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Shopzilla's "You Get What You Measure" - Velocity 2009
- 1. Shopzilla Site Redesign – We get what we measure Phil Dixon, VP Engineering Velocity 2009 June 23rd, 2009 | Velocity 2009
- 2. 2 Shopzilla, Inc. - Online Shopping Network 100M 8,000+ impressions/day searches per second 20-29M 100M+ UV’s per Month Products Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 3. 3 Background • In 2000, the business was simple - bizrate.com in the US • Co-brands, API and shopzilla.com • Multivariate testing, Europe and multiple data centers • Always in a rush • Difficult to change, differentiate • Site had become slow between 4-6 second page loads Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 4. 4 Our Build Approach • Start over, stay simple • Build 2 weeks at a time, deliver every page ASAP • Manage risk by managing exposure Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 5. 5 Shopzilla Site Technology Overview Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 6. 6 Anatomy of a Page Request Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 7. 7 digitalcameras.bizrate.com – Server Side 0 25 50 75 100 125 150 175 200 225 250 Sessionization Taxonomy Keyword Taxonomy SEO Content Product Search Attribution User Content Category Search Sponsored Links Search Log 1 Product Reviews User Content SEO Content Search Log 2 SEO Content Taxonomy Related Searches Product Details Related Searches Banner Banner Attribution Banner Banner Banner Banner Banner Access Log 1 Access Log 2 Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 8. 8 SLA’s – Key to High Performance • 650ms server side • 1.5s user experience • At the 95th percentile • Under peak loads • 0% error rate Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 9. 9 Most Performance Gains in the Browser Images toResponse Time Server non-cookie domain resulted in 0.5% oftop line revenue increase! Rest the Page Banners, 19% Other, 51% Images, 30% Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 10. 10 Can you spot our release dates? shopzilla.com 10/13/08 bizrate.com 10/17/08 Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 11. 11 Gratuitous Graph Slide Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 12. 12 Yeah, yeah… but did we make money? Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 13. 13 Site conversion rates increased 7-12% Revenue = sessions x conversion % x CPC Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 14. 14 Performance Impacts Abandonment Sessions to Google Clicks Ratio 100.00% 98.00% 96.00% 94.00% 92.00% 90.00% Bizrate Shopzilla 88.00% 86.00% 84.00% Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 15. 15 Performance Penalties & bizrate.co.uk ~120% SEM Sessions Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 16. 16 Performance Summary • Conversion Rate +7% - 12% • Page View’s +25% • US SEM Sessions +8% • Bizrate.co.uk SEM Sessions +120% • Infrastructure Required (US) -50% (200 vs 402 nodes) • Availability 99.71% 99.94% • Product Velocity +225% • Release Cost $1,000’s $80 Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 17. 17 Is Performance Worth The Expense? YES! Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 18. 18 Key Decision: Refactor or Rebuild Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 19. 19 Simplicity, Speed and Quality are design decisions Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 20. 20 Performance Gain Can Be Unexpected Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 21. 21 We Get What We Measure Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 22. 22 Lots More To Come Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
- 23. Thank You! Blog: tech.shopzilla.com Email: velocity@shopzilla.com Jobs: jobs.shopzilla.com Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009 June 23rd, 2009 | Velocity 2009