Ann Ruckstuhl eTail West
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The document discusses the significance of performance in e-commerce, particularly its impact on sales and customer experience, with key metrics such as page load times and mobile transaction abandonment. It emphasizes the necessity for businesses to understand their performance baselines and continuously optimize for user experience and business outcomes through data analysis. The challenges posed by complex technology stacks and third-party dependencies are also highlighted, alongside the need for a digital performance culture.
Ann Ruckstuhl eTail West
- 1. 1 > Ann Sung Ruckstuhl, @annruck
- 4. 4 1% Sales $880M $45M 0.2% Searches @ 1 Second 2% Conversion $244M Gartner, Walmart
- 6. What impact does performance have on my business? SOASTA 2.5 Seconds
- 7. Nordstrom’s “Magic Number” is 3 Seconds Nordstrom
- 8. What’s Your Magic Number?
- 9. • Impatient consumers • Spiky demand • Mobile & IoT • Dependency on 3rd parties • Complex technology • Lack insights & control “CRISIS”
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- 11. Spiky Demand Is Here to Stay Seasonal Holidays Manufactured Holidays
- 12. 12 33% of orders came from a mobile device Shopify
- 13. 13 Google, SeeWhy 90% People who move between devices to accomplish a goal 2.6 Average number of devices used by a shopper during a single transaction 6.2 Number of visit an average shopper makes before buying 97% Mobile transactions abandoned
- 14. 14 o 18 = Average Number of 3rd Party Calls Per Page o Third party content can make up > 50% of page requests my
- 15. Layer 6 Presentation Layer Layer 4 Transport Layer Layer 2 Data Layer Layer 7 Application Layer Layer 5 Session Layer Layer 3 Network Layer Layer 1 Physical Layer Technology Stack Getting More Complex SPA CDN Payments Clouds Social Carriers CRM Marketing Advertising APM Devices Network
- 16. 16 Smart Need Insights & Control
- 17. DATA SCIENCE TO THE RESCUE
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- 22. What’s the “real” performance outcome? Now?
- 23. What if page load time went down to 3 seconds? Show Me the Way with Predictive “What If’s”
- 24. 24 Performance = CX + Business Outcome + IT Performance Measure Every user experience and outcome Test Continuously check functionality & load Optimize Prioritize improvements using ROI
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- 27. 27 • Know your performance baseline (CPI) • Embrace a digital performance culture • Establish shared performance KPIs • Correlate User Experience, Business & IT metrics • Identify patterns & optimize “smartly” Visit Us @ Booth 418