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How Bon-Ton Stores Delivers Flawless eCommerce Experiences for Holiday Shoppers
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How Bon-Ton Stores Delivers Flawless eCommerce Experiences for Holiday Shoppers

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Michael Douds, Manager of Web Technologies, discusses how Bon-Ton gained visibility and insight into their online customer experience using Compuware dynaTrace User Experience Management. Learn how …

Michael Douds, Manager of Web Technologies, discusses how Bon-Ton gained visibility and insight into their online customer experience using Compuware dynaTrace User Experience Management. Learn how Bon-Ton:
• Solved user experience issues quickly by identifying website visitors’ click paths—within minutes instead of hours
• Gained 100% end-to-end visibility from browser-click to database and back
• Ensured error-free performance of critical business transactions such as “Add To Cart”
• Enabled the success of special promotions with real-time monitoring

Published in: Technology

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  • Why Safari browsers? And we saw that most add to carts were succeeding, so why did this subset fail? Since the exception stated that an invalid cookie was being received, we opened one of the server purepaths and saw that the cookie was corrupted. According to the page action purepaths, the customer was able to add some items to their cart, but then all of a sudden could not add anymore. We then followed the click path step by step and were able to reproduce the issue on our Safari browsers, but not in IE or Firefox. By stepping through the purepaths, we found the entry that caused the cookie to become corrupted and found that special-sale item was adding commas to the cookie. We attempted the same click-path in Firefox, and found that Safari is a bit more restrictive on what can or cannot be in the cookie value, so we had to rethink how we were creating our shopping cart cookie.
  • Why Safari browsers? And we saw that most add to carts were succeeding, so why did this subset fail? Since the exception stated that an invalid cookie was being received, we opened one of the server purepaths and saw that the cookie was corrupted. According to the page action purepaths, the customer was able to add some items to their cart, but then all of a sudden could not add anymore. We then followed the click path step by step and were able to reproduce the issue on our Safari browsers, but not in IE or Firefox. By stepping through the purepaths, we found the entry that caused the cookie to become corrupted and found that special-sale item was adding commas to the cookie. We attempted the same click-path in Firefox, and found that Safari is a bit more restrictive on what can or cannot be in the cookie value, so we had to rethink how we were creating our shopping cart cookie.
  • Why Safari browsers? And we saw that most add to carts were succeeding, so why did this subset fail? Since the exception stated that an invalid cookie was being received, we opened one of the server purepaths and saw that the cookie was corrupted. According to the page action purepaths, the customer was able to add some items to their cart, but then all of a sudden could not add anymore. We then followed the click path step by step and were able to reproduce the issue on our Safari browsers, but not in IE or Firefox. By stepping through the purepaths, we found the entry that caused the cookie to become corrupted and found that special-sale item was adding commas to the cookie. We attempted the same click-path in Firefox, and found that Safari is a bit more restrictive on what can or cannot be in the cookie value, so we had to rethink how we were creating our shopping cart cookie.
  • Two or three times a year, we have products featured on Jill’s Steals and Deals on the Today Show, usually products with huge discounts. As soon as the segment airs on the east coast, a page is displayed on the steals and deals site with all of the featured products, with links to the company’s site, usually directly to the deal itself with a special promotion or coupon code.dynaTrace is a great tool for special promotions like these, as we can count the number of requests hitting the deal directly from the today show and match it up with our CPU graphs. With UEM, you can watch the visitor counts shoot through the roof and the effect that it has on your infrastructure, and if you are capturing your order information, you can see the orders being placed in real-time (updated every 10 seconds).
  • Transcript

    • 1. How Bon-Ton Stores DeliversFlawless eCommerce Experiencesfor Holiday ShoppersMichael Douds, Manager of Web Technologies, Bon-Ton Stores, Inc.Dan Germain, VP, APM FTS, Compuware
    • 2. We help organizations optimize the performance and value of their business-critical applications • Web, non-Web, mobile, streaming, cloud-based applications • Rapid issue notification with actionable diagnostics • Insight into performance impacts business (revenue, brand, cost) SaaS, 4,000+ Customers Global Reach Recognized as Cloud-Based and Worldwide • 80+ offices Industry Leader On-Premises • 2,500+ enterprise • 29 countries • Gartner: Offerings customers Leader in APM magic • 100s of partners quadrant • Rapid startup and • 1,500+ SMB payback customers • Global service • Forrester Research: delivery “…a complete view of end user experience”* • Ovum: “Game-changing” A New Generation of APM*”Trends: The Diversification Of End User Experiencing Monitoring”, Forrester Research, Inc., July 5, 2011
    • 3. Who Uses Compuware APM? Financial High Tech Retail Travel OtherMedia Entertainment Services 12 2,000 2,000 of the top 20 Enterprise SMB visited US sites customers customers
    • 4. A Common Language Cross Lifecycle Production Test/QA Architecture Business DevelopmentBrowser / Rich-Client Web Server Java .NET Other Database Synthetics End-to-End Transaction Execution Path Contextual Transaction Environmental Data • Across tiers: browser – • Memory Dumps servers - database Information • Method arguments • Thread Dumps • Remoting • Web Services + • SQL bind variables • Synchronization = + • Monitoring data • PMI, JMX, CLR = • External services • Exceptions • Win, Unix, DB, VM dynaTrace • Code-level depth Ware, ETC • Logs Session • Heterogeneous- .NET, Java and more
    • 5. ONE APM System: 5 Modern APM Solutions Application-Centric World
    • 6. • Founded in 1898 and grew through acquisitions
    • 7. • Founded in 1898 and grew through acquisitions• Operates 273 stores, including 11 furniture galleries, under 8 nameplates, in 23 states
    • 8. • Founded in 1898 and grew through acquisitions• Operates 273 stores, including 11 furniture galleries, under 8 nameplates, in 23 states• Offers national and private brand fashion apparel and accessories, fine jewelry, and home furnishings
    • 9. Environment Overview• One ecommerce application running on fifteen active WebSphere application servers• Average of 25 million requests per day• Two ecommerce data centers• Interaction with a legacy mainframe• 85% of traffic cached by CDN(Akamai)
    • 10. Business Requirements• Stable environment Site Stability• Superior user experience• Successful promotions and Customer Satisfaction big-sale days Successful Promotions
    • 11. IT Challenges What was the customer experience? • Slow pages? Missing content? Application Errors? Fast Problem Resolution • Need to follow each transaction flow from client to backend • Pinpoint problems as they occur Site Performance • Controlling the amount of expensive methods • Response times under load
    • 12. Why UEM? - Outdated Methods• Access-log sifting for click-path• Parsing exceptions in application logs• Repetitive attempts to recreate issues
    • 13. Why did the Bon-Ton choose dynaTrace UEM?• Completes the end-to-end monitoring – OS, Browser, device type, location, CDN traffic, 3rd party content• Easy-to-use Business Transactions to bridge the gap between server and visitor data – Captured login information = visit tagging – Request made when placing an order = conversion rate statistics – Data groupings on any captured information• Extremely simple initial setup
    • 14. Adding Visibility to Akamai with dynaTrace UEM Limitations of server-side monitoring • Missing pages in the visit • “Orphaned” data using referral-based visit tracking Log delays • Four-hour log shipping from Akamai Client-side monitoring • AJAX call to dynaTrace agent
    • 15. Adding Visibility to Akamai with dynaTrace UEM• Add application names
    • 16. Adding Visibility to Akamai with dynaTrace UEM• Add application names• Akamai and Server Page Actions grouped together
    • 17. Adding Visibility to 3rd Party Content• “This page is taking forever to load!”• Logs and server monitoring tools show good response times Slow computer? Network issues?
    • 18. Identifying 3rd party issues with dynaTrace UEM
    • 19. Adding Visibility to 3rd Party Content
    • 20. Fun with UEM
    • 21. Thinking Outside the BoxSpotting Issues First“I’m looking to drop some serious cash on cookware, but I can’tadd items to my cart!” • Utilize dynaTrace measures to capture input data from web forms • What are people saying about our site?
    • 22. Thinking Outside the BoxCapturing Feedback• Set up a Business Transaction to capture customer comments related to the website
    • 23. Thinking Outside the BoxDiagnosing the Add-to-Cart issue
    • 24. Thinking Outside the BoxDiagnosing the Add-to-Cart issue
    • 25. Thinking Outside the BoxDiagnosing the Add-to-Cart issue
    • 26. Special Promotions Monitoring• Special deals featured on The Today Show• Coupon codes are required• Add dynaTrace measure to capture entered coupon codes• Sit back and watch the visitor, coupon, and completed order count jump as the deal is offered in each time zone
    • 27. Conversion Rate Uses• Visit-based Business Transactions• Filter on special promotions/referrals, etc.• Create reports for the business to show campaign successes: email campaigns, links from Facebook, etc.
    • 28. Daily Reports
    • 29. Overview Dashboard
    • 30. Why not UEM?Old Tools dynaTrace UEM Log shipping from Akamai: 4 hrs No need for access logs: 0 hrs String together visitor’s clickpath: 2 hrs Find visitor’s clickpath: 1 min Identify Add-to-Cart errors from application logs: 4 hrs Identify Add-to-Cart errors: 1 min Reproduce issue: 30 mins Verify issue: 15 mins Identify root cause: 4 hrs Identify root cause: 5 mins
    • 31. © 2011 Compuware Corporation — All Rights Reserved