E commerce ebook-final


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E commerce ebook-final

  1. 1. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  2. 2. eBook Add to Cart Table of Contents INTRODUCTION 03 CHAPTER 1 : With Visibility Comes Insight 04 CHAPTER 2: The Beauty of a Single Pane of Glass 09 CHAPTER 3: Fixing Problems Before They Happen 12 CHAPTER 4: Up and Running in No Time 16 CONCLUSION 19 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  3. 3. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success Introduction On a spring day in May 1984, Jane Snowball, a 72-year-old grandmother poor user experiences, time lost working on strategic objectives. And living in Gateshead, England, went about her typical weekly errands, buying it’s not just the smaller companies that are suffering; these issues are groceries from her local Tesco supermarket. Unlike the rest of the world, impacting the e-commerce giants as well. however, Mrs. Snowball didn’t travel to the store and make the purchase in person; she did it from home using a modified domestic television In fact, a March 2013 report found that the world’s top e-commerce sites are connected by a phone line to the Tesco store. This experiment—conducted 22 percent slower than they were the previous year.4 To make matters worse, in partnership between the city’s Social Services department, Tesco and the three most widely used browsers—Firefox, Chrome, and Internet Explorer— all showed slower load times as well. Yet in the face of all this, users are and it led the way for companies like Amazon and eBay that spearheaded becoming increasingly impatient, with research suggesting that the average the industry a decade later. Internet user has a wait time threshold of three seconds or less. Fast-forward to today, and you’ll find an estimated 162,884 e-commerce In an industry where the name of the game is speed, the way you manage companies 1 selling goods online every day. In 2012, global e-commerce and monitor your e-commerce site can potentially make or break you. Some sales reportedly topped $1 trillion.2 And the American e-commerce market of the most common application management and monitoring challenges is expected to grow 13 percent this year, with Forrester predicting web that e-commerce teams are facing include: shoppers will spend $262 billion by the end of 2013. 3 • Lack of deep visibility. Many e-commerce teams may feel they have With numbers like these, it’s safe to say the e-commerce industry is alive their applications, they never reach their potential in terms of speed and challenges. Performance bottlenecks, unplanned outages, and massive traffic spikes can all cause downtime, not to mention the additional responsiveness. This also means they lack valuable insights that can help remove performance bottlenecks and improve user experiences. fallout that ensues: lengthy and expensive maintenance, faulty checkouts, 1 http://clients1.ibisworld.com/reports/us/industry/ataglance.aspx?entid=1930 2 http://www.emarketer.com/Article/E-Commerce-Sales-Topped-1-Trillion-First-Time-2012/1009649 3 http://www.internetretailer.com/2013/03/13/us-e-commerce-grow-13-2013 4 http://www.webperformancetoday.com/2013/03/27/top-e-commerce-sites-are-slower-than-they-were-last-year/ 03 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  4. 4. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success • Disparate and disconnected tools. You may have one tool that tells you the size—and with any budget—to improve application performance, and in turn, network is down. Another tool that tells you the site is slow. And yet another customer satisfaction. These tools make it possible to monitor every detail of tool that tells you how your servers are doing. Having to manage and monitor your e-commerce application—from the end user experience, through servers, all these separate tools can make performance monitoring much more time- down to the line of code—all through a single user interface. And because SaaS-based application performance management (APM) provides added • Lack of foresight. It’s common for e-commerce teams to be stuck in costs and obstacles of traditional on-premise options. constant reactive mode—often learning about an outage or problem through This is because they’re not getting a true understanding of site performance in real time, which in turn, limits their predictive analysis. and Skullcandy to CanvasPop and Warby Parker. That’s because these solutions give them: • Accelerated problem resolution • Limited deployment time. This is likely true across all IT functions, and it • Anytime, anywhere app management • Enhanced user satisfaction which not only carry a hefty price tag, but are also prohibitive when it comes you’ve got an e-commerce team desperately looking for an alternative solution. • Reduced infrastructure and maintenance costs In this e-book, you’ll learn how e-commerce companies of all shapes and sizes are tackling application performance challenges and staying ahead of the The good news is you don’t need to have the budget of an Amazon or eBay to solve these common challenges. Software-as-a-service (SaaS)-based competition. Read on to explore four unique stories of e-commerce success that resulted from one simple purchase: SaaS-based APM. web application performance tools make it possible for a company of any 04 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  5. 5. CHAPTER 1 With Visibility Comes Insight The need for deep visibility into an e-commerce application is typically a no-brainer: without it, you can’t see what’s going on, and in turn, aren’t this capability, many e-commerce teams tend to settle for good-enough Although this had long been the thinking at Warby Parker, eventually the e-commerce team realized that if it were to improve the performance of its site, then gaining deep visibility would need to be a strategic priority. © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  6. 6. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success How Warby Parker Cut its Average Load Time by 50% Despite this importance of fast load times, Warby Parker went for two years without access to in-depth, up-to-the-minute information on the site’s performance. “We had some basic data, but very little of it was Warby Parker offers boutique quality, classically crafted eyewear at affordable prices. Founded in 2010, the company engages with many customers directly through its website, avoiding traditional overhead $95—including the cost of polycarbonate prescription lenses and anti- so for a long time we saw no reason to change. But the fact remains that we didn’t have deep visibility into our environment. As a result, we weren’t reaching our potential in term of speed and responsiveness.” to get their hands on a pair (or two, or three) of Warby Parker’s stylish eyewear. But with the number of unique site visitors increasing by 3040% every month, the company’s rapidly growing engineering team was under mounting pressure to keep pace with runaway success. As a metrics-driven company generating a huge proportion of its sales on the web, Warby Parker recognizes that website performance has a direct impact on revenue. “For online consumers, a huge part of the happiness quotient depends on fast load times,” explains Ali Khan, the company’s Director of Technology. “We subscribe to the idea that the number of people who will proceed to checkout.” 06 05 © 2013 New Relic, Inc US +888-643-8776 Warby Parker uses New Relic to analyze website performance by state or region. www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  7. 7. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success That all changed, however, when Khan and his team learned about SaaS-based APM solution New Relic. They installed the software in less Measuring customer happiness with Apdex than an hour, and quickly realized how much it could change Warby Parker’s whole approach to measuring the success of each deployment. Apdex is an industry standard to measure users’ satisfaction with the response “New Relic enables us to measure like we’ve never measured before,” explains Kahn. “Now, every time we deploy new code—which we do users are, in contrast to traditional metrics like average response time, which two or three times each week—we can see, in near real time, if load can be skewed by a few very long responses. times increase or decrease. We’re able to measure performance in terms of geography, so we can monitor our Canadian website with far Warby Parker relies heavily on New Relic’s Apdex score to track load times and more precision than before. We can even analyze data on a state-by- conversion rates, thus helping ensure a higher level of customer happiness. state or region-by-region level.” With help from New Relic, Warby Parker cut average load times by 50% in just three months. “We’ve been very aggressive in addressing Kahn’s team, giving them the insight necessary to make better-informed any weaknesses across our site in the midst of exponential growth,” decisions about where to focus resources. As a result, Warby Parker is says Kahn. “You can’t make that kind of improvement in such a short now in the enviable position of being as proactive as possible, as often amount of time unless you have the latest information available at your as possible. “We’re committed to customer happiness, which means what New Relic gives us.” New Relic gives us the data we need to stay far ahead of the curve—and keep those customers coming back for more.” Learn more about Warby Parker’s online success: newrelic.com/case-studies/warby-parker 07 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  8. 8. CHAPTER 2 The Beauty of a Single Pane of Glass When business is good, it can be a double-edged sword: on the one hand, you see revenues skyrocket; yet at the same time, massive spikes in demand leave the engineering team scrambling to keep pace. This is especially true when you’re a monitoring-centric company like swiftly and release software quickly. Understanding the importance combine metrics from many technologies into a single platform, and simplify its overall testing process. © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  9. 9. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success unresponsive systems in any part of the process. So when Baird joined Improved Customer Satisfaction the company in January 2013, he was glad to see that it already had a SaaS-based APM solution in place. “I was familiar with New Relic from my time at a previous company,” he says. “It’s been tested through millions platform for professional event promoters and venues in the United States and Canada, from general admission clubs to festival grounds of hours of use, and it’s easily the most mature solution of its kind.” and theaters with reserved seating. The company works with some of the most respected venues and promoters in North America, including Brooklyn Bowl, Austin City Limits Live, the Independent in San Francisco, the Troubadour in Los Angeles, the Virgin Mobile FreeFest in Washington, D.C., and the Pitchfork Music Festival in Chicago. But of course, with that growth, also comes its own share of challenges. “As we gear up for another summer concert season, we know that our system will undergo an immense amount of stress,” says Matthew to achieve a 10x increase in site performance.” Warby Parker uses New Relic to analyze website performance by state or region. imperative. Event attendees are looking to spend their discretionary 09 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  10. 10. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success New Relic is the main tool that Baird uses on a day-to-day basis, One platform to monitor everything helping him keep a close eye on the frontend ticket-purchasing application and the backend event-management application. By dashboard, Baird is able to generate up-to-the-minute reports on sales performance. He can easily break out how many tickets the Platform empowers developers. You can easily build your own plugins to address almost any issue. And if you want to monetize or build another desktop, and social channels. channel, you can use this platform for marketing and promotion. The possibilities are truly endless.” Ticketfly also uses New Relic to supplement data from other applications. For example, Baird and his team rely on BlazeMeter to determine rate-limiting reactions in large tests—a practice that rates. In just one 12-week period, errors in the Wordpress stack dropped initially forced them to keep multiple windows open throughout the by 98%. The ticket-purchasing application dropped to a zero percent testing process. But now, with the New Relic Platform, that error rate. Average response time dropped from 800 milliseconds to 250 milliseconds. And the company achieved all of those improvements during a time of remarkable growth: during that same 12-week period, requests made a massive jump—from 3.27 million to 10.2 million. view, helping the company achieve instant visibility into an increasingly complex environment. Baird and his team can choose from a number of “We can see real issues now, and increase performance by 10x through plugins already created by an open community of developers, or they dispatching alone,” says Baird. Perhaps most important of all, these can create their own plugins to solve unique problems. period of error reduction corresponded, not coincidentally, with company is achieving a deeper understanding of a broader range of data. “It’s like having an MRI of our applications, showing us a slice of data across Learn more about all systems and making it easier for us to draw correlations,” says Baird. 10 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com :
  11. 11. CHAPTER 3 Fixing Problems Before They Happen Whether it’s budget constraints, a growing priorities list, or the fact that you’re operating as a lean and mean IT team, there are a number of reasons why e-commerce companies can get stuck in a constant reactive frame of mind. Looking to shift towards more proactive operations, CanvasPop decided to overhaul its entire web programming system, and in the process, realized how critical a role SaaS-based APM plays in helping improve overall site performance. © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  12. 12. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success How CanvasPop Cut Application Response Time to Microseconds After a six-month process of building and testing, CanvasPop went live with its new PHP-based system on August 1, 2012. The New Relic PHP client was with them every step of the way. “Deploying New Since 2009, CanvasPop has delivered more than 280,000 highquality, custom-made canvas photo prints to 100,000+ customers giving us actionable information within minutes.” across North America. Like any online retail business, CanvasPop It wasn’t long before the CanvasPop IT team realized that they could use SaaS-based APM to monitor not just the new PHP system, holiday season, when average page views rise from about 250,000 but legacy systems as well. Today, New Relic plays a crucial role in per day to as many as 700,000 per day. At other times of the year, CanvasPop’s continuous deployment strategy, providing the real- heavy media coverage may cause similar jumps in demand. “We time data necessary for engineers to deploy changes to production love the exposure,” says Paul Brohman, Lead Software Developer an average of three to four times every day. at CanvasPop. “But the exposure won’t do us any good if our site can’t handle those unexpected visitors.” A better way to view Transaction Traces In late 2011, customer demand was threatening to exceed the scale of the CanvasPop infrastructure. That’s when the IT team determined Although Google Analytics can be a helpful tool for viewing transaction that unless they performed a major site overhaul, the customer experience would suffer. In order to build a more scalable infrastructure and keep a closer eye on system performance, CanvasPop decided to migrate their entire system from ASP to PHP. 12 © 2013 New Relic, Inc traces, the CanvasPop IT team considers it “more of a marketing dashboard.” The web transactions in New Relic, however, are more engineering-focused, allowing them to see the slow points in terms of database memcache or rendering. US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  13. 13. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success “This is a single, unified solution that gives us the same interface and reports whether we’re in dev, test, or prod,” says Patrick Leckey, Senior Developer and Lead Systems Architect at CanvasPop. “And that helps anticipate many production issues that otherwise wouldn’t show up in testing.” Whether monitoring the dot-com frontend or the manufacturing backend, New Relic gives CanvasPop the tools and features necessary to keep all systems on track. With SaaS-based APM, CanvasPop’s application performance isn’t just faster—it’s more consistent, too. New Relic proved especially valuable when Amazon Web Services experienced a major outage on the East Coast of the United States in October 2012. “New Relic alerted us to the Amazon outage before Amazon did,” says Leckey. CanvasPop now has application performance that is faster and more consistent. In addition to providing up-to-the-minute metrics for proactive problem solving, having SaaS-based APM also helped CanvasPop IT address longstanding issues that had simply gone unnoticed. With faster, easier access to performance metrics—and with all metrics generated by a single solution—New Relic contributes to a major CanvasPop teams,” says Leckey. “And I credit New Relic with giving us the most accurate, most current data we’ve ever had for moving this business forward.” boost in productivity, not to mention, knowledge-sharing across the Learn more about the CanvasPop story: newrelic.com/case-studies/canvaspop organization. “Broader awareness means better alignment across all 13 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  14. 14. CHAPTER 4 Up and Running in No Time or another from using a SaaS-based solution. These products are affordable and they’re quick to deploy, making them perfect for e-commerce environments that need APM—especially when they need the service up and running immediately. Skullcandy saw the time and cost savings that would come from using SaaS-based APM compared to a traditional on-premise solution. And thanks to its decision to go with SaaS, the e-commerce team is seeing measurable improvements. © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  15. 15. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success How Skullcandy Successfully Launched a Brand New E-Commerce Site Director of Interactive Technology, attributes much of that success to the fact that New Relic is a SaaS-based solution. Skullcandy became one of the world’s most distinct audio brands by bringing color, character and performance to an otherwise once we added it to our provisioning, all our servers get New Relic monochromatic space and helped revolutionize the audio arena by introducing headphones, earbuds, and other audio and wireless lifestyle products that possess unmistakable style and exceptional performance. that, the enterprise products I’ve used in the past took at least 30 days Relic, we get everything we need from a single service—alerts, error When the company launched its e-commerce site in 2008, it took off immediately. Built on the Magento e-commerce platform with PHP and Linux, the online channels’ sales growth has challenged the interactive monitoring, transaction traces, application statistics, etc., and best of all, we got immediate results and insights that we just had not seen before.” team to keep up with accelerating demands. And eventually, the site’s Navigating the App Map growing pains got worse with a number of performance issues. Unplanned outages were on the rise, usually occurring more than An Application Topology map (App Map) illustrates your app and its related services as an architectural map. It also shows performance to lost revenue, and potentially, even to lost customers, Skullcandy’s problems in your app’s end-user experience, your app itself, and any interactive team immediately sought to identify the solution and of the internal or external services backing your app. the problem, Skullcandy still lacked proactive real-time performance Skullcandy’s use of the App Map feature is interesting. The team wrote their own internal services to replace parts of Magneto’s system, as what was going on in real time. rewrote as an external service. When the system makes an HTTP call Based on a recommendation, the Skullcandy team decided to give to the external service, New Relic monitors that performance via the New Relic a try. They were immediately delighted by the ease of App Map. This new process helped the e-commerce site’s performance implementation. And even more delighted with how fast they had improve by 25%. actionable data and information. Andrew Spencer, Skullcandy’s 15 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  16. 16. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success Skullcandy has achieved some notable results using New Relic, including a mean time to resolution improvement of 300%. It’s also made staff’s would otherwise make them frazzled. When the company released its new e-commerce site, Skullcandy 2.0, in 2011, having SaaS-based APM especially came in handy. To get ready for the launch, the team used New Relic to monitor the application, which New Relic, we had immediate insight into the application, how it was we needed to move forward even knowing that late in the year is not the best time to launch a new online site.” SkullCandy boosts sales with a new online channel. performance problem that was not revealed by prior tests. But within minutes, New Relic pinpointed the problem, highlighting both slow and monitor those issues that quickly, we would have had to roll back and wait until Q1 of the next year to implement the new site. Thanks less than 30 minutes to see and fully diagnose the problem. The team to New Relic, Skullcandy 2.0 went live on time—our internal customers were pleased and so were we.” an hour, and after that, the site just hummed. Learn more about the full scoop on the launch of Skullcandy 2.0: newrelic.com/case-studies/skullcandy 16 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  17. 17. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success Conclusion In today’s highly competitive e-commerce landscape, the success of your To ensure a positive shopping experience for customers, e-commerce company directly correlates with how quickly you’re able to pinpoint and companies just like yours are turning to SaaS-based APM to improve solve performance issues. After all, poor website performance translates performance and ease application management and monitoring. With into lost revenue, brand damage and additional support costs for your these cloud-driven capabilities, you’ll be in the perfect position to increase company. And when it’s peak shopping season, the pressure can be revenue and drive business growth. especially overwhelming. APM Assessment QUESTION Yes Can we quantify how third-party technology and services, such as ad networks and payment processes, are If you answered “No” or “Not Sure” to any of the questions above, it may be time for you to consider an APM alternative. To learn how you can improve your e-commerce site’s performance and boost user satisfaction, visit: www.newrelic.com. 17 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com No Not Sure
  18. 18. eBook Add to Cart: How One Simple Purchase Led to Four Unique Stories of E–Commerce Success About New Relic New Relic is a software analytics company that makes sense of billions of metrics about millions of applications in real time. Our comprehensive SaaSbased solution provides one powerful interface for web and native mobile applications and consolidates the performance monitoring data for any chosen technology in your environment. When your brand and customer experience depend on the performance of modern software, New Relic provides insight into your overall performance. New Relic, San Francisco HQ New Relic, Portland New Relic, Seattle 188 Spear Street, Suite 1200 111 SW 5th Avenue, Suite 2800 2101 4th Avenue, 19th Floor San Francisco, CA 94105 Portland, OR 97204 Seattle, WA 98121 Tel: +1.888.643.8776 support@newrelic.com www.newrelic.com 18 © 2013 New Relic, Inc US +888-643-8776 www.newrelic.com www.twitter.com/newrelic blog.newrelic.com
  19. 19. ©2008-13 New Relic, Inc. All rights reserved.