a great ecommerce platform does not guarantee a great customer experience
TRANSCRIPT
A Great Ecommerce Platform Does Not Guarantee a Great Customer Experience
Agenda
• Overview of Ecommerce Platforms
• Ecommerce Platforms do not Address Site Performance
• The Revenue Impact of Slow Site Performance
• CDNs Allow Ecommerce Sites to Enter New Markets
• How to choose a CDN
Ecommerce Platform ‘must-have’ functionality
• Strong site management• Content management• Order management• Merchandising tools
Reasons to Adopt an Ecommerce Platform
• Scale up to reach new markets• Offload site management• Provide a rich user experience
• If you are in the market, check out the reviews on Jon Gregiore’s blog: http://www.cpcstrategy.com/blog/2013/06/ecommerce-platform-comparison/
Ecommerce Platforms
Detailed searching by category and price range
Larger, enhanced images with zoom
Interactive reviews
Real-time inventory lookup
Animations and Video
color swatching
Fabulous Features
• Provide a great user experience finding, viewing, and evaluating merchandise
• But, ecommerce platforms do not address speed, performance and page load times – especially the further away your customers are from the origin
THE IMPACT PAGE SPEED HAS ON REVENUE
2SECOND RULE
CONSUMERS EXPECT A WEB PAGE TO LOAD IN
2 SECONDS OR LESS
IMPACT OF PAGE LOAD SPEED
52%OF ONLINE CONSUMERS
STATE PAGE LOAD SPEED IS TIED TO THEIR SITE
LOYALTY
IMPACT OF PAGE LOAD SPEED
1 SECOND
DELAYDECREASES VIEWS BY 11% &
SATISFACTION BY 16%
IMPACT OF PAGE LOAD SPEED
IN 10 SECONDSYOU CAN LOSE
ALMOST 50% OF YOUR MOBILE USERS
IMPACT OF PAGE LOAD SPEED
IMPACT OF PAGE LOAD SPEED
This Wal-Mart example, shows that seconds make a difference in conversions to sales and therefore revenue.
IMPACT OF PAGE LOAD SPEED
SEARCH RANKINGS
IMPACT OF PAGE LOAD SPEED
• Google uses website load speed as an organic ranking factor
• Crawling your site will also take longer and potentially Google will not index your site if it takes too long
IMPACT OF PAGE LOAD SPEED
WORD GETS AROUND FAST
OF ONLINE SHOPPERS WILL TELL THEIR FRIENDS ABOUT A BAD EXPERIENCE ONLINE – FORRESTER RESEARCH44%
HOW CAN A CDN CAN HELP
Employ a Global Content Delivery Network
“Serving a global user audience from just one or two data center locations is difficult because of global Internet latency.”
“Global CDNs deliver top performance at the best cost efficiency”
Distance = LatencyD
ow
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sec)
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Fran
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Mad
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Mila
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Ista
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New
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Del
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Los A
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Sao
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Toky
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Buen
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ires
Taip
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Chen
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Beiji
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Gua
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Sing
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Xian
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10
20
30
40
50
60
70
80
Site performance degrades as distance increases
Source: Source: CDNetworks network monitoring POP latencies
Ensure Site Performance With CDN
62%IMPROVEMENT!
DOWNLOAD TIME REDUCED FROM
1.3s to 0.48s!
With CDN
Without CDN
Website Acceleration
•Creates a ‘Fast Secure Tunnel’ over the Internet•Quickly deliver websites & applications globally to and from China•No CAPEX for Hardware / Software•In-country experts – licensing requirements, regulations, & monitoring•Fully integrated and managed services
Found increasing load time of the page from 400ms to 900ms – led to 25% reduction in traffic
Why Does it All Matter?
Faster Sites Perform Better
Found a 100ms of delay reduced revenue by 1%
Found that speeding up their website by 5 seconds increased their conversion rates by 7-12% and doubled # of visitors from search engine traffic
Sep-2
011
Oct-2011
Nov-2011
Dec-2
011
Jan-2
012
Feb-2
012
Mar-
2012
Apr-2012
May
-2012
Jun-2
012
Jul-2
012
Aug-2012
0100000002000000030000000400000005000000060000000700000008000000090000000
100000000
Social Gaming CustomerGo-Live: Feb. 2012
3.7x traffic in 6 months
Source: Source: CDNetworks Performance Monitoring, 2012
Selecting the Right CDN
Dynamic Web Acceleration
Content CachingMedia Acceleration
Security
Dedicated Tier 1 Support Direct In-Country
Presence & Support
Global Availability in Emerging Markets
Dynamic Web Acceleration
PCI Certified
Global Content Delivery Network• Accelerating over 40,000 sites across 140+ PoPs around the globe•Integrated solutions: Performance, Security and Scalability•Industry leaders in reaching emerging markets
