016 Imperva, Inc. All rights reserved. Confidential21
How to Optimize Your SiteGranular Caching Rules
Instant Purging
Content and ConnectionOptimization
© 2016 Imperva, Inc. All rights reserved. Confidential22
Ensuring Availability with Load Balancing
• Spread traffic and workload across different servers within a network
• Increase overall computing efficiency – minimizing downtime and raising overall throughput and performance
• Speeds up data from server to cloud
© 2016 Imperva, Inc. All rights reserved. Confidential23
Load Balancing and Failover Advantages
• Cost effective scaling without an appliance or virtual appliance
• Supports any type of Web environment or equipment– Physical, virtual, on premise, cloud, etc.
• Flexible layer 7 load balancing algorithms – Least pending requests, least open connections, source IP hash
• Fastest layer 7 data center failover available– Not TTL Dependent
• Real-time website health monitoring
© 2016 Imperva, Inc. All rights reserved. Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved.
24
Rapid Growth requires Rapid Performance
• E-commerce estimated to nearly double by 2020*
• Users expect fast-loading, mobile-friendly sites
• E-commerce vendors should investigate CDNs and load balancing
• Better performance leads to more conversions and improved bottom line
© 2016 Imperva, Inc. All rights reserved.25
Want to Learn More?
Download theE-Commerce Survey
orsign up for a free 14 day trial
Contact us: ayra@incapsula.com
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