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Accelerating eCommerce Experiences: 2016 Holiday Case Study
- 1. Confidential © 2016 All Rights Reserved Accelerating eCommerce Experiences 2016 Holiday Case Study 1
- 2. Confidential © 2016 All Rights Reserved Problem: Website complexity increases load time Page complexity: custom java script 3rd party content (ads, social) 3rd party services: recommendation engines Rich Images & graphics Personalization & Animation Live chat Average load time is 5.3 to 8.2 seconds Custom Fonts Average page: 220 calls to 80 domains 2
- 3. Confidential © 2016 All Rights Reserved Implication: Revenue lost as load time increases 50+%WILL LEAVE 3SECONDS YOU ONLY GET $50M/yr Retailer 7% Lift = $3.5M *According to Industry Analyst and ecommerce leaders like Amazon and Walmart 7%CONVERSION LIFT EVERY SECOND of reduced load time 3
- 4. Confidential © 2016 All Rights Reserved INFRASTRUCTUE WEB CONTENT S T A R T TITLE FIRST CONTENT ABOVE THE FOLD COMPLETE CDN Hypothesis: Acceleration will improve conversion rates eCommerce Acceleration Platform • Optimize, sequence & prioritize content • Take seconds off load times • Increase conversion rate 4
- 5. Confidential © 2016 All Rights Reserved Technology Tested: Yottaa eCommerce Acceleration Platform 5 Yottaa technology enables online retailers to significantly improve website performance across all devices resulting in higher conversions
- 6. Confidential © 2016 All Rights Reserved Yottaa Acceleration Results: Performance Improvement 6 eComm Platform Homepage Category Product Detail Website 1 SAP Hybris +63% +43% +59% Website 2 SAP Hybris 57% 58% 52% Website 3 SAP Hybris 37% 29% 50% Website 4 Oracle ATG +57% +50% +47% Website 5 Oracle ATG +46% +26% +35% Website 6 Oracle ATG +22% +51% +39% Website 7 Oracle ATG +32% +32% +45% Website 8 Demandware +54% +54% +57% Website 9 Homegrown +40% +37% +44% Website 10 IBM +44% +49% +41% Sampling of IR 500 site assessments testing Yottaa acceleration % improvement denotes reduction in time to display
- 7. Confidential © 2016 All Rights Reserved Focus: Conversion Impact on SAP Hybris Website • Subject: Retailer of home furnishings • eCommerce Platform: SAP Hybris • Technology Tested: Yottaa eCommerce Acceleration Platform • Test Format: A/B test on live Website serving customers, broken into experimental group (directed to Yottaa accelerated version of website) and control group (directed to current website) • Time Period: 8 days during 2016 Holiday shopping season 7
- 8. Confidential © 2016 All Rights Reserved Results: Conversion Impact of Acceleration on SAP Hybris 8 Conversion Rate Control Group – Current Website 1.84% Experimental Group - Accelerated Website 2.20% Improvement (Absolute) +0.36% Improvement (%) +19.6% Statistical Significance Yes - 98% confidence Conversion Rate = Orders / Visits
- 9. Confidential © 2016 All Rights Reserved Summary • Yottaa increases Website performance 30-60% • Strong correlation between speed & conversion rates • Acceleration applicable to SAP Hybris Websites • Conversion rate lift verified on SAP Hybris (+19% lift) 9
- 10. Confidential © 2016 All Rights Reserved How would acceleration impact your eCommerce business? Contact Yottaa today for a free performance assessment 10
Editor's Notes
- Pre-work Required: Add retailer name and their logo – get transparent background Add your name If a client wants this presentation – you must save as a pdf! Do not send ppt!
- Pre-work Required: no changes needed Script/instructions: Ecommerce site are evolving in many exciting but complex ways An average page takes over 200 calls to 80+ domains to load completely. Brands must add complex capabilities to attract and keep our shoppers happy and engaged <click to build and speak over the build> For example we access image servers like scene7 or have custom javascript, social feeds, rich images, live chat, custom fonts to best represent the brand, personalization and much more. These are just examples of the 1000’s of technologies you may want or need. <click to build and speak over the build> When you layer in mobile complexities like responsive design it gets even more complex There is huge upsides to responsive design like editing one version of the site and it works on all devices, your branding remains consistent, the down side is the heavy desktop content is sent to all devices but then only the mobile view displays. This makes sites slow and impacts conversion, in fact the average mobile page loads in 8.2 seconds! Probing: Mobile probing questions. I noticed you are on RWD, could you describe to me how this has impacted your load times?
- Pre-work Required: Replace logo Enter in their current Online revenue number Use the ROI calculator to determine what a 7% lift will be (don’t remove the margin at this point) Enter the increase in sales number Script/instructions: However success is measured is seconds! <click build> As I mentioned shoppers only give you 3 seconds then over 50% will leave <click build> every second of reduced load time gets you a 7% increase in conversion rate, it also improves customer sat, page views and average order value but 7% conversion lift is massive Get your seconds back and grow your revenue. <click build> <company name> assuming you are at $50M online revenue you will likely see a $3.5M increase in sales Probing questions: What does $3M in sales mean to you? How much cash is this? What are your gross margins? Or validate if you know from annual report. Have you heard about the relationship of page loading time and conversion rate? Do you think it makes sense that a faster site means more transactions? What is your conversion rate? The shopper frustration level is high after after 3 seconds. What have you experienced as a brand or a shopper? When you get a white screen do you leave? I know I do. Is $50M annually online sales accurate? If not what is it? If they ask about the projected ROI here – You could introduce the ROI calculator. We have tools that are going to help you understand and prove the value Yottaa will bring to you organization – as we go through the 2 step proof process I will share with you and ROI calculator What would it mean to you to improve your shoppers experience with your site? Do you have a short term goal for conversion rate lift over the next calendar year? Is this a top down or bottom up objective? What is your growth objective?
- Pre-work Required: No changes needed Script/instructions: This slide should take less then 1 min Yottaa has a different approach to get your seconds back <click build> All page content is loaded in the expected range that your shopper needs – this allows the shopper to easily view and check out and this is increasing our clients conversion rate on average 10 to 20%. You don’t need to hold back content and technology for speed thanks to the ecommerce acceleration platform you can have both You can be up and running in 2 weeks with no code change to your site – Lets review some of our key functionality that makes this possible. <next slide right away>
- Measuring mostly displayed Percentage improvement represents reduction in time 1-Levis 2- Office Depot 3 – Benefit Cosmetics / LVMH 4 - Ann Taylor 5-Stage Stores 6-JC Penney 7-TJX 8 – Petsmart 9 - Dell 10 -Northern Tool