e-commerce optimization: using load balancing and cdn to improve website performance and customer...

© 2016 Imperva, Inc. All rights reserved.

State of E-Commerce Optimization

April 6, 2016

What Shoppers Think and What Ecommerce Teams Should Work On

© 2016 Imperva, Inc. All rights reserved.2

Speakers

Scott NeunerPrincipal, Cicero Group

[email protected]

Tim MatthewsVice President of Marketing, Incapsula

[email protected]


State of E-Commerce Optimization

April 6, 2016

What Shoppers Think and What E-Commerce Teams Should Work On


2015 E-Commerce Survey – What We Did and Why

• We wanted to compare how shoppers and website operators felt about the online shopping experience.

• Cicero Group was engaged to survey 250 US and Canadian eCommerce operators

• Incapsula surveyed over 4500 online consumers worldwide

5 © 2016 Imperva, Inc. All rights reserved.

A Slow Website Will Hurt Your Business.Here’s What We Found…

1

Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved.


5sec67% of users will leave and unlikely to return if it takes 5 seconds or more for your site to load

© 2016 Imperva, Inc. All rights reserved. Confidential7

Great Expectations

• 27% of online shoppers expect the site to load in 2 seconds or less

• 13% never coming back if site is not fast

• 51% expect mobile-compatible sites when shopping


Slow Loading Websites Impact Online Revenues

Sources: Incapsula – How 5 Seconds Can Make a Better E-Commerce Site, Cicero Group

KISS Metrics - How Loading Time Affects Your Bottom Line, Aberdeen Group

Slower page response timeresults in increasedpage abandonment

PageAbandonmentIncrease as a Percentage.

50%

2 10864

Page load in seconds.

100%

A 1-second delay inpage-load time equals:

FewerPage Views Decrease

in CustomerSatisfaction

Loss inConversions

11%16% 7%


1 2inOnline transactions using mobile


Mobile-Friendly a Must

• More than 45% of all e-commerce is happening on mobile

• Yet, mobile compatibility lowest priority for e-commerce vendors

• Device-specific content delivery and mobile-optimized sites ensure fast loading times and maximum conversions

© 2016 Imperva, Inc. All rights reserved. Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved.

11

46%Abandon cart after 5 seconds


12

Slow Sites Mean Less Conversions

• Online shoppers’ #1 priority is to quickly navigate and shop

• Website loading time & Order Process Time more important than rich content

• Transaction time improvements yielded 36% higher conversions


Availability slide

• Optimizing not alone• Availability also crucial

Fast. But Available?


Downtime Costs Money

Sources: Ponemon Institute 2013 - Cost of Data Center Outages; Aberdeen Group – DR-as-a-Service, It Delivers

DR Services In-house DR

On average, the cost of an unplanned outage per minute is

likely to exceed almost$8,000 per incident

Minimum Median Mean Maximum$0

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

$14,000

$16,000

$18,000

$573

$5,188 $5,617

$11,086

$939

$6,828 $7,908

$16,246

FY 2010 (n=41) FY 2013 (n=67)

Total cost per minute of an unplanned outage

Businesses with In-houseDR Solutions recover from

outages 3 times slowerthan those with DR Services

Time Spent Recovering from a Disaster

15 © 2016 Imperva, Inc. All rights reserved.

How You Can Meet Buyer Expectations2

Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved.


E-Commerce Teams Unfamiliar with Tech That Can Help

43%Not Confident in their Familiarity

Familiarity with Load BalancingOverall sample, n=250

Not At All Famil-iar

Slightly Famil-iar

Moderately Familiar

Familiar Very Familiar

7%

12%

24%

36%

21%

Familiarity with a Content Delivery Network (CDN)Overall sample, n=250

53%Not Confident in their Familiarity

Not At All Famil-iar

Slightly Famil-iar

Moderately Familiar

Familiar Very Familiar

10%

15%

28%

32%

15%


Content Delivery Network (CDN)

• Cache, optimize, and serve content

• Uses servers in closest physical proximity to website visitors.

• Avoids bottlenecks near the hosting server

• Speeds up data from cloud to end-user


Static vs. Dynamic Content Caching

HTML files have a significant impact on• Page load time• Server load

HTML file received after 5 sec (!)Also heavy impact on server load

Most HTML files are actually Static

Incapsula developed algorithms that• Detect and cache static HTML files• Never cache dynamic HTML files

With Incapsula algorithms


Device-Aware Content Delivery for Mobile

Incapsula CDN allows you to serve different content based on the device

• Desktop users want rich user experience

• Mobile users want simplified interface

• All users want fast, easy-to-navigate sites


Full Control When You Need it

• Advanced caching algorithms for dynamic and static content

• Fine-grained caching controls– Custom, per resource caching policies– Instant cache purging

• Content optimization reduces data transferred (compression, minification, etc.)

• Networking optimization and smart handling of session connections accelerate traffic delivery


How to Optimize Your SiteGranular Caching Rules

Instant Purging

Content and ConnectionOptimization


Ensuring Availability with Load Balancing

• Spread traffic and workload across different servers within a network

• Increase overall computing efficiency – minimizing downtime and raising overall throughput and performance

• Speeds up data from server to cloud


Load Balancing and Failover Advantages

• Cost effective scaling without an appliance or virtual appliance

• Supports any type of Web environment or equipment– Physical, virtual, on premise, cloud, etc.

• Flexible layer 7 load balancing algorithms – Least pending requests, least open connections, source IP hash

• Fastest layer 7 data center failover available– Not TTL Dependent

• Real-time website health monitoring


24

Rapid Growth requires Rapid Performance

• E-commerce estimated to nearly double by 2020*

• Users expect fast-loading, mobile-friendly sites

• E-commerce vendors should investigate CDNs and load balancing

• Better performance leads to more conversions and improved bottom line


Want to Learn More?

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Contact us: [email protected]

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