The Need for Speed: Optimising your users’ eCommerce experience with performance

David Zuanelli, EMEA Director of APM Solutions David.Zuanelli@Compuware.com

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