Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Using digital performance analytic to optimize digital user experience id av5

456 views

Published on

Slides share on IDA Data 101 Series: Digital Performance Analytic to optimise Digital User Experience

Published in: Technology
  • Be the first to comment

Using digital performance analytic to optimize digital user experience id av5

  1. 1. 1 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Using Digital Performance Analytic to optimize Digital User Experience
  2. 2. 2 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace The New Digital Customer Empowered 60% rate performance/response time as #1 mobile app expectation ahead of features and functionality (Forrester, Nov 2014) DemandingMulti- device 2+ BILLION People have some form of a social media account. 44% will air their frustration on social media when poor experience (Dynatrace Survey, Dec 2014) 95% digital shoppers who started on a smartphone continued on a PC (Forrester, Q4 2014)
  3. 3. 3 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace No Business is Immune to Digital Disruption Do you think your business will be disrupted by digital technologies in the next 12 months? Forrester, March 2014
  4. 4. 4 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Digital Disruption
  5. 5. 5 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace
  6. 6. 6 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace
  7. 7. 7 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace 3 seconds of tolerance • 46% will shop elsewhere if a site takes longer than this • 60% rate performance/response time as #1 mobile app expectation ahead of features and functionality
  8. 8. 8 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace New Reality, New Questions + What is a typical customer journey across touch- points? + What is driving abandonment at given pages/steps? + Why is my app getting 2 stars ratings? + How do visitors perceive my site vs. my competitors? + Why is my conversion rate low with this customer segment? + How is conversion affected by performance? + Why is A/B Testing not improving conversions? + What is the impact of adding another ad block to my site?
  9. 9. 9 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace What’s Preventing Better User Experience Insights? + What is a typical customer journey across touch- points? + What is driving abandonment at given pages/steps? + Why is my app getting 2 stars ratings? + How do visitors perceive my site vs. my competitors? + Why is my conversion rate low with this customer segment? + How is conversion affected by performance? + Why is A/B Testing not improving conversions? + What is the impact of adding another ad block to my site? • Siloed analytics per channel • Rising complexity • 50 external services behind a site on average (social, ads, analytics, etc.) • Device type proliferation – 600+ devices to cover 80% of the market
  10. 10. 10 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace We want Answers not Data
  11. 11. 11 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Getting Answer from Data - In WWII, Allied bombers were key to strategic attacks - constantly shot down over enemy territory. The planes needed more armour - Abraham Wald started with a simple diagram—the outline of a plane
  12. 12. 12 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Optimised Digital User Experience User Behavior User EnvironmentUser Action Response Time Errors
  13. 13. 13 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace 5 Key Performance Metrics to optimise digital user experience Responsiveness Latency Third party impact Load Testing Metric Benchmarks
  14. 14. 14 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Responsiveness
  15. 15. 15 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Responsiveness • Is your application accessible in different country or region? • Are the users of your application Satisfied, Tolerating or Frustrated • Is your application optimized for the platform it’s being viewed on? • Are your users able to easily view and navigate through the application?
  16. 16. 16 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace
  17. 17. 17 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace
  18. 18. 18 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace
  19. 19. 19 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Responsiveness: The whole visit matters
  20. 20. 20 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Responsiveness: The whole visit matters 50% transactions abandoned Visit 2 6% steps with issues Visit 3 Visit 4 Visit 5 Visit 6 Visit 1 visit also needed to compute conversion and bounce rates
  21. 21. 21 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace • Service Recovery/ Personalised call to • Failed Check in for Gold Frequent Flyer members • Failed ecommerce transaction of more than $200 There is an opportunity in this
  22. 22. 22 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Latency
  23. 23. 23 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Latency
  24. 24. 24 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Latency: Optimising every component • The average attention span of today’s consumer is 3 - 8 seconds. • Lag times between requests and page loads run the risk of losing customers. • 1 Sec delay = 7% reduction in conversion
  25. 25. 25 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Latency: Optimise your images According to the HTTP Archive, the average top 1,000 web page is 1491 KB in size
  26. 26. 26 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Latency: Improving your Latency • Allow more requests to happen concurrently. • Shorten the server round trips by bringing content closer to users. • Reduce the number of round trips. • Improve the browser cache, so that it can: • store files and serve them where relevant on subsequent pages in a visit and • store and serve files for repeat visits.
  27. 27. 27 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace 3rd Party Impact
  28. 28. 28 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace 3rd Party Impact
  29. 29. 29 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace CDNSocial Media Ad Provider 3rd Party Impact: Trust but Verify
  30. 30. 30 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace
  31. 31. 31 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Load Testing Metric • China Railway Corporation • 2.97 Billion Page Visits per day • 280M Million tickets per day
  32. 32. 32 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Load Testing Metric
  33. 33. 33 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Load Testing: Why you Load Test • Be Prepare before you launch your app or site • Plan for your intended load and concurrent usersLaunch Readiness • Understand your user behaviour • Plan ahead for peak (Marketing campaign/ year end events) Prepare for Peak • Start small but prepare to scale • You do not plan for your application to stay smallDesign to Scale
  34. 34. 34 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Load Testing Metric • Web Server (Busy and Idle Threads/ Throughput/ Bandwidth) • App Server (CPU Hotspot/ Worker Threads/ Memory issues) • Host Health (CPU, Memory, Disk I/O/ Key Processes) • Application (Time Spent in logical Tier or Layer / No. of calls into a logical tier) • Database Activities • Average # SQL per user/ Total # SQL statements/ slowest SQL) • Connection Pool (Utilisation / Acquisition time) • Error Detection (# of exceptions/ # of log entries) Download the “Key Performance Metrics For Load Tests Beyond Response Time” whitepaper
  35. 35. 35 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Benchmarking: Context is key 4.59 sec 2.04 sec
  36. 36. 36 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Benchmarking: Features vs Performance
  37. 37. 37 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Free Performance Test
  38. 38. 38 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Free Performance Test
  39. 39. 39 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Free Trial (Personal License)
  40. 40. 40 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace Other Resources • http://www.isitdownrightnow.com/ • http://www.outageanalyzer.com/ • http://www.websitedown.info/ • https://developers.google.com/speed/pagespeed/ • http://www.webpagetest.org/ • https://github.com/google/latency-benchmark
  41. 41. 41 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace
  42. 42. 42 COMPANY CONFIDENTIAL – DO NOT DISTRIBUTE #Dynatrace

×