Opticon 2015-Experience Optimization in Modern Web Architecture

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Featuring speakers from Tilt, BitTorrent, RocketLawyer, Optimizely Dave King, Frontend Lead, Tilt Justin Knoll, Senior Director of Product Management, BitTorrent Case Van Arkel, Senior Optimization Specialist, RocketLawyer Jordan Garcia, Frontend Tech Lead, Optimizely Joe Casson, Sales Engineer, Optimizely AngularJS, Backbone, React—like it or not, modern web architecture is shifting into the world of the single-page application. Learn what to look for in JS frameworks so you can run powerful A/B tests with Optimizely and how to integrate Optimizely into your current single-page application architecture. The first half of the session, Jordan Garcia, Frontend Tech Lead at Optimizely, will overview single-page application frameworks. The second half will showcase customers who have implemented great A/B testing strategies developed for their single-page applications.

Business

#opticon2015
Experience Optimization in
Modern Web Architecture
Joe Casson
Optimizely
@mrcasson
joe@optimizely.com
Jordan Garcia
Optimizely
@jordanjgarcia
jordan@optimizely.com

• Recent trends in modern web architecture
• Opportunities and challenges
• On the ground knowledge from panelists
Single Page Applications Overview

“What is a single page
application?”
– Joe Casson, Opticon 2015

Traditional Web Architecture
• Webpage rendered server-side
• Little client-side logic
• User interaction reloads the page
Server
Initial Payload
html / css / javascript
Browser

Single Page Applications
• User interaction doesn't reload
• More client-side logic
• Scripts and stylesheets aren’t re-
downloaded
Server
Browser
Initial Payload
html / css / javascript
API
User
InteractionNew Content

Performance
• Scripts and styles are not re-downloaded
• Increase in perceived performance

Distribution
• Companies building for more
platforms
• Single API powers all platforms
• Easier to build for new channels
Web
API
iOS Android

Optimizely with Traditional Web Architecture
• In the past, server rendered
pages were the norm
• Optimizely javascript snippet
served on every page
• Every page load activates
Optimizely and runs experiments
Server
Initial Payload
html / css / javascript
Browser
+

Optimizely with Single Page Applications
• User interaction doesn't reload
• Analogous “page load” event
• Manual or Conditional Activation
Server
Browser
Initial Payload
html / css / javascript
API
User
InteractionNew Content
+

• Calls Optimizely javascript in the page
• Requires access to source code
Manual Activation

• Set up entirely in visual editor
• One-time setup
Conditional Activation
Option 2: Callback
Option 1: Polling

Single Page Application Frameworks
• Router controls page navigations
• Need a hook or event to set up
conditional activation
• Integration with frameworks:
AngularJS, Ember, Backbone
Product
Page
Checkout
Page
Home
Page
Router
User clicks link

Conditional Activation in AngularJS
• Hook into router location change event
• Set up once in visual editor

• Good convention — route changes always go through router
• “Hookable" — an event or callback that can be used with
conditional activation
• Access to application state
Building Your Own Router

#opticon2015
Panel
Jordan Garcia
Front-end Lead, Optimizely
Case Van Arkel
Senior Optimization
Specialist, Rocket Lawyer
Dave King
Front-end Lead, Tilt
@tildedave
Justin Knoll
Senior Director of Product
Management, BitTorrent
@jordanjgarcia

Data Flow with Flux Architecture
Stores
React Views
“A” variation “B” variation
Optimizely Experiment
On window load, custom 
JavaScript updates the  
experiment store and the  
page automatically updates

Testing Different Signup Forms
Conditional in source code 
checks experiment store

Testing Different Signup Forms
If ﬂag not set in experiment 
store, render “A” variation

Testing Different Signup Forms
If ﬂag is set in experiment 
store, render “B” variation

The document appears to be a presentation about optimizing websites and user experiences using Optimizely. It discusses topics like Single Page Applications, mobile web performance, and integrating advertising operations with product development. It also introduces a Node.js library called node-optimizely for running Optimizely experiments from server-side code and describes DevTools and plugins that can help with performance and user experience testing.

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1. #opticon2015 Experience Optimization in Modern Web Architecture Joe Casson Optimizely @mrcasson joe@optimizely.com Jordan Garcia Optimizely @jordanjgarcia jordan@optimizely.com

2. • Recent trends in modern web architecture • Opportunities and challenges • On the ground knowledge from panelists Single Page Applications Overview

3. “What is a single page application?” – Joe Casson, Opticon 2015

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5. Single Page Applications • User interaction doesn't reload • More client-side logic • Scripts and stylesheets aren’t re- downloaded Server Browser Initial Payload html / css / javascript API User InteractionNew Content

6. Performance • Scripts and styles are not re-downloaded • Increase in perceived performance

7. Distribution • Companies building for more platforms • Single API powers all platforms • Easier to build for new channels Web API iOS Android

8. Optimizely with Traditional Web Architecture • In the past, server rendered pages were the norm • Optimizely javascript snippet served on every page • Every page load activates Optimizely and runs experiments Server Initial Payload html / css / javascript Browser +

9. Optimizely with Single Page Applications • User interaction doesn't reload • Analogous “page load” event • Manual or Conditional Activation Server Browser Initial Payload html / css / javascript API User InteractionNew Content +

10. • Calls Optimizely javascript in the page • Requires access to source code Manual Activation

11. • Set up entirely in visual editor • One-time setup Conditional Activation Option 2: Callback Option 1: Polling

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15. #opticon2015 Panel Jordan Garcia Front-end Lead, Optimizely Case Van Arkel Senior Optimization Specialist, Rocket Lawyer Dave King Front-end Lead, Tilt @tildedave Justin Knoll Senior Director of Product Management, BitTorrent @jordanjgarcia

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17. Testing Different Signup Forms Conditional in source code  checks experiment store

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