Steps You Can Take to a Flawless Holiday Season
Panelists
• eCommerce and customer experience – what are we overlooking?
• The Digital Performance Platform
• Things you can (still) do to ensure a flawless holiday season
• Things you should do every season
Agenda
eCommerce is a growing component of total retail sales
…with an even greater impact on in-store sales
• Personalization• Loyalty programs• Connected stores• BOPIS
Digital is critical to retailers’ strategic initiatives…
…and deeply embedded in the customer experience
Customer experience quality influences whether consumers will purchase from
you…
1to1 Media June 2016
17.7%
Influences somewhat
Influences a lot
58%
..and customer experience is directly affected by Digital Experience
• Shoppers demand good digital experience
• 75% of adults...• 81% of millennials…• Would ABANDON a slow/buggy site
or app and SHOP ELSEWHERE!
• YIKES! 42% of respondents – 51% of millennials – would complain on social media
• Nearly 50% of respondents would “leave” and shop elsewhere if a site/app fails to load in…
• 1...2…3 seconds!
• Does web site or app response time satisfy?
• Is response time consistent?• Can the shopper complete
the transaction without encountering failed actions?
• Is the experience positive across all digital channels?
Digital experience is “table stakes”
Digital Experience directly affects conversions
“Going Beyond Page Load Speed” Dynatrace 2016
• Omnichannel, customer experience responsive design
• Rapid innovation agile development, continuous delivery
• eCommerce efficiency and responsiveness cloud migration, content delivery
• Affiliations (ads, supply chain, payments, product reviews) third-party connections
Business strategy drives IT strategy, as it should…
All of these affect the Digital Experience
The Digital Business Owner:
The IT Manager:
Isn’t Digital Experience within the responsibility of IT?
Shouldn’t the business balance the tradeoff between digital experience and other objectives?
Who is minding the impact on Digital Experience?
• Mobile growth led to capacity issues• Responsive design led to slower response
times on web and mobile• The average number of third party
connections increased and so did response times, while availability went down
• Bad things happened when un(performance)tested changes were put into production
• When problems occurred, retailers had difficulty finding and fixing them quickly
…Because during the 2015 holiday shopping season, the tradeoff was real
• It starts and ends with the customer experience – not the app, or the web site, or the channel
• Business innovation is continuous, so digital experience assurance must be too
• It’s about preventing problems, not just reacting
• Gap-free visibility is essential – for all the stakeholders
Here’s what we believe
Customer Experience
Continuous Delivery
Application Performanc
e
Successful digital businesses master 3 disciplines…
Understand and optimize the experience they deliver, anywhere, anytime
Complete visibility across the delivery chain
Continuously deliver new digital
capabilities
Increases sales & engagement
SimplifiesOperations
Speeds up Innovation
…across the entire digital delivery chain, all the way to the customer and back
Increased Salesand Engagement
OperationalExcellence
InnovationAcceleration
THE EXPERIENCE VALUE CHAIN
011001010010011001001
Application Code
Public and Private Cloud
CDNs
Web APIs
Users and Devices
Internet Applications & Code
Data Center & Networks
The Digital PerformancePlatformMakes real-time information about digital services, and their users, visible and actionable by everyone in an organization
Gain strategicinsights
Increaseconversions& revenue
ImproveMTTR &
MTBF
Optimizespend
Deliver on user sat &
SLAs
Improvereleasequality
Reduceunplanned
work
Releasecapabilities
faster
Keep up with the pace of change
Uncover new business insights
Identify and prevent problems
Protect & grow brand
DigitalBusinessOwner
Development Operations
UnifiedUser & App
Insights
Increased salesand engagement
OperationalexcellenceInnovation
acceleration
UnifiedUser & App
Insights
Unifieduser & app
insights
30% faster checkout
1,800% spike in trafficNo bottleneck
66% hardware savings30% faster web site
10x release frequency increase reduced MTTR by 90%
Gain StrategicInsights
IncreaseConversions& Revenue
UnifiedUser & App
Insights
ImproveMTTR &
MTBF
OptimizeSpend
Deliver on user sat &
SLAs
Improvereleasequality
Reduceunplanned
work
Releasecapabilities
faster
Keep up with the pace of change
Uncover new business insights
Identify and prevent problems
Protect & Grow Brand
DigitalBusinessOwner
Development Operations
UnifiedUser & App
Insights
UnifiedUser & App
Insights
Digital ReadinessThings you can (still) do to prepare for a the 2016 holiday season
Ensuring Digital Experience is a continuous process
Monitor Optimize Test
Digital Experience issues can occur anywhere in the delivery chain
Problematic cloud services, 3rd party content or managed service providers
Problems outside IT control (e.g., Internet, user environment)
Application-related problems
Infrastructure or network-related failures/prob-lems
25%
34%
37%
54%
Most significant contributors to per-formance issues
Spa
n of
Con
trol
DIRECT
INDIRECT
Source: Forrester Consulting study, March 2015
It starts with understanding real user behavior and experience
Add synthetic monitoring to create a performance baseline
Benchmark yourself against your competition
Dynatrace Benchmarks Holiday Season 2015
• Limit page size• Limit object count
Use Digital Experience data to identify ways to optimize performance
Page
size
The Digital Experience Report: Best of the-Web Retail eCommerce Highlights, Dynatrace, 2016
Assess the impact of third party connections, and keep them under control
• It’s not just about applications and servers
• Design your tests to do what real users will do
• It’s not pass/fail – set meaningful performance targets
• Partner with the business – factor in the strategies for the holiday season
• Test. Oh yeah - then test again.
Load Testing must address the Digital Experience
Java .NET PHP C++ Oracle SAP CICS Big DataJava .NET PHP C++ Oracle SAP CICS Big Data
Test end-to-end, analyze end-to-end• Testing tells you if you have a problem, but not what or where
Continuous performance engineering: it’s not just for breakfast anymore
Agile1+ code
change per week
Traditional
“Lock Down”
Mee
t or
bea
t rev
enue
ta
rget
s
20%
Source: Internet Retailer 2014 Holiday Survey, April 2015
People
Systems
Testing Alerts
Leverage test configuration
Re-use build test configuration
Re-use release test configuration
Re-use release test configuration
Dyna
trace
Loa
d
Digital Experience - Dynatrace experts can help
• Focus on the
right channel priority
mix
Search Results
Product Detail
• The Digital
Experience
Center
Reward Program
• Select the most critical business transactions
Web
MobileAppMobile
Site
Performance for the digital era
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