Delivering a fast and reliable website is critical to achieving business results. Research shows that a one second delay in website load time decreases conversions by 7%. That is quite significant when you are Delta Air Lines. What You Will Learn: Our featured speaker, Faiz Ahmad, Director of eCommerce Channels at Delta Air Lines, will share Delta's best practices for maintaining a top performing website that achieves their business goals Join Delta's Ahmad and Compuware's performance expert, Matt Poepsel, to learn: * About the impact of web performance on customer experience and business goals * How Delta Air Lines integrates performance metrics to overall website success metrics * How marketing and IT at Delta work together to optimize customer experience * Best practices for improving your own customer experience without slowing down your site

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2. DELTA.COM PERFORMANCE
Compuware Webinar

3. DELTA.COM: A TWO TIME WINNER

4. DIGITAL CHANNELS OVERVIEW
DELTA.COM
450+ million visitors annually
1+ million flight searches daily
5+ million online check-ins annually
MOBILE
mobile.delta.com – 1+ million visits
monthly
Mobile Apps – iPhone, Android,
Blackberry
1.8 million unique downloads

5. DELTA.COM: STATS
ACTION RESPONSE TIME
Homepage Download 3.3 Seconds
Flight Search 5.3 Seconds
Flight Selection 0.6 Seconds
Trip Summary 0.6 Seconds

6. HOW FAST IS FAST ENOUGH?
AMAZON
100 ms of extra load time led to a 1% drop in sales
(Source: Greg Linden, Amazon)
GOOGLE
500 ms of extra load time caused 20% fewer
searches (Source: Marrissa Mayer, Google)
Trimming page size by 30% resulted in 30% more
map requests (Source: Marrissa Mayer, Google)
YAHOO!
400 ms of extra load time caused a 5 to 9% increase
in the number of people that clicked back before
the page even loaded (Source: Nicole Sullivan, Yahoo!)
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7. WHY PERFORMANCE MATTERS
CUSTOMERS DEMAND IT (Source – Forrester)
79% percent of unhappy online shoppers will likely not shop
your site again
46% are more likely to develop a negative perception of your
company
44% will tell their friends and family about the experience
MOBILE COMMERCE AND EXPECTATIONS ARE ON THE RISE
In 2015, mCommerce will equate to11% of total retail
e-commerce sales1
85% of customers expect the mobile experience to equal the
online experience2
43% of mobile customers who run into purchase problems
will abandon the mobile transaction2
1 eMarketer
2 Harris Interactive
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8. DELTA.COM CASE STUDY
In August 2010, the Delta.com homepage was
updated
WHAT CHANGED
New look and feel
Streamlined navigation
Update to global site elements
MAJOR CONSIDERATIONS
Image size
Download time
Personalization
Browser compatibility
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9. DELTA.COM CASE STUDY
ACTIONS TAKEN
Image size standardization. Despite size
requirements, page size did increase
and was closely monitored
Edge caching was implemented for style
sheets and static images
Reduction in the amount of data
retrieved to generate personalized
experiences
Some experience updates were
compromised to ensure older browser
compatibility
RESULTS
Consistent performance pre and post
launch
10% lift in online check-in initiation
1% lift in flight search initiation 9

10. WEB PERFORMANCE GOALS
Top tier position for speed and reliability, beyond
travel industry
Exceed customer expectations for functionality,
support and services without sacrificing performance
Maintain a consistent experience and superior
performance across all digital touch points
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11. KEY METRICS FOR MEASUREMENT
Speed and availability of website,
mobile site and mobile app
Customer satisfaction
Online sales
Online check-ins
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12. LEVERAGING GOMEZ BENCHMARKS
Continuous measurement of site performance,
availability and consistency
Insights into performance metrics of direct
competitors and beyond
Incentive to exceed industry standards for top
performance
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13. A BALANCED APPROACH

14. BUSINESS AND IT TOGETHER
Share metrics and goals across Business and
Technology teams
Engage technical teams early to understand
experience trade-offs
Employ continuous measurement and analysis to
identify and correct performance bottlenecks
Co-author solutions that will be successful for your
customers, the business and digital performance
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15. KEY ELEMENTS FOR SUCCESS
UNDERSTAND
MEASURE, TRADE-OFFS OBTAIN USER
BENCHMARK BETWEEN FEEDBACK
AND TRACK EXPERIENCE EARLY AND
KEY METRICS AND OFTEN
PERFORMANCE

16. THANK YOU

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