Delta Air Lines Shares Best Practices for Becoming a Top Performing Website

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Delivering a fast and reliable website is critical to achieving business results. Research shows that a one second delay in website load time decreases conversions by 7%. That is quite significant when you are Delta Air Lines.

What You Will Learn:
Our featured speaker, Faiz Ahmad, Director of eCommerce Channels at Delta Air Lines, will share Delta's best practices for maintaining a top performing website that achieves their business goals

Join Delta's Ahmad and Compuware's performance expert, Matt Poepsel, to learn:

* About the impact of web performance on customer experience and business goals

* How Delta Air Lines integrates performance metrics to overall website success metrics

* How marketing and IT at Delta work together to optimize customer experience

* Best practices for improving your own customer experience without slowing down your site

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Delta Air Lines Shares Best Practices for Becoming a Top Performing Website

  1. 1. sW D W sW W ^ / W /
  2. 2. DELTA.COM PERFORMANCECompuware Webinar
  3. 3. DELTA.COM: A TWO TIME WINNER
  4. 4. DIGITAL CHANNELS OVERVIEW DELTA.COM 450+ million visitors annually 1+ million flight searches daily 5+ million online check-ins annually MOBILE mobile.delta.com – 1+ million visits monthly Mobile Apps – iPhone, Android, Blackberry 1.8 million unique downloads
  5. 5. DELTA.COM: STATSACTION RESPONSE TIMEHomepage Download 3.3 SecondsFlight Search 5.3 SecondsFlight Selection 0.6 SecondsTrip Summary 0.6 Seconds
  6. 6. HOW FAST IS FAST ENOUGH?AMAZON100 ms of extra load time led to a 1% drop in sales(Source: Greg Linden, Amazon)GOOGLE500 ms of extra load time caused 20% fewersearches (Source: Marrissa Mayer, Google)Trimming page size by 30% resulted in 30% moremap requests (Source: Marrissa Mayer, Google)YAHOO!400 ms of extra load time caused a 5 to 9% increasein the number of people that clicked back beforethe page even loaded (Source: Nicole Sullivan, Yahoo!) 6
  7. 7. WHY PERFORMANCE MATTERSCUSTOMERS DEMAND IT (Source – Forrester) 79% percent of unhappy online shoppers will likely not shop your site again 46% are more likely to develop a negative perception of your company 44% will tell their friends and family about the experienceMOBILE COMMERCE AND EXPECTATIONS ARE ON THE RISE In 2015, mCommerce will equate to11% of total retail e-commerce sales1 85% of customers expect the mobile experience to equal the online experience2 43% of mobile customers who run into purchase problems will abandon the mobile transaction2 1 eMarketer 2 Harris Interactive 7
  8. 8. DELTA.COM CASE STUDYIn August 2010, the Delta.com homepage wasupdatedWHAT CHANGED New look and feel Streamlined navigation Update to global site elementsMAJOR CONSIDERATIONS Image size Download time Personalization Browser compatibility 8
  9. 9. DELTA.COM CASE STUDYACTIONS TAKEN Image size standardization. Despite size requirements, page size did increase and was closely monitored Edge caching was implemented for style sheets and static images Reduction in the amount of data retrieved to generate personalized experiences Some experience updates were compromised to ensure older browser compatibilityRESULTS Consistent performance pre and post launch 10% lift in online check-in initiation 1% lift in flight search initiation 9
  10. 10. WEB PERFORMANCE GOALSTop tier position for speed and reliability, beyondtravel industryExceed customer expectations for functionality,support and services without sacrificing performanceMaintain a consistent experience and superiorperformance across all digital touch points 10
  11. 11. KEY METRICS FOR MEASUREMENTSpeed and availability of website,mobile site and mobile appCustomer satisfactionOnline salesOnline check-ins 11
  12. 12. LEVERAGING GOMEZ BENCHMARKSContinuous measurement of site performance,availability and consistencyInsights into performance metrics of directcompetitors and beyondIncentive to exceed industry standards for topperformance 12
  13. 13. A BALANCED APPROACH
  14. 14. BUSINESS AND IT TOGETHERShare metrics and goals across Business andTechnology teamsEngage technical teams early to understandexperience trade-offsEmploy continuous measurement and analysis toidentify and correct performance bottlenecksCo-author solutions that will be successful for yourcustomers, the business and digital performance 14
  15. 15. KEY ELEMENTS FOR SUCCESS UNDERSTAND MEASURE, TRADE-OFFS OBTAIN USERBENCHMARK BETWEEN FEEDBACK AND TRACK EXPERIENCE EARLY ANDKEY METRICS AND OFTEN PERFORMANCE
  16. 16. THANK YOU
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