5. The Customer Experience Pyramid
*1992 KR Sanders, Human Computer Interaction, Carnegie
Mellon
6. Online Performance Is Business Performance
Aberdeen Group:
Impact of a 1-second delay in response time:
11% decrease in page views
7% decrease in conversions
16% decrease in customer satisfaction
TRAC Research:
4.4s = website response time when bus. performance declines
$21,000 = average revenue loss from 1hr of downtime
$4,100 = average revenue loss from 1hr of slowdown
Slowdowns occur 10x more frequently that outages
7. What does performance mean today?
Which are the right performance metrics to focus on?
Understanding True User Experience:
WHAT DOES SPEED MEAN?
The “Network” The “Browser” The “User’s Eyes”
To manage User Experience you need all
three!
8. Network Timings: Fullpage Time – 5.44s
Browser Timings
– DOM Load .69
– Page Load: 1.66s
Visual User Perspective Timings
– First visual render: 1.29s
– Above the fold load time: 2.49s
Understanding True User Experience:
www.amazon.com
9. Very Big Retail Sites – Case Study
Fullpage
Time
Browser
PageLoad
FirstPaint Above
the Fold
Apple 1.26 1.30 1.05 1.34
Dell 2.02 1.88 1.12 1.81
Walmart 4.06 2.27 1.25 2.70
Staples 4.82 3.38 0.89 3.15
Amazon 6.78 1.91 1.19 2.79
Sites begin to visually render in around a second
Technical metrics and visual experience can be very different
Data collected during Dec 2012 using real-browser monitoring collected every 15-min from 5 US cities.
10. JNY: Performance Practice
A long-term, strategic performance practice is
comprised of a few related components:
Uptime monitoring
Periodic review and analysis
Strong partnership with your platform provider
An analyst and performance specialist
Load testing to ensure scalability
12. JNY: Downtime Alerting
Phone Alerts enables my team to respond
instantly to downtime events.
In the case of slowdowns instead of dark sites,
SmartBear’s Alertsite UE monitoring enables
me to see what my customers are
experiencing.
I can see instantly if my fixes are working for
real world users.
13. JNY: Performance Trend Analysis
Compare across large spans of time, monthly,
and seasonally.
2008 2013
Scale: 0-5s Scale: 0-2s
15. Mobile: The New Multi-screen World
*Google – The New Multi-screen World - research
16. Top Retailers: Desktop vs. Mobile
Desktop
Fullpage
Mobile
Fullpage
Mobile
over the
air
Target 3.52 1.02 4.41
Sears 5.64 .74 2.55
Walmart 2.97 3.53 6.28
Best Buy 2.93 1.72 4.76
Amazon 4.81 1.41 4.15
Data collected during May 2013 using real-browser monitoring
17. JNY: the mobile channel
Our mobile business
has become the size of
a Large Pie Slice
We have an integrated
mobile experience
Next phase: driving
traffic to stores and
increasing conversion
through payment
methods and UE
18. Benchmarking: understanding relative
performance
A standard or point of reference against which
things may be compared or assessed
AlertSite Industry Benchmarks: Retail & others
Custom benchmarking studies
Look beyond the home page
Competitive and historical
20. JNY: Benchmarking
You may do well or badly against your peers.
But don’t just look at the raw numbers. There are
other variables involved:
Platform differences
Performance goals vs Marketing goals
Budget differences
21. JNY: Improving – part 1
Even if you are doing well, there is always room for Periodic,
Incremental, Performance Improvements
NineWest.com
22. JNY: Improving – part 2
Even if you are doing well, there is always room for Periodic,
Incremental, Performance Improvements
Site E
NineWest.com
23. JNY: Improving – part 3
The most gains to be made are in First Byte and
First Paint
Total
Response
Time
First
Byte
Content Fullpage
Response
Time
First
Paint
Above
Fold
DOM
Load
Page
Load
NW 2.11 0.66 1.43 2.82 1.64 2.09 1.43 2.08
SITE E 1.95 0.003 1.93 2.67 1.05 1.96 0.86 1.59
First Byte delivery time is dependent on the efficiency
of the platform and the code that composes the
page.
24. ContentViews – Managing Third-Party Content
Third-party content is everywhere!
CDNs, syndicated data, ad networks, visitor tracking
“I don’t want to be alerted
at 3:00 am because an
ad didn’t load on our
site.”
Is there a way for me to
report on how long the
ads are taking to load on
my pages?”
How can I ensure my
CDNs are delivering per
our SLA without having to
filter through everything
on my report?”
I only care about the xxx
portion of my website.
Other parts belong to the
xxx department. Can
notifications be sent just
for this portion?
25. Third Party – Case Study – Retargeting Tag
Fullpage Browser
PageLoad
FirstPaint Above
the Fold
3rd Party 3.10 2.63 2.13 3.66
No 3rd Party 2.69 2.12 2.22 3.53
Network and browser shows .4s+ slowdown
Negligible affect on Visual User Experience
Technical metrics still meaningful because…
26. JNY: 3rd party content
Our 3rd party content is overwhelmingly “tags”.
Very hard to manage the myriad tags We are
moving toward a TagMan solution
We currently have some 3rd Party content via
AJAX call. We’re pushing them to Akamize it.
27. Tips: the changes that make a difference
Test and monitor the meaningful metrics
Make sure you don’t forget about mobile
Use benchmarks to help identify trouble spots
Manage 3rd party content
Practice, practice, practice…
28. Thank You
Stop by booth 1303
Let us show you how we can
help you deliver high quality
customer experiences
Hinweis der Redaktion
This material is really mostly from Forrester Research, Kerry Bodine and Harley Manning and their new book Outside In.I’m not standing here and saying all traditional retailing – branding and logistics – are dead.But…the internet, social, mobile and always connected, as well as competition are changing the rules about the way customers find and learn about the products and services they want.To quote from their book…Whether we know it or not, we are all in the Customer Experience business!
This is also from Kerry and Harley’s book but it was originally from some HCI research at Carnegie Mellon.What is customer experience?Customer experience is how your customers perceive their entire interactions with your company. For many of us here today the segment of Cust Ex that we are honing here this week is UX which defines how customers perceive their digital relationship with your company.But…What I’m really trying to show here is that ”I was able to get it done” is not enough anymore.Our iPhones and iPads and Apps have spoiled us.To deliver really high quality user experiences we need to make it easy and fun and ultimately to have our customers be delighted by their interactions.
So who are we today!We are the southernmost business unit of SmartBear software.We have 2300 customers.There are 80 worldwide geographies in AlertSite’s monitoring network including mobile carrier networks.We have the industries most advanced synthetic monitoring capabilities using REAL BROWSERS – FF, IE, ChromeWe can monitor: DNS, Email, and other basic IP services others cannot.We’re about to release the industries most capable Web Service and API mointoring (talk more in a few minutes)We support mobile web performance monitoring.
What is performance?How do you measure that today?Story about DejaClick architect – Today’s web pages are like a move. Constantly changing.How do you measure performance in those situations?Technical Performance will tell you how long it takes to get ALL of theMaturity Levels.
Why is there more to it? Because it is now truly a multiscreen world.I read this Ad Age piece asking a couple weeks back, “Is your brand ready for Generation-SCREEN. It talked about how young children, say 5 and below, will never know a world without screens.It made me laugh for 2 reasons – It’s not Gen-Screen but Gen-SCREENS and it’s not just the kids.If you saw my house at 9P you would see for yourself what a multi-screen world it is.The Mrs. Checking or repsonding to email on her iPhone, the TV on, my oldest teen daughter on the couch diong homework on her laptop and texting and FBing on her iPhone.And then a few days later I came across this fantastic research from Google on The New Multi-Screen world.But my point here is as retailers we have to learn to interact, with continuity, in this new multi-screen world in a way that delights our customers.Feel free to email me or tweet at me if you want me to share the link to thie Google research. It’s worth consuming.
