Webinar: Measuring The Impact Of End-To-End Website Optimization
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End-to-end website optimization is a challenging goal for any retailer. With code changes, new features, new platforms, third party integrations, performance testing, and the clock ticking, full site optimization can be a tall order. From back-end infrastructure to front-end resources, join us as we take a look back at Nordstrom’s holiday preparation for some insight. Also, we’ll take a look into the future of performance analytics with SOASTA’s data science capabilities already helping over half of the IR 100 stay competitive. Join Mat Ball, Product Marketing Manager at SOASTA, for this tips-filled webinar. Mat will share how Nordstrom and other like retailers prepare for holiday readiness using performance optimization and analytic tools to assess, track, and improve their site’s performance. This web seminar will explain how to customize performance practices by measuring the impact of your end-to-end website optimization and how to utilize data science techniques to drive your business outcome.
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Webinar: Measuring The Impact Of End-To-End Website Optimization
- 1. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. End-to-End Website Optimization September 13, 2016
- 2. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 2 Welcome! Connie Quach VP, Product Marketing @connie9888 | cquach@soasta.com Mat Ball Product Marketing Manager @matball49 | mball@soasta.com
- 4. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 4 Overview • Market Trends • Spotlight Companies Taking Bold Steps in Business Operations (#BizOps) • How Data Science Techniques Can Be Advantageous for 2017 and Beyond!
- 5. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 5 Let’s Jump In…
- 7. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 7 Market Trends and Stats
- 8. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 8 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
- 9. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 9 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
- 10. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 10 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)
- 11. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 11 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
- 12. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 12 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
- 13. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 13 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 Performance Business Outcome
- 15. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 15 Bold Steps to Improve Business Operations #BizOps
- 16. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 16
- 17. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 17
- 18. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 18 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
- 19. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 19 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 ✔
- 20. Data Science – 2017 and Beyond
- 21. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 21 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?
- 22. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 22 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
- 23. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 23 Which pages matter the MOST? • Which pages rank the highest for conversion, for activity? • Spearman’s rank correlation + ALL your user events • Workload prioritization
- 24. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 24 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
- 25. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 25 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
- 26. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 26 Thank you…For more, SOASTA is here! Questions??? Contact SOASTA to see how your online performance stacks up… • info@soasta.com
Notas do Editor
- What’s market doing? Racing for online revenues Online investments Amazon catch-up Case Studies… Nordstrom Dollar Shave Club – seasonal readiness was super bowl Toys R Us / Spreadshirt Data Science as an advantage for seasonal readiness… Marketing Campaigns Alerts Realtime visibility into user traffic
- https://www.bloomberg.com/gadfly/articles/2016-08-02/tech-giants-form-fab-five-to-dominate-stock-valuation-chart http://fortune.com/2016/08/18/walmart-ecommerce-2/ Top 5 Stock Valuations are from Tech: Apple $571B Alphabet $540B Microsoft $441B Amazon $364B Facebook $357B source Bloomberg.com Walmart’s digital investments paying off: Online sales rose 11.8% to $14 billion in Q2, 2016 “We have the opportunity to re-imaging retail,” CEO Douglas McMillon Tech playing an increased role in everything… Source Fortune.com START: Jumping in… Brick and mortar retailers are facing difficult choices. Two weeks ago Macy’s said it would close 100 stores, or around 15% of all stores. As you can see in this graphic from 538.com, referencing department store sales vs. non-store retailers, which are primarily online, that this trend continues to grow. In fact, and referencing 538’s article, “Since the recession ended in 2009, overall retail and food-service sales are up nearly 20 percent (adjusted for inflation). Department store sales, on the other hand, are down more than 20 percent.” To bring Macy’s full circle in this story, the company showed double digit growth in online sales, and beat investor expectations in Q2. So, with the possibilities of growth online, the heavyweights, and just about everyone else, are investing. Go over Walmart… Go over Target… However, I believe this isn’t news to this audience. This audience has known that the race is on online, but what does that really mean. There’s more pressure, the competition is fierce, and we haven’t even mentioned Amazon’s name yet. Quite simply, the race is on, and as e-commerce continues to pick up pace, it’s all about the customer. End-to-end optimization, for it’s simple name, is a challenging undertaking, but site optimization matters more today than it ever has. And tomorrow it will matter even more. Let’s talk tech, and look at some trends.
- https://www.bloomberg.com/gadfly/articles/2016-08-02/tech-giants-form-fab-five-to-dominate-stock-valuation-chart http://fortune.com/2016/08/18/walmart-ecommerce-2/ Top 5 Stock Valuations are from Tech: Apple $571B Alphabet $540B Microsoft $441B Amazon $364B Facebook $357B source Bloomberg.com Walmart’s digital investments paying off: Online sales rose 11.8% to $14 billion in Q2, 2016 “We have the opportunity to re-imaging retail,” CEO Douglas McMillon Tech playing an increased role in everything… Source Fortune.com START: Jumping in… Brick and mortar retailers are facing difficult choices. Two weeks ago Macy’s said it would close 100 stores, or around 15% of all stores. As you can see in this graphic from 538.com, referencing department store sales vs. non-store retailers, which are primarily online, that this trend continues to grow. In fact, and referencing 538’s article, “Since the recession ended in 2009, overall retail and food-service sales are up nearly 20 percent (adjusted for inflation). Department store sales, on the other hand, are down more than 20 percent.” To bring Macy’s full circle in this story, the company showed double digit growth in online sales, and beat investor expectations in Q2. So, with the possibilities of growth online, the heavyweights, and just about everyone else, are investing. Go over Walmart… Go over Target… However, I believe this isn’t news to this audience. This audience has known that the race is on online, but what does that really mean. There’s more pressure, the competition is fierce, and we haven’t even mentioned Amazon’s name yet. Quite simply, the race is on, and as e-commerce continues to pick up pace, it’s all about the customer. End-to-end optimization, for it’s simple name, is a challenging undertaking, but site optimization matters more today than it ever has. And tomorrow it will matter even more. Let’s talk tech, and look at some trends.
- https://www.bloomberg.com/gadfly/articles/2016-08-02/tech-giants-form-fab-five-to-dominate-stock-valuation-chart http://fortune.com/2016/08/18/walmart-ecommerce-2/ Top 5 Stock Valuations are from Tech: Apple $571B Alphabet $540B Microsoft $441B Amazon $364B Facebook $357B source Bloomberg.com Walmart’s digital investments paying off: Online sales rose 11.8% to $14 billion in Q2, 2016 “We have the opportunity to re-imaging retail,” CEO Douglas McMillon Tech playing an increased role in everything… Source Fortune.com START: Jumping in… Brick and mortar retailers are facing difficult choices. Two weeks ago Macy’s said it would close 100 stores, or around 15% of all stores. As you can see in this graphic from 538.com, referencing department store sales vs. non-store retailers, which are primarily online, that this trend continues to grow. In fact, and referencing 538’s article, “Since the recession ended in 2009, overall retail and food-service sales are up nearly 20 percent (adjusted for inflation). Department store sales, on the other hand, are down more than 20 percent.” To bring Macy’s full circle in this story, the company showed double digit growth in online sales, and beat investor expectations in Q2. So, with the possibilities of growth online, the heavyweights, and just about everyone else, are investing. Go over Walmart… Go over Target… However, I believe this isn’t news to this audience. This audience has known that the race is on online, but what does that really mean. There’s more pressure, the competition is fierce, and we haven’t even mentioned Amazon’s name yet. Quite simply, the race is on, and as e-commerce continues to pick up pace, it’s all about the customer. End-to-end optimization, for it’s simple name, is a challenging undertaking, but site optimization matters more today than it ever has. And tomorrow it will matter even more. Let’s talk tech, and look at some trends.
- https://www.bloomberg.com/gadfly/articles/2016-08-02/tech-giants-form-fab-five-to-dominate-stock-valuation-chart http://fortune.com/2016/08/18/walmart-ecommerce-2/ Top 5 Stock Valuations are from Tech: Apple $571B Alphabet $540B Microsoft $441B Amazon $364B Facebook $357B source Bloomberg.com Walmart’s digital investments paying off: Online sales rose 11.8% to $14 billion in Q2, 2016 “We have the opportunity to re-imaging retail,” CEO Douglas McMillon Tech playing an increased role in everything… Source Fortune.com START: Jumping in… Brick and mortar retailers are facing difficult choices. Two weeks ago Macy’s said it would close 100 stores, or around 15% of all stores. As you can see in this graphic from 538.com, referencing department store sales vs. non-store retailers, which are primarily online, that this trend continues to grow. In fact, and referencing 538’s article, “Since the recession ended in 2009, overall retail and food-service sales are up nearly 20 percent (adjusted for inflation). Department store sales, on the other hand, are down more than 20 percent.” To bring Macy’s full circle in this story, the company showed double digit growth in online sales, and beat investor expectations in Q2. So, with the possibilities of growth online, the heavyweights, and just about everyone else, are investing. Go over Walmart… Go over Target… However, I believe this isn’t news to this audience. This audience has known that the race is on online, but what does that really mean. There’s more pressure, the competition is fierce, and we haven’t even mentioned Amazon’s name yet. Quite simply, the race is on, and as e-commerce continues to pick up pace, it’s all about the customer. End-to-end optimization, for it’s simple name, is a challenging undertaking, but site optimization matters more today than it ever has. And tomorrow it will matter even more. Let’s talk tech, and look at some trends.
- So…back to the topic of the webinar, end-to-end website optimization, let’s look at just how online retailers are trying to capitalize on every available dollar through optimizing both the back and front end.
- So…back to the topic of the webinar, end-to-end website optimization, let’s look at just how online retailers are trying to capitalize on every available dollar through optimizing both the back and front end.
- So…back to the topic of the webinar, end-to-end website optimization, let’s look at just how online retailers are trying to capitalize on every available dollar through optimizing both the back and front end.
- https://soasta.wistia.com/medias/0djcgkucqj Sign of the times…2014 Synthetic + Testing Testing in Lab Back-end, server-side Today Continuous Testing RUM guides CX + business metrics Cultural buy-in on performance Analyze + Test + Monitor Challenges: Last minute prep (2014) Customer’s expect 2-3s page load times (peak conversion) 2 key sales periods Solutions: Tools for end-to-end What’s realistic vs. what’s worst case? Cultural buy-in for performance Takeaways: “Analyze / Test / Monitor” framework across every feature in development Anything in production must pass seasonal prep guidelines as well Performance as a feature, everyone is bought in culturally Instrumentation and data to back decision making <Insert $$ saved/Revenue increase based>
- Big moves needing big scale Super Bowl Ad Campaign 1000X anticipated traffic - 10 minute window Considered open source Moving forward: Continuous testing, continuous integration Scalability + control + analytics Response time, memory + CPU usage, error rates, to the second
- Outcome: TBD…they only have mPulse, from the STAR it seems like they’re still early NEED STRONGER END to END CASE Goal: identify performance KPI’s for visitors Establish analysis and business metrics related to performance
- Best practices: Know your customer, know yourself, data to action Total performance is crucial for business outcome Team ownership of performance and CX Continuously test, monitor, optimize Top – Zimbabwe’s Robert Mugabe here with China’s prime minister mid – Joe Biden / David Cameron Right -
- Don’t you wanna know how to improve your campaign? Don’t you want visibility on how your campagin is doing? How do you optimize your campaing? What if you improved perf by x sec and see the revenue impact?