Steps You Can Take to a Flawless Holiday Season

Panelists

• eCommerce and customer experience – what are we overlooking?

• The Digital Performance Platform

• Things you can (still) do to ensure a flawless holiday season

• Things you should do every season

Agenda

eCommerce is a growing component of total retail sales

…with an even greater impact on in-store sales

• Personalization• Loyalty programs• Connected stores• BOPIS

Digital is critical to retailers’ strategic initiatives…

…and deeply embedded in the customer experience

Customer experience quality influences whether consumers will purchase from

you…

1to1 Media June 2016

17.7%

Influences somewhat

Influences a lot

58%

..and customer experience is directly affected by Digital Experience

• Shoppers demand good digital experience

• 75% of adults...• 81% of millennials…• Would ABANDON a slow/buggy site

or app and SHOP ELSEWHERE!

• YIKES! 42% of respondents – 51% of millennials – would complain on social media

• Nearly 50% of respondents would “leave” and shop elsewhere if a site/app fails to load in…

• 1...2…3 seconds!

• Does web site or app response time satisfy?

• Is response time consistent?• Can the shopper complete

the transaction without encountering failed actions?

• Is the experience positive across all digital channels?

Digital experience is “table stakes”

Digital Experience directly affects conversions

“Going Beyond Page Load Speed” Dynatrace 2016

• Omnichannel, customer experience responsive design

• Rapid innovation agile development, continuous delivery

• eCommerce efficiency and responsiveness cloud migration, content delivery

• Affiliations (ads, supply chain, payments, product reviews) third-party connections

Business strategy drives IT strategy, as it should…

All of these affect the Digital Experience

The Digital Business Owner:

The IT Manager:

Isn’t Digital Experience within the responsibility of IT?

Shouldn’t the business balance the tradeoff between digital experience and other objectives?

Who is minding the impact on Digital Experience?

• Mobile growth led to capacity issues• Responsive design led to slower response

times on web and mobile• The average number of third party

connections increased and so did response times, while availability went down

• Bad things happened when un(performance)tested changes were put into production

• When problems occurred, retailers had difficulty finding and fixing them quickly

…Because during the 2015 holiday shopping season, the tradeoff was real

• It starts and ends with the customer experience – not the app, or the web site, or the channel

• Business innovation is continuous, so digital experience assurance must be too

• It’s about preventing problems, not just reacting

• Gap-free visibility is essential – for all the stakeholders

Here’s what we believe

Customer Experience

Continuous Delivery

Application Performanc

e

Successful digital businesses master 3 disciplines…

Understand and optimize the experience they deliver, anywhere, anytime

Complete visibility across the delivery chain

Continuously deliver new digital

capabilities

Increases sales & engagement

SimplifiesOperations

Speeds up Innovation

…across the entire digital delivery chain, all the way to the customer and back

Increased Salesand Engagement

OperationalExcellence

InnovationAcceleration

THE EXPERIENCE VALUE CHAIN

011001010010011001001

Application Code

Public and Private Cloud

CDNs

Web APIs

Users and Devices

Internet Applications & Code

Data Center & Networks

The Digital PerformancePlatformMakes real-time information about digital services, and their users, visible and actionable by everyone in an organization

Gain strategicinsights

Increaseconversions& revenue

ImproveMTTR &

MTBF

Optimizespend

Deliver on user sat &

SLAs

Improvereleasequality

Reduceunplanned

work

Releasecapabilities

faster

Keep up with the pace of change

Uncover new business insights

Identify and prevent problems

Protect & grow brand

DigitalBusinessOwner

Development Operations

UnifiedUser & App

Insights

Increased salesand engagement

OperationalexcellenceInnovation

acceleration

UnifiedUser & App

Insights

Unifieduser & app

insights

30% faster checkout

1,800% spike in trafficNo bottleneck

66% hardware savings30% faster web site

10x release frequency increase reduced MTTR by 90%

Gain StrategicInsights

IncreaseConversions& Revenue

UnifiedUser & App

Insights

ImproveMTTR &

MTBF

OptimizeSpend

Deliver on user sat &

SLAs

Improvereleasequality

Reduceunplanned

work

Releasecapabilities

faster

Keep up with the pace of change

Uncover new business insights

Identify and prevent problems

Protect & Grow Brand

DigitalBusinessOwner

Development Operations

UnifiedUser & App

Insights

UnifiedUser & App

Insights

Digital ReadinessThings you can (still) do to prepare for a the 2016 holiday season

Ensuring Digital Experience is a continuous process

Monitor Optimize Test

Digital Experience issues can occur anywhere in the delivery chain

Problematic cloud services, 3rd party content or managed service providers

Problems outside IT control (e.g., Internet, user environment)

Application-related problems

Infrastructure or network-related failures/prob-lems

25%

34%

37%

54%

Most significant contributors to per-formance issues

Spa

n of

Con

trol

DIRECT

INDIRECT

Source: Forrester Consulting study, March 2015

It starts with understanding real user behavior and experience

Add synthetic monitoring to create a performance baseline

Benchmark yourself against your competition

Dynatrace Benchmarks Holiday Season 2015

• Limit page size• Limit object count

Use Digital Experience data to identify ways to optimize performance

Page

size

The Digital Experience Report: Best of the-Web Retail eCommerce Highlights, Dynatrace, 2016

Assess the impact of third party connections, and keep them under control

• It’s not just about applications and servers

• Design your tests to do what real users will do

• It’s not pass/fail – set meaningful performance targets

• Partner with the business – factor in the strategies for the holiday season

• Test. Oh yeah - then test again.

Load Testing must address the Digital Experience

Java .NET PHP C++ Oracle SAP CICS Big DataJava .NET PHP C++ Oracle SAP CICS Big Data

Test end-to-end, analyze end-to-end• Testing tells you if you have a problem, but not what or where

Continuous performance engineering: it’s not just for breakfast anymore

Agile1+ code

change per week

Traditional

“Lock Down”

Mee

t or

bea

t rev

enue

ta

rget

s

20%

Source: Internet Retailer 2014 Holiday Survey, April 2015

People

Systems

Testing Alerts

Leverage test configuration

Re-use build test configuration

Re-use release test configuration

Re-use release test configuration

Dyna

trace

Loa

d

Digital Experience - Dynatrace experts can help

• Focus on the

right channel priority

mix

Search Results

Product Detail

• The Digital

Experience

Center

Reward Program

• Select the most critical business transactions

Web

MobileAppMobile

Site

Performance for the digital era

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