Online retailers are faced with a difficult challenge today – the balance between a rich customer experience and the speed of their websites. While a rich experience drives more traffic, conversions and revenue, it can also cause an increase in page load time, which has the opposite effect – increased abandonment rate and lower conversions. This challenge is further complicated by today’s modern applications that are dynamically assembled at the edge of the Internet or carrier network, in the user’s browser or mobile application. Web 2.0 code frameworks, mobile native and streaming applications, third-party and cloud services, smartphones, tablets, browsers, operating systems, ISPs, can increase complexity and page weights that can decrease site performance and compromise the end user experience. Our featured speaker, Carter Lee, vice president of technology administration, Overstock.com, shared Overstock.com’s best practices for balancing user experience with site speed. Overstock.com’s Lee and Compuware's CTO, Steve Tack, discussed how Overstock.com: • Tames the challenges of modern Web 2.0 application delivery • Measures and optimizes performance at the edge of the Internet • Delivers robust content to customers without impacting the performance of web pages • Balances shopping experience (to drive revenue) with site speed

1. Carter Lee - Vice President of Technology, Overstock.com
Steve Tack –APM CTO, Compuware
Twitter: smtack

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3. Agenda
• Trends and application delivery challenges
• 5 Best Practices
1. Balance user experience with site speed
2. Test performance vs. business goals before going live
3. Master complexity at the edge of the Internet
4. Optimize user experience by device
5. Focus on key user-experience metrics
3

4. Trends Driving a New Best Practice Approach
Complexity Explosion Business Demands Increasing
More features!
Faster delivery!
Faster performance!
User Expectations Continue to Rise Do More With Less
Workload
Staff and budget
4

5. Performance Challenge #1
The Application Delivery Chain
The Application Delivery Chain
Data Center Cloud: Private and Public Users
Web Mobile App logic Database Network ISPs Mobile carriers Browsers
Mainframe Virtualization SOA CDNs Third party services Devices AJAX JavaScript Mobile apps
Customers
Application
Employees
Infrastructure
5

6. Performance Challenge #2
The Application Performance Lifecycle
• Business demands are increasing
• Applications are changing rapidly
• Too many dev/test iterations
• Too long to deliver and repair
Business Development
Test Production
6

7. The Answer: Adopt a User Point of View Across the
Lifecycle
Application Point of View that Starts with the End User
Data Center Cloud: Private and Public Users
Web Mobile App logic Database Network ISPs Mobile carriers Browsers
Mainframe Virtualization SOA CDNs Third party services Devices AJAX JavaScript Mobile apps
Customers
Application Application
Employees
Infrastructure
7

8. Best Practices
1. Balance user experience with
site speed

9. Balance User Experience with Site Speed
many opportunities… but, who makes the call?
…social networking
…recommendations
…reviews
…smartphones, tablets
…targeted ads
…frequent releases
9

10. Balance User Experience with Site Speed
many opportunities… but, who makes the call?
…social networking
…recommendations and
reviews
…smartphones, tablets
…targeted ads
…frequent releases
10

11. Website Performance Impacts Business Results
11

12. Marketing and IT Alignment Needed
Major US retailer trumpets the
launch of new mobile site to meet
rising customer expectations
New site doesn’t follow mobile
performance best practices resulting
in 2X response time
12

13. Marketing and IT Alignment
• Establish common
goals and metrics
across stakeholders
• Balance richness,
revenue and speed
• Too much of a good
thing is too much –
over-use can reverse
results
13

14. Collaboration
IT and Marketing
alignment
Technology focused
departments
Blended goals and
metrics
14

15. Establish common goals and metrics
across stakeholders
Fully realized
potential
End-Users
Business Technology
Owners Owners
15

16. Balance richness, revenue and
speed
16

17. Too much of a good thing…
Over-use of successful solutions
Bloated page weights
Increased load times
Incremental value ?
Reversal of original results
17

18. Best Practices
1. Balance user experience with
site speed
2. Test performance vs. business goals
before going live

19. Test Performance vs. Business Goals Before Going Live
Development Test Production
Integration Loadtesting/Staging Production
Challenges:
• More change faster due to increased release cycles
• Architectures getting more complex – problems harder to isolate and resolve
• More blind-spots caused by modern apps – Web 2.0, virtualization, cloud…
• Speed and interactivity now matter – the user perspective is primary, no longer
secondary
19

20. Does Our Site/App Perform As Expected During Peak
Traffic Conditions?
20

21. Can Your Apps Handle an 1,800 Percent Spike in
Traffic?
21

22. Performance Testing
• Test and optimize
performance early and
often
• Understand conversion
objectives and ensure
performance matches
before launch/go live
• Create ultra-lightweight
pages for one time
promotions/events
22

23. Pre-deployment
Set sales &
Test the Analyze and
performance
impact tweak
objectives
23

24. Lightweight pages for one-time events
Not business as usual Window of opportunity
24

25. Best Practices
1. Balance user experience with
site speed
2. Test performance vs. business goals
before going live
3. Master complexity at the edge of the
Internet

26. Master Complexity at the Edge of the Internet
Browsers
Code
Devices
Native Applications
Local ISPs and Carriers
Third Party Services
26

27. Pace of Change is Increasing
27
Source: modified version of evolutionofweb.appspot.com

28. The Browser/App Has Become the Integration Platform
Average umber of hosts accessed by the browser across the Gomez
US Sports Mobile Website Performance Benchmark 12

29. 3rd Party Services Can Cause Significant Web & App
Performance Issues
Facebook issues contributed to
load time spikes for a number
of top US mobile websites

30. Complexity at the Edge
• Gain visibility into user
access choices with smart
monitoring and alerting
• Resolve issues when
(before) they surface with
dynamic optimization
• Hold third-party providers
accountable in real-time
and with SLAs
30

31. Dynamic route optimization Multiple carriers
Packet / TCP Optimization
31

32. Best Practices
1. Balance user experience with
site speed
2. Test performance vs. business goals
before going live
3. Master complexity at the edge of the
Internet
4. Optimize user experience by device

33. Web Traffic From Tablets Is Growing Fast
Average Order Value
“On average, retailers surveyed by Calendar 2011
Forrester report that 21 percent of their
mobile traffic comes from tablets, with
several companies anecdotally reporting
figures north of 50 percent.”
Sucharita Mulpuru, Principal Analyst, Forrester Research
33

34. Users’ Web Performance Expectations Are High – No
Matter What Device/Browser/Technology
Percentage Of End-Users Which Expect A Website To Load In 3
Seconds Or Less
100%
90%
80%
70%
60%
50%
89% 83%
40%
30% 59%
20%
10%
Survey date = 2012 Survey date = 2011 Survey date = 2009
0%
Tablet Smartphone PC
Source: Compuware APM; Forrester Research

35. Embrace A Unified Application Performance
Management Approach
• Mobile websites and applications often share backend infrastructure and
services with existing web apps
• 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 application delivery chain - from device to datacenter
iPad & Safari
iPhone & Safari iPhone App
Windows 7 & Chrome

36. Mobile Optimization
• Analyze user
behavior across
device types
• Mobile is not
equal; plan for the
differences
between tablet
and smartphone
36

37. Impact of Tablets vs. the PC
• Be prepared, don’t
adapt slowly to rapid
trends
• Tablet-optimized sites
(real
estate, gestures, etc.)
• Adapt metrics and
testing scenarios
37

38. Best Practices
1. Balance user experience with
site speed
2. Test performance vs. business goals
before going live
3. Master complexity at the edge of the
Internet
4. Optimize user experience by device
5. Focus on key user-experience
metrics

39. What Are Our Real End-Users' Web And Application
Experiences?
Understand end-user performance
satisfaction across
geographies, networks and devices
39

40. How Does Our Site And Application Performance Impact
The Business?
Identify mobile site &
app performance
issues & their impact
on conversions
Correlate the impact of
performance to conversions
for mobile apps and sites
40

41. How Does Our Mobile Site’s Performance Compare To
The Competitions’?
End-users’ mobile performance
expectations are in part shaped by
experiences with other sites & apps

42. Focus on Key User Experience Metrics
Determine What
to Measure
End-user perspective:
• What they do (key transactions)
• Where they do it (geographic
locations)
• How they do it (browsers and
mobile devices)
Measure the business impact
42

43. Focus on Key User Experience Metrics
Determine What Determine Key
to Measure Metrics
End-user perspective: Business Metrics:
• What they do (key transactions) • Conversions
• Where they do it (geographic • Abandonment
locations) • Competition
• How they do it (browsers and • Customer Satisfaction
mobile devices) • Revenue per transaction
Measure the business impact • Cost of downtime
Technical Metrics:
• Speed or Response Time
• Perceived Render Time
• Availability or Success Rate
• Consistency / Variability
• Bytes Transferred
• Efficiency
43

44. Focus on Key User Experience Metrics
Determine What Determine Key
to Measure Metrics
End-user perspective: Business Metrics:
• What they do (key transactions) • Conversions
• Where they do it (geographic • Abandonment
locations) • Competition
• How they do it (browsers and • Customer Satisfaction
mobile devices) • Revenue per transaction
Measure the business impact • Cost of downtime
Technical Metrics:
• Speed or Response Time
• Perceived Render Time
• Availability or Success Rate
• Consistency / Variability
• Bytes Transferred
• Efficiency
44

45. Focus on Key User Experience Metrics
Optimize App
Determine What Determine Key
Performance and
to Measure Metrics
User Experience
End-user perspective: Business Metrics: • Problem Resolution
• What they do (key transactions) • Conversions • Performance Improvement
• Where they do it (geographic • Abandonment • Production Readiness
locations) • Competition • Performance Reporting
• How they do it (browsers and • Customer Satisfaction
mobile devices) • Revenue per transaction
Measure the business impact • Cost of downtime
Technical Metrics:
• Speed or Response Time
• Perceived Render Time
• Availability or Success Rate
• Consistency / Variability
• Bytes Transferred
• Efficiency
45

46. Best Practices
1. Balance user experience with
site speed
2. Test performance vs. business goals
before going live
3. Master complexity at the edge of the
Internet
4. Optimize user experience by device
5. Focus on key user-experience
metrics

47. Questions And Next Steps
Compuware Customers Enjoy
Measurable Benefits
• Increased revenue 25%
• Reduced revenue loss by
92% and $737,251 annually
• Reduced home page load time
from 11.3 seconds
to 3.4 seconds
• Saved 50%+ in staff and fees
• Reduced downtime 45%
• Improved first-hour problem
resolution rate to 80%
• Improved annual
troubleshooting efficiency by
97%, saving $784,000
• Reduced SAP license costs by
$475,000 per year
For more information visit Compuware.com or contact us at +1 781.778.2700

48. Join us at our upcoming webcast….
Customer Success Webcast Featuring Marketing Associates
June 19, 2012 2pm ET
To register: http://bit.ly/CPWR-MarketingAssociates

49. THANK YOU