Shopzilla's "You Get What You Measure" - Velocity 2009

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In the summer of 2007, Shopzilla took on a two-year initiative to completely redesign its site and content delivery infrastructure. After our initial launch during the 2008 holiday shopping season, Shopzilla has continued to expand its investment in its global delivery platform. In this session, Shopzilla will share our lessons learned – the good, bad and a bit of the ugly:

* Time really is money – The real business benefit of a faster site
* The platform is bigger than the software – it includes the infrastructure, people and leadership
* Entropy will have its day – what happens when you don’t keep your eye on the ball
* Shopzilla’s tech stack, tools and techniques

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Shopzilla's "You Get What You Measure" - Velocity 2009

  1. 1. Shopzilla Site Redesign – We get what we measure Phil Dixon, VP Engineering Velocity 2009 June 23rd, 2009 | Velocity 2009
  2. 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. 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. 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. 5 Shopzilla Site Technology Overview Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  6. 6. 6 Anatomy of a Page Request Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  7. 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. 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. 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. 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. 11 Gratuitous Graph Slide Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  12. 12. 12 Yeah, yeah… but did we make money? Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  13. 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. 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. 15 Performance Penalties & bizrate.co.uk ~120% SEM Sessions Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  16. 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. 17 Is Performance Worth The Expense? YES! Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  18. 18. 18 Key Decision: Refactor or Rebuild Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  19. 19. 19 Simplicity, Speed and Quality are design decisions Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  20. 20. 20 Performance Gain Can Be Unexpected Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  21. 21. 21 We Get What We Measure Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  22. 22. 22 Lots More To Come Phil Dixon – VP, Engineering | Velocity 2009 | June 23 rd, 2009
  23. 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

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