O'Reilly Webcast: How Nordstrom Prepares Its Site for Holidays and Major Events
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This document discusses how to prepare a website for holidays and major events by focusing on performance. It recommends taking a continuous improvement approach of analyzing site usage data, testing for performance issues, and monitoring site performance during events. Key steps include studying past events to understand customer impacts, projecting future usage, contingency planning, and building a feedback loop between development, product management, and engineering. The goal is to adopt a culture where performance is a key feature and the site is always being prepared through continuous delivery, instrumentation, and addressing issues before they affect customers.
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O'Reilly Webcast: How Nordstrom Prepares Its Site for Holidays and Major Events
- 1. Preparing Your Site for Holidays and Major Events Gopal Brugalette – Senior Applied Architect Tammy Everts – Senior Researcher & Evangelist
- 2. Gopal Brugalette Senior Architect, Performance Engineering
- 4. Performance affects every (?) business KPI Revenue Conversions/downloads User satisfaction User retention Time on site Page views Bounce rate Organic search traffic Brand perception
- 7. Average revenue loss per hour of downtime Average revenue loss due to one hour of performance slowdown (slower than 4.4s) $21,000 $4,100 Source: TRAC Research
- 8. Permanent abandonment rate Outage Slow performance 9% 28% Source: Akamai
- 11. Source: comScore 2015 holiday ecommerce sales could hit $60B
- 13. Average holiday order value Source: IBM Digital Analytics Benchmark
- 14. Impact of a 1-second delay A site that earns $100K per day could lose $2.5M in sales in one year Source: Aberdeen Group
- 15. 1901 founded 63,000 employees 118 Nordstrom stores 167 Nordstrom Rack stores
- 16. Our customer is our guide
- 17. Performance impacts the customer experience
- 19. How do we prepare? We are always getting ready
- 20. This wasn’t always the case
- 21. Performance is a feature Instrumentation and data Continuous improvement Embrace a cultural shift
- 22. Analyze - Test - Monitor Every feature at development How are we always getting ready?
- 23. • Study the past • Understand the present • Model the future Analyze Test Monitor What is the… …customer impact? …technical impact?
- 26. Analyze Test Monitor Early, often, everywhere Projections & contingencies Support your results
- 27. Analyze Test Monitor Worst case vs. realistic case Understand the costs associated with supporting your worst case
- 28. Analyze Test Monitor • Development and test environments • Production at deployment • Production regularly Build a feedback loop to Product Management and Engineering
- 30. During the event Monitor: • experience • load • health Contingency planning Coordinate with vendors
- 31. During the event Mobile sign-ins 9x greater than projected Issues happen where unanticipated
- 32. Preparing your site Cultural shift • Performance is a feature • Instrumentation & data focus • Continuous improvement Always be preparing • Analyze • Test • Monitor
- 33. The future… • Customer focus • Continuous delivery • Cloud • Continuous improvement
- 34. soasta.com/holiday-readiness Complimentary mPulse real user monitoring through 2015 Site performance analysis with an expert Performance Consultant Baseline performance test using SOASTA CloudTest Summary report with test results and optimization suggestions FREE Holiday Performance Readiness Assessment
Editor's Notes
- +Leading Upscale Fashion Retailer + Brick and Mortar US, Canada, PR +online and mobile for an omni-channel offering
- +goal: to deliver the Best Customer Experience possible + customer expectations are constantly changing +constantly evolve to server them better
- Our customers clearly tell us what they expect –
- +matters all year long, always want a great customer experience +Anniversary is more worrisome – new features-new flows +disproportionately large amount of revunue
- Anything that goes into production has to support anniversary and holiday Anything that ships is ready to support our peak load
- +4 years didn’t have same focus on the customer experience +just worried about would the site crash? + and customer experience suffered all year +csat scores dropped
- + joint effort – Product Management- everyone owns it + APM tools – need the tools – when where what RCA + Continuous Improvement –Kaizens, Value Stream Mapping, 7 wastes of lean +, incremental improvements, automation, new tools, new processes
- +As part of that cultural shift – performance is embedded – everyone is thinking about performance – about the big events +Anything that ships supports our peak loads
- +Product management and technology +how are things changing + EX – Password Reset,+EX +How are user behaviors changing over time?
- Contrast Anniv and Cyber Monday
- - Anniv – customers coming to Shop! - Cyber Monday adding to cart, adding to wishlist early in the day – at work, comparing sales - and then checkout in the evening
- + Dev, Perf, Prod + How to project and contingency – test what’s different +You wouldn’t ship functional defects, don’t ship performance defects +Mini-bag – too crazy – should have accepted sooner –past freeze dates
- You can’t test everything but you can monitor – APM tools– password reset Monitoring plan in place – identify it early +PO support- it takes time – build it into your capacity Use your monitoring plan in testing – practice and perfect it Look for trends Feedback loop- prioritize those performance defects
- +Monitoring every deployment for trends, know what is normal
- + not just dollar metrics, system +customer experience metrics - CULTURE -EX BOPUS- may need to turn off – personalizations - QPS +3rd Parties – Fraud Alerts/ COM
- Failures happen where you don’t anticipate customer behavior
- Manage the customer experience
- Cloud – how do things change?