Optimizing the Web Experience for Customer Satisfaction with REI

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Hear from Jeremy Norris, Operations Manager at REI.com, with these shared best practices for optimizing the web experience for customer satisfaction and business benefit and Stephen Pierzchala from …

Hear from Jeremy Norris, Operations Manager at REI.com, with these shared best practices for optimizing the web experience for customer satisfaction and business benefit and Stephen Pierzchala from the Compuware APM Center of Excellence, as they discuss how REI.com:

• Tackles the challenges of commercial application delivery
• Measures and optimizes performance at the edge of the Internet
• Ties performance analytics to business drivers
• Delivers superior shopping experience (to drive revenue)

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  • 1. REI The Business Return on Site OptimizationStephen Pierzchala Jeremy NorrisCompuware APM Center of Excellence Operations Manager REI.com
  • 2. Compuware - Leading New Generation APMCompuware makes 8 Billion measurements per day - across 150,000 locationsCompuware APM® —Gomez — was cited as the#1 provider of webperformance monitoringsolutions to the largestonline retailers in the U.S.for the sixth consecutiveyear according to InternetRetailer Magazine
  • 3. Compuware - End-User Perspective Driven Need to view performance from the outside in
  • 4. Compuware - End-User Perspective Driven Need to view performance from the outside in The Application Delivery Chain
  • 5. Experiential Versus Operational Monitoring Real Customers / Local Mobile Major Employees ISP Carrier ISP Experiential Operational Synthetic Synthetic User Experience Monitoring – Last Monitoring – Management Mile Backbone • Real world • 150K+ global • Clean room environment • All your real end-users testing locations • Over Internet backbone • Browser based Apps • Across 168 • 150 locations worldwide countries • Mobile Apps • 5,000+ device profiles End-User Experience Fidelity
  • 6. Why Gomez UEM?
  • 7. Why Gomez UEM? Measure performance from the customer perspective
  • 8. Why Gomez UEM?
  • 9. Why Gomez UEM? Track performance by • Browser and Device • Geography • Key customer categories • Unique infrastructure elements
  • 10. Why Gomez UEM?
  • 11. Why Gomez UEM? Quantify performance effect on business metrics such as conversions and user satisfaction
  • 12. REIJeremy Norris - Operations Manager*All numbers are representational and are for example purposes only
  • 13. Who is REI? Our Focus Operations and Conversion InnovationAgenda How we work with Gomez Output is Value What’s Next
  • 14. REIWe inspire, educate and outfitfor a lifetime of outdoor adventure and stewardship
  • 15. REI• We are a multi channel retailer that is focused on customer experience across all retail avenues• We see site performance as a critical metric to customer experience• Our direction is to tie site performance to offline metrics – 55% of online shoppers who look at a product and don’t buy online, do buy at our stores within 30 days
  • 16. eCommerce OperationsTraditional:• Seen as a necessary cost of doing business• Costs weren’t always tied to exact revenue increases• New feature vs. fixing the plumbing conversations without knowing revenue impacts
  • 17. eCommerce OperationsTraditional: Today:• Seen as a necessary cost of • Providing Fiscally-backed doing business arguments for improvements• Costs weren’t always tied to • Influences the focus exact revenue increases development• New feature vs. fixing the • Showing where we adversely plumbing conversations impacted the customer without knowing revenue experience impacts
  • 18. eCommerce Operations – Focus “…time is money…” – Ben Franklin
  • 19. eCommerce Operations – Focus• We answer the questions, “…time is money…” – Ben Franklin
  • 20. eCommerce Operations – Focus• We answer the questions,• “How much money are we losing because our web site is slow?” “…time is money…” – Ben Franklin
  • 21. eCommerce Operations – Focus• We answer the questions,• “How much money are we losing because our web site is slow?”• “How fast do we need to be to keep our customers from leaving because of slow pages?” “…time is money…” – Ben Franklin
  • 22. Innovation – How we are different• Microsoft, Amazon, Yahoo, & Google affected their customers by degrading their experience and measuring the revenue effect
  • 23. Innovation – How we are different• Microsoft, Amazon, Yahoo, & Google affected their customers by degrading their experience and measuring the revenue effect• REI is committed to preserving the customer experience not adversely effecting it
  • 24. How Fast is Fast-enough? 2 Seconds • Membership • Product Pages 2.5 Seconds • REI Homepage • User Search • Navigation Search 3 Seconds • Outlet Homepage • Specialty Shop Pages
  • 25. Operations and Conversion• Shopping cart funnels revenue• High-refresh pages participation• High bounce rates• Lower pages per visit site• Managing peak demand performance conversion rate order participation
  • 26. A What-if Scenario• The Product page load time is directly correlated to the add to cart rate• Thus every second of increased load time can be equated to a calculated loss• For example if the page loads 2 second longer than our target we lose $1.7 million
  • 27. Gomez Integration• Gomez data accessed via Web Services API• Data uploaded via the analytics data insertion API• PHP script to automate the process 1. Access Gomez data 2. Data transformation 3. Omniture upload
  • 28. Service Level agreements• An aggregation of all browsers collected provides Homepage us a high level metric to Page Load Time (seconds) assign a service level agreement• This is the point where we 10-Oct 12-Oct 14-Oct 2-Oct 4-Oct 6-Oct 8-Oct 12-Sep 14-Sep 16-Sep 18-Sep 20-Sep 22-Sep 24-Sep 26-Sep 28-Sep 30-Sep can no longer tie exit rate to performance Target: Current: MSIE 8 MSIE 9 Firefox Safari Chrome Total X sec X.XX X.XX X.XX X.XX X.XX X.XX sec
  • 29. Gomez UEM• Gomez UEM allows for Total Revenue Loss: $XXX K compartmentalization of % if Revenue Loss Customer Experience by 14% by Browser individual browsers 40% IE 8 13% IE 9• This is paramount as we are Firefox Chrome in a browser resurgence Safari 18% 15%
  • 30. Gomez UEM allows for revenue attributionEach browser is broken down to an individual measurementlevel, where we can assign attribution for revenue loss ifneeded Current Page Load time 4.5 seconds Current Release vs. Target % Difference Internet Explorer 8 5.67 +2.67 +89% Internet Explorer 9 4.50 +1.50 +50% Mozilla Firefox 15 4.47 +1.47 +49% Safari 6 4.60 +1.60 +53% Google Chrome 22 4.32 +1.32 +44% Total 4.47 +1.47 +49%
  • 31. Home Page Performance Trending allows us to provide y/y, m/m, even event/event analysis Trending Page Performance by BrowserPage Load Time (seconds) 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 Week
  • 32. Providing Value
  • 33. Providing Value Page slowed
  • 34. Providing Value Page slowed
  • 35. Providing Value Page slowed People left
  • 36. What’s Next• CDW integration• Offline tracking of customer behavior• Full awareness of Site Performance impacts across all channels
  • 37. Thank You Jeremy Norris Operations Manager REI.com Stephen Pierzchala Compuware APM Center of Excellence