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maximizing-conversions-guide-checklists

  1. 1. 2 1 3 OPTIMIZE TEST MONITOR © 2015 Dynatrace Maximize Conversions On Your Next Big Online Event Best practices guide and handy checklists
  2. 2. © 2015 Dynatrace Performance guide and checklists for maximizing online conversions Table of contents 2 3 Optimize before your peak season 6 Test your readiness for the big event 8 Monitor during the rush 10 3 performance monitoring checklists
  3. 3. © 2015 Dynatrace 3 Back to Table of Contents Walmart — the biggest of the big box boxes from the brick-and-mortar world — knows that to compete today you must reach out to the hyper-connected digital consumer. In fact, Cyber Monday 2014 was Walmart’s biggest ever with mobile driving 70% of total traffic. They are also well aware of the fact that application performance impacts business results: in a recent study, by Walmart Labs, they experienced a 2% increase in conversion for every 1-second improvement in response time. It’s the responsibility of both the business and engineering teams to achieve conversion and revenue goals. In IT, you can’t impact the product assortment or how it’s marketed, but you can certainly make sure application performance doesn’t impact conversion. Bring this data along with technical insight to the next meeting, and you will thrill the business team: >> Real-time view of performance impact on user actions, transaction completions, and conversion captured during key events >> Performance metrics by device, OS, browser, bandwidth, and geography >> The step in the conversion funnel where visitors are abandoning >> Top entry and exit pages Optimize before your peak season Your top goal: Remove roadblocks to conversion Performance guide and checklists for maximizing online conversions
  4. 4. © 2015 Dynatrace 4 Back to Table of Contents Measuring performance impact on conversion Conversion rate is the percent of visitors on your site that actually buy something, and the conversion funnel is the steps customers take on your site that lead to purchase. Walmart.com found that when load times jump from 1 second to 4 seconds conversions declined sharply And for every 1 second of improvement, they experienced up to a 2% conversion increase. 2014 ecommerce revenue for Walmart: $9 Billion Data source: Walmart Labs Optimize before your peak season Your top goal: Remove roadblocks to conversion Performance guide and checklists for maximizing online conversions 1-2 3-4 5-6 7-8 9-10 11-12 13-14 <15 Conversionrate% Load time in seconds
  5. 5. © 2015 Dynatrace 5 Back to Table of Contents When should you work to improve your digital performance and reduce roadblocks to conversions? All year! But in the run-up to your big event, the best time is before you start readiness testing. For more detailed tips on how to optimize performance and remove conversion roadblocks before your next peak period, see the checklists at the end of this eBook. Optimize before your peak period Start now to improve your conversion rate Performance guide and checklists for maximizing online conversions Performance roadblocks to conversion Complete or partial outages: When marketing runs a promotion and you aren’t prepared, high volumes can cause your site to slow to a crawl or worse — crash. This leads to an abandonment rate increase and a drop in conversion rate. Slow response times: Today’s digital consumers expect Facebook and Google- like performance, and they’ll abandon your site for a competitor’s if they have to wait too long. Failures: Poor functionality due to JavaScript errors, mobile crashes, or bugs in the server implementation impact performance and lead to customer frustration. Most visitors will not even bother trying a different browser or device to re-run all their steps. Improve performance = improve conversions 3rd party impact: Ad services, social network plugins, payment services, CDNs, etc… — all of these 3rd party services make up a large part of your application, yet live outside of your data center. Get them under control by monitoring their SLAs and pulling them back when they don’t meet commitments. Consumers are hyper-connected and omni-channel: Continue to optimize content for tablets and smart phones (as well as extending testing to the wide variety of commonly used devices). Improve web page optimization (WPO): Basic WPO — like content compression, caching, or using CDNs — is too often forgotten in the complexity of online delivery. It’s critical that you focus here, especially on landing, product, and promotional pages. Predicting traffic: Do you know how your traffic predictions match your actual load? Analyze past predictions to better predict the future.
  6. 6. © 2015 Dynatrace 6 Back to Table of Contents Your application delivery chain is incredibly complex. It’s managing more volume, relying on more 3rd parties, and managing the digital experience on more devices than ever before. A problem anywhere along this delivery chain — whether it is in your data center or caused by a third-party service — can impact your customers’ experience. Before you start any readiness testing you need to understand what to test. Executing the test is the easiest part of the process. The hardest part is ensuring that the test you run answers the critical questions you have like: Was all the third-party content tested at your estimate of peak load? Was the test configured to truly stress the application the way your customers will? Test your readiness for the big event The top goal: Confidence into peak seasons and big events! Complexity is the new black: today’s application delivery chain “If something didn’t go wrong with some part of the application and/ or infrastructure during the test, there was likely something wrong with the test.” - Experienced tester Performance guide and checklists for maximizing online conversions
  7. 7. © 2015 Dynatrace 7 Back to Table of Contents To fully prepare for your next peak event: 1. Create test cases on key use cases across devices, browsers, and geographies and on your 3rd parties. 2. Do a sanity check by monitoring as a single user. 3. Test performance with your expected peak load. 4. Conduct a user concurrency test on your estimated peak load. 5. Test based upon your expectations for how real end-users will interact with your site. 6. Set-up the production monitoring environment. Test your readiness for the big event The top goal: Confidence into peak seasons and big events! While readiness testing is not a new concept, every day new web and mobile applications and sites are launched with performance problems that impact conversions and brand loyalty. See the checklists at the end of this eBook for a detailed guide to performance testing your eCommerce site before the big day arrives. Performance guide and checklists for maximizing online conversions
  8. 8. © 2015 Dynatrace 8 Back to Table of Contents Compare user actions across channels Compare experiences across channels by evaluating user actions. Visitors have the same expectations for performance whether they complete the user action (such as “search for”) on the website or on the mobile application. Evaluate the user action duration and errors across channels. Monitor during the rush Your top goal: A great user experience for every customer in every channel Performance guide and checklists for maximizing online conversions App Desktop Web Mobile Web Air2 There Air2 There Air Car Hotel Search! Cancel Destination: Leave: Return: Air2 There Air Book Now! Car Hotel Deals! Search! Cancel Destination: Leave: Return: Today’s Deals! Air2 There Destination: Leave: Return: Searching Los Angeles August 1 August 8 Air2 There Air Car Hotel Destination: Leave: Return: Searching... Los Angeles August 1 August 8 Air2 There Air Book Now! Searching... Car Hotel Deals! Search! Cancel Destination: Leave: Return: Los Angeles August 1 August 8 Air2 There Select! BOS-LAX Aug 1-8 $600 BOS-LAX Aug 1-8 $575 BOS-LAX Aug 1-8 $624 Air Book Now! Car Hotel Deals! Search! Cancel Destination: Return: Los Angeles August 1 August 8 BOS-LAX Aug 1-8 $600 BOS-LAX Aug 1-8 $575 BOS-LAX Aug 1-8 $624 BOS-LAX Aug 1-8 $599 Select! Cancel Air2 There Air2 There Air Car Hotel BOS-LAX Aug 1-8 $600 BOS-LAX Aug 1-8 $575 BOS-LAX Aug 1-8 $624 BOS-LAX Aug 1-8 $599 Select! Back Air2 There Book it! Los Angeles (1 Stop) August 1 Boston (1 Stop) August 8 $575Price: Leave: Carrier: Return: AirVenture Air Book Now! Car Hotel Deals! Search! Cancel Destination: Return: Los Angeles August 1 August 8 Book it! Cancel Los Angeles (1 Stop) August 1 Boston (1 Stop) August 8 $575Price: Leave: Carrier: Return: AirVenture Air2 There Air2 There Air Car Hotel Select! Back Los Angeles (1 Stop) August 1 Boston (1 Stop) August 8 $575Price: Leave: Carrier: Return: AirVenture User Action: Loading Duration: 1.5 Sec Failures: 0 User Action: Search Duration: 1.5 Sec Failures: 0 User Action: View Duration: 1.5 Sec Failures: 0
  9. 9. © 2015 Dynatrace 9 Back to Table of Contents Digital consumers are no longer taking a straight path to purchase on your website. They are switching from smartphone to PC to tablet and back, at home, on- the-go and in your physical store. You need to track each one of their actions across channels and map their entire visit (user journey) into a single view with actionable performance data to meet their ever-increasing expectations for a great digital experience. Evaluate the complete visit (user journey) Imagine a customer opening your mobile app, searching for a book, putting it in his cart, adding payment information, and then the app crashes. There is nothing more frustrating to your customers than ALMOST buying the product. You lost a sale today and in the future. Your customers’ experiences across all actions are what ultimately determine whether they are satisfied with their experience or frustrated. Look at the customer visit as a collection of all her actions, and in the order that she executed the actions. At a minimum, measure the first and last action and when the visitor abandoned the site or converted. Monitor during the rush Your top goal: A great user experience for every customer in every channel Performance guide and checklists for maximizing online conversions
  10. 10. © 2015 Dynatrace Subtitle of Slide Story book goes here © 2015 Dynatrace Performance guide and checklists for maximizing online conversions Back to Table of Contents 3 performance monitoring checklists: Maximizing conversions during your peak season Are you prepared for your next big event? Review these checklists to find out.
  11. 11. © 2015 Dynatrace 11 Back to Table of Contents 1. Establish a monitoring strategy based upon business goals for the peak period Understand marketing plans and historical traffic data to plan for additional resources, better yet: include marketing in your DevOps team! Make sure you have plenty of bandwidth Leverage CDNs for faster content delivery Actively monitor not only applications, but also infrastructure and 3rd party services Continuously test and improve performance 2. Remember simple and basic WPO practices Check key pages with performance monitoring tools Avoid too many JavaScript gimmicks Trim and optimize page loads 3. Take into account omni-channel strategy and know the performance implications Do proper testing across the most popular devices and browser versions Have fallback strategy for native apps (e.g. switch to web view) 4. Understand 3rd party impact on your performance Implement your site so 3rd party content doesn’t impact your performance Monitor 3rd party performance (including CDNs) on a regular basis 5. Plan for traffic peaks Sync with 3rd party vendors in advance of the peak period on their ability to handle your load Have a “bail out” option to turn off 3rd party features and/or content if they start to impact your online performance Checklist 1: Optimize before your peak season Performance guide and checklists for maximizing online conversions
  12. 12. © 2015 Dynatrace 12 Back to Table of Contents 1. Create your test cases Identify key page and user actions including: landing pages, homepage, pages for special promotions Map out the conversion funnel on both web and mobile: i.e. home page, product detail page, add to cart, proceed to check- out, verify billing and credit info, confirm, purchase, etc. Don’t forget key use cases, i.e. browsing the product catalog, store locator, product search, or call center contact page Cover key use cases channels (website, mobile app, mobile web) Identify special app features such as product info via scanned barcode, recommendations, or shopping history Identify the types of end-users — taking into account trends (i.e. increase in mobile devices or most popular browsers) — devices, OS, browsers, geography, network connectivity Identify 3rd parties including the CDN and services such as ads, recommendations, and social media 2. Do a sanity check by monitoring as a single user Check basic web performance optimization (WPO) rules Check the end-to-end performance of your use cases For mobile native apps: run tests on the real devices, test responsive design, device specific features, etc. 3. Test performance with your expected peak load Distribute your peak user per hour estimate across main user locations and common use cases Ramp the load up to the expected peak, then monitor response times, resource utilization, and failures Watch your performance monitoring charts to pinpoint the breaking point of an application For mobile native apps: focus your testing on the APIs that it calls. Slow APIs impact responsiveness of your mobile native app and conversion Checklist 2: Test your readiness for the big event Performance guide and checklists for maximizing online conversions
  13. 13. © 2015 Dynatrace 13 Back to Table of Contents 4. Test whether you can handle concurrent users Run the peak load test with a constant high load over hours. This will spotlight any problems. If you get stable response times, you are good to go! For mobile native apps: test APIs with the expected high number of visitors over hours Measure impact of connection handling on response time — how many parallel connections, latency, and bandwidth of mobile devices 5. Do real end-user testing Check connectivity, bandwidth, device, browser (download speed, number of physical connections, browser cache strategies) Check whether static content should be delivered from a closer proximity CDN Check JavaScript execution times (faster vs. slower JS Engines), etc. For mobile native application: test features and special use cases (i.e. camera or orientation sensor) by test real device type, browser, user location 6. Set up your production monitoring environment Make sure business, operations, and development have provided monitoring requirements Check whether metrics are captured correctly and alerting works as expected Checklist 2: Test your readiness for the big event (cont.) Performance guide and checklists for maximizing online conversions
  14. 14. © 2015 Dynatrace 14 Back to Table of Contents 1. Conduct deep-dive review on the root cause of performance issues Evaluate full error detail including how many users and transactions are impacted (by browser, device, and OS) Dig into the complete user action trail leading to the issue (e.g. device, network, location, CPU, and/or RAM issue) Analyze SQL statements at the visit-level to see call count, bind values, round trip and, execution times on any individual transaction Follow each user click through your 3rd party and server- side infrastructure (Java, .NET, PHP) down to a single method invocation or database call 2. Evaluate performance impact on business goals Watch how performance is impacting business metrics Determine how your mobile business compares to your Web business. Are conversion rates hitting goals? Are you successful in your target markets? 3. Analyze real end-user monitoring performance data in a single dashboard view Evaluate how key use cases are performing Identify app screen and Web pages that have higher than expected drop rates. Is that related to a given geo / device / carrier / 3rd party? Make sure performance meets the expectations for important end-user segments — by browser, device type, and geographic location Evaluate 3rd parties and your CDN to confirm they’re meeting SLAs and aren’t impacting performance 4. Track your user’s journey on your site Compare user action duration / performance across channels Monitor each step success and failures across the transaction. Don’t look at steps in isolation Capture user visits (without gaps) on their navigation path from landing to exit page, including how long they stay and how much they engage with your site Checklist 3: Monitor during the rush Performance guide and checklists for maximizing online conversions
  15. 15. © 2015 Dynatrace 15 Back to Table of Contents We hope that this guide and checklists have given you some insight on how to be better prepared to meet the demands of today’s hyper-connected digital consumers, at your next big event. Below are some additional resources to help you with your preparations. Mobile and website performance test Are you delivering exceptional user experiences? Take a free performance test today to find out. This website evaluation and report will help you to: >> Understand how your website is performing for mobile and web users >> Analyze the performance impact of your website design >> Know how your mobile and website speed compares to the best in your industry Webinar replays >> Attention Holiday Online Businesses: Avoid Cyber Monday’s “Too Late” Tuesday >> Best of the Web Awards 2015 >> 5 Ways to Drive Conversions with Exceptional User Experience The blogroll >> Creating Evolved Applications for Evolving Customer Experiences >> Comparing User Experiences: Web, App & Mobile >> Julie Ask at Forrester >> Omni-Channel Monitoring in Real Life >> The Essential Omni-Channel User Experience Measurement Index Recommended reading >> A Year in Digital Performance >> 2014 Mobile Holiday Shopping Report >> Best of the Web 2015 Report >> Nordstrom: Creating a Singular Experience, Online and In-store >> The Mobile Mind Shift by Ted Schadler, Josh Bernoff and Julie Ask Explore and get more Performance guide and checklists for maximizing online conversions
  16. 16. 2 1 3 OPTIMIZE TEST MONITORLearn more at dynatrace.com Dynatrace is the innovator behind the industry’s premier Digital Performance Platform, making real-time information about digital performance visible and actionable for everyone across business and IT. We help customers of all sizes see their applications and digital channels through the lens of their end users. More than 7,500 organizations use these insights to master complexity, gain operational agility and grow revenue by delivering amazing customer experiences. 7.14.15 401_SS_MaximizingConversions_jg

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