5 Ways to Increase Conversions Without a Site Redesign
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Download the full webinar here: http://pages.yottaa.com/2015-08IRIncreaseConversionsWebinar.html Full-scale redesigns are large, complex projects. Online retailers must learn to thrive on tactics that can be quickly implemented, tested, and iterated. Join us for a webinar focused on ways to improve eCommerce conversion rates without a large scale redesign, rebuild or replatform. Speakers Travis Smith, Experience Design Lead at The Tie Bar and Ari Weil, VP of Product Strategy & Marketing at Yottaa will give prescriptive guidance on: Adaptively serving desktop and mobile content Image optimization Managing personalized, dynamic and 3rd party content Checkout optimization Cloud automation to ensure agility, security and scale
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5 Ways to Increase Conversions Without a Site Redesign
- 1. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V 5 STEPS TO OPTIMIZE SITE CONVERSIONS & WITHOUT A REDESIGN
- 2. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V TRAVIS SMITH EXPERIENCE DESIGN LEAD @travisbsmith YOUR PRESENTERS ARI WEIL VP MARKETING & BD @aweil
- 3. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V 90% HOW WEB PERFORMANCE IMPACTS CONVERSION AND RETENTION FORTUNE 500 NOT MOBILE FRIENDLY 1 2 3 4 5 6 7 8 9 66% Expect <4 sec Page Load 57% Leave Industry Average: 5.3 SEC Mobile Average: 8.2 SEC 29% NEVER RETURN USERS ARE X-DEVICE 85% Leave 48%
- 4. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V CRITEO STATE OF MOBILE COMMERCE REPORT Q2 2015 MOBILE OPTIMIZATION IMPERATIVE
- 5. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V CRITEO STATE OF MOBILE COMMERCE REPORT Q2 2015 IMPORTANCE OF A CROSS-DEVICE STRATEGY
- 6. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V WHAT IS VISIBLE? WHAT DOES THAT WEIGH? TIP #1: OPTIMIZE PAGE SIZE
- 7. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V USER EXPERIENCE ( YOTTAA ) BIT DELIVERY ( CDN ) OPPORTUNITIES TO ACCELERATE WEB PAGES 7 DNS Resolution Server Connection Server ‘Wait Time’ Page Downloaded Browser Title Bar Appears Page Starts to Render Page is Displayed Ready for Interaction • CDN SOLVES FOR MILLISECONDS - Geo lookup - Server connection - First byte time • ACCELERATION SOLVES FOR SECONDS - Context-aware content serving - Full page caching – Start render time - Content orchestration – Display and Interactivity LEGEND DNS Resolution Content Delivery User Experience Delivery Start Your Website DESKTOP + MOBILE
- 8. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V IMAGES CALLS TO ACTION RELATED PRODUCTS TIP #2: OPTIMIZE PLACEMENTS
- 9. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V IMAGES CALLS TO ACTION RELATED PRODUCTS TIP #2: OPTIMIZE PLACEMENTS (MOBILE)
- 10. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V PERSONALIZED, ENGAGING CONTENT CHALLENGES WEB APPS USERSWEB INFRASTRUCTURE DESKTOP + MOBILE 3RD PARTY CONTENT ADS - SOCIAL – ANALYTICS - PERSONALIZATION LEGACY CDN Static 50% Dynamic 25% 3rd Party 25% ONLY STATIC CONTENT MODERNIZATION: CLOUD, SaaS, AGILE OUTSIDE OF YOUR CONTROL GAPS, ERRORS & FRUSTRATION
- 11. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V AVOID DISTRACTIO N& DRAW THE USER’S EYE BALANCE MARKETING WITH COMMERCE TIP #3: OPTIMIZE CTAs
- 12. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V • What makes sites larger? – CSS – Images – JavaScript • What makes sites slower? – All of the above – 3rd party tags JUST ONE INNOCUOUS PIECE OF JAVASCRIPT 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 < 300 KB 300-600 KB 600-900 KB 900-1200 KB 1200-1500 KB 1500-1800 KB 0 2000 4000 6000 8000 10000 12000 14000 < 10 10-20 21-30 31-40 41-50 > 50
- 13. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V ONLY TEST ONE VARIABLE AT A TIME UNDERSTAND STATISTICAL RELEVANCE NEVER STOP. EVER. TIP #4: A/B TEST
- 14. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V TIP #5: ANALYZE RESULTS
- 15. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V CONTEXTINTELLIGENCETM PLATFORM MAXIMIZES USER EXPERIENCE
- 16. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V Online Retailer selling Premium Quality Neck Ties, Bow Ties, Belts, Socks and More CASE STUDY: 2% 23% 39% 12% Conversion Rate Improved Time to First Byte Improved Time to Start Render Improved Time to Fully Display
- 17. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V THANK YOU!
Editor's Notes
- Yottaa delivers an adaptive, cloud-native CDN platform that makes online businesses up to 20% more profitable. Yottaa's patented ContextIntelligenceTM architecture enables businesses to manage, tune and secure end user experience in real-time. The SaaS platform integrates a client-cloud feedback loop for real-time HTML transformation, web security, and big data analytics to instantly provide actionable insight into the IT and business impact of desktop and mobile optimization and security.Customers have seen ongoing dramatic improvements across key metrics such as Time to First Byte by 67%, Time to Display by 40%, Average Session Duration by 73% and Conversion Rate by 20%. Internet top 500 businesses rely on desktop and mobile presence to drive growth, and as they adopt Yottaa's adaptive CDN technology and continuous optimization and security automation, will realize billions in incremental revenue. Visit www.yottaa.com to learn about what Yottaa can do for you to drive business impact for your online and mobile presence.
- DNS, Connect, Wait Time and First Byte are all very good today, except for Product Details Page. First Byte usually under 100ms, at least 300ms. Exceptions are Quill and Staples Product Details were both 1.3s.
- So how did we get here? If CDNs are an established technology, and giants like Akamai “are the Internet” (and we just discussed how the internet is getting faster), what gives? The root cause comes from how application delivery has evolved. First, we had the client-server model. Enterprises maintain an on-premises architecture and delivered content directly to users. You want to scale up, add more or better servers (or both) You want to attract and retain more customers, it’s up to you to evolve your app and your content yourself (BUILD) But with the advent of CDN technology and the evolution of sites like eBay and Amazon.com, businesses saw evidence of new ways to attract and retain increasingly distributed, global customers. Of course, not every business can invest $3bn/year in R&D to develop the features that Amazon has made famous, so… (BUILD) applications started to include increasing amounts of 3rd party content to augment what they produced and maintained in-house. This changed websites into complex, distributed applications. (BUILD) This trend has led to a shift in the balance of content for any given enterprise. According to the HTTP Archive, 50% of the content a business presents is static, 25% is dynamic (like navigation menus, product catalogues, content like blogs, and images), and the remaining 25% is personalized 3rd party content (like social media, business analytics, ratings & reviews, etc) (BUILD) This challenges legacy CDN technology because it can only truly optimize static content. This is 50% of the content on a site, but < 10% of pages are purely made up of static content. This means that EVERY PAGE slows down. (BUILD) Third party content, what Marketing and eCommerce understands is necessary to attract and retain customers, is completely outside of your control, but can wreak havoc on site stability and performance. (BUILD) This in turn creates gaps and errors for end users, which leads to frustration that in turn negatively impacts your brand reputation, customer loyalty, conversions and revenue. (BUILD) Which as become a significant driver for enterprises to adapt and modernize their infrastructure to embrace cloud technologies, SaaS, and an agile dev/deploy process.
- Front End Optimization 8,112,471 -> SYSTEM AND METHOD FOR WEBSITE PERFORMANCE OPTIMIZATION AND INTERNET TRAFFIC PROCESSING InstantON SYSTEMS AND METHODS FOR MANAGING RENDERING OF A WEB PAGE IN A BROWSER SYSTEMS AND METHODS FOR DYNAMICALLY MODIFYING A REQUESTED WEB PAGE FROM A SERVER FOR PRESENTATION AT A CLIENT App Sequencing SYSTEMS AND METHODS FOR DELIVERING AN ITEM OF WEB CONTENT REQUESTED BY A CLIENT SYSTEMS AND METHODS FOR MANAGING LOADING PRIORITY OR SEQUENCING OF FRAGMENTS OF A WEB OBJECT (I) SYSTEMS AND METHODS FOR MANAGING LOADING PRIORITY OR SEQUENCING OF FRAGMENTS OF A WEB OBJECT (II) SYSTEMS AND METHODS FOR MANAGING LOADING PRIORITY OR SEQUENCING OF FRAGMENTS OF A WEB OBJECT (III) Context Intelligence SYSTEM AND METHOD FOR CONTEXT SPECIFIC WEBSITE OPTIMIZATION SYSTEM AND METHOD FOR CONTEXT AWARE WEBSITE OPTIMIZATION SYSTEMS AND METHODS FOR DYNAMICALLY MODIFYING A REQUESTED WEB PAGE FROM A SERVER FOR PRESENTATION AT A CLIENT SYSTEMS AND METHODS FOR CONFIGURATION-BASED OPTIMIZATION BY AN INTERMEDIARY SYSTEM AND METHOD FOR MANAGING MULTIPLE VARIANTS OF AN HTTP OBJECT Yottaa Global Network 8,209,415 -> SYSTEM AND METHOD FOR COMPUTER CLOUD MANAGEMENT SYSTEM AND METHOD FOR NETWORK TRAFFIC MANAGEMENT AND LOAD BALANCING SYSTEM AND METHOD FOR ACCESS MANAGEMENT AND SECURITY PROTECTION FOR NETWORK ACCESSIBLE COMPUTER SERVICES SYSTEM AND METHOD FOR PERFORMANCE ACCELERATION, DATA PROTECTION, DISASTER RECOVERY AND ON-DEMAND SCALING OF COMPUTER APPLICATIONS CLOUD ROUTING NETWORK FOR BETTER INTERNET PERFORMANCE, RELIABILITY AND SECURITY ADAPTIVE NETWORK WITH AUTOMATIC SCALING ContextSAFE SYSTEMS AND METHODS FOR HANDLING A COOKIE FROM A SERVER BY AN INTERMEDIARY BETWEEN THE SERVER AND A CLIENT
- Yottaa delivers an adaptive, cloud-native CDN platform that makes online businesses up to 20% more profitable. Yottaa's patented ContextIntelligenceTM architecture enables businesses to manage, tune and secure end user experience in real-time. The SaaS platform integrates a client-cloud feedback loop for real-time HTML transformation, web security, and big data analytics to instantly provide actionable insight into the IT and business impact of desktop and mobile optimization and security.Customers have seen ongoing dramatic improvements across key metrics such as Time to First Byte by 67%, Time to Display by 40%, Average Session Duration by 73% and Conversion Rate by 20%. Internet top 500 businesses rely on desktop and mobile presence to drive growth, and as they adopt Yottaa's adaptive CDN technology and continuous optimization and security automation, will realize billions in incremental revenue. Visit www.yottaa.com to learn about what Yottaa can do for you to drive business impact for your online and mobile presence.