The Digital Revolution is transforming the way every industry engages with customers, making the user experience a critical competitive differentiator. From retail to banking to media, business results and reputation depend on consistently delivering good performance. So who are the Best of the Web? Dynatrace reveals the companies in retail, banking, insurance, brokerage, news media, air travel, and hotels who exceeded their peers in web performance, availability, and user experience in 2015. • Learn which companies earned the distinction “Best of the Web”. • Discover unique industry performance standards. • Hear the best practices that enabled leaders to outpace their competitors. • Analyze user experience trends – how did 2015 compare with prior results? Learn what it takes to deliver the best digital performance to customers!

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David Jones
Director, Sales Engineering
APM Evangelist
David Jones is the Director of Sales Engineering and APM
Evangelism for Dynatrace. He has been with Dynatrace for
8 years, and has 20 years’ experience working with web and
mobile technologies from the first commercial HTML editor to
the latest web delivery platforms and architectures. He has
worked with scores of Fortune 500 organizations providing
them the most recent industry best practices for web and
mobile application delivery.

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Seth Voorhies
Director, Digital Performance
Insights, Dynatrace
Seth Voorhies directs the overall Digital Performance
Insights team and having been at Keynote/Dynatrace for 8
years has seen a lot of evolution in the performance
space. With a passion for performance, technology, and
driving customer experience Seth has helped customers
realize the importance of performance as feature no 1 for
customer experience, not just for technical organizations but
across the business.

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• What is Best of the Web?
• Our methodology
• Top performers
– Banking
– Brokerage
– Insurance
– Digital news media
– Travel – airlines
– Travel – hotels
– Retail distribution
• How did they do it? Retail industry leaders’ deep dive
• Your comprehensive Digital Performance Management approach

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• This is Dynatrace’s 7th annual Best of the Web Award
• Recognizes firms that excel in web and mobile delivery
• Our methodology has evolved
– Additional changes to recognize multiple leaders in categories
– To expand relevance and validity
• Introducing deeper analysis highlighting Retail industry

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Methodology
Dynatrace Benchmarks Methodology:
www.dynatrace.com/
content/dam/en/general/benchmark_methodology.pdf
ReliabilityIndex
Performance Index
Weighted average of a site’s
Availability rate and
Consistency rate.
Weighted average of a site’s
Load Time across multiple
channels.
Sites placing higher
and farther right
deliver a faster and
more reliable digital
experience for
today’s consumer.
• Leverages Dynatrace Benchmarks
• Based on measurements collected
throughout 2015
• “Performance Index”
– Combines last mile, mobile, transaction
and backbone performance
– Weighted towards last mile, mobile and
Chrome browser
• “Reliability Index” combines availability
and consistency
• Metrics are collected and analyzed by
Dynatrace Synthetic Monitoring

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• Top performers
– Banking
– Brokerage
– Insurance
– Digital news media
– Travel – airlines
– Travel – hotels
– Retail distribution

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Retail Industry “Deep
Dive” Analysis & Best
Practices

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Key Performance Issues
• Lack of process/culture that is supportive of performance
• Lack of visibility into performance issues
• Lack of performance budget understanding – balancing
business requirements with user expectations

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Key Performance Issues
• Third parties and lack of visibility/process and control
• Overuse of JS and CSS
• Endless scrolling with delays to initial render
• Serialization of all types
• Missing the basics
– Persistent connections
– Cache control
– Large images sizes
– Etc.

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Performance Comparison – Firefox Backbone
• Looking at the Firefox comparison of Apple (one of the top scorers) vs one of
those outside of the top right quadrant we see a

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Page Construction – Page Size
• Apple has a significantly smaller site across all of the pages, especially on Home
and Checkout

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Page Construction – Element Count
• In terms of element count comparison we see an even greater disparity
between the two sites

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Page Construction Details
Apple Anonymous
Downloads by content type:
MIME Count Size (kb)
image/svg+xml 10 11.50
text/css 5 38.50
javascript 5 259.05
application/font-woff 5 298.07
image/jpeg 5 88.23
image/png 2 6.91
text/html; charset=utf-8 1 4.87
application/json; charset=utf-8; 1 0.07
text/plain 1 0.00
image/gif 1 0.04
Total 36 707.25
Downloads by domain:
Domain Count Size (kb)
www.apple.com 26 497.05
images.apple.com 8 210.16
metrics.apple.com 2 0.04
Total Domains 3
Downloads by content type:
MIME Count Size (kb)
javascript 43 673.54
image/gif 43 12.73
image/jpeg 21 685.69
application/ocsp-response 18 12.22
image/png 17 89.09
text/html; charset=utf-8 9 5.08
text/html 5 4.74
image/bmp 5 6.66
text/css 4 50.84
text/plain; charset=utf-8 4 0.03
text/html;charset=iso-8859-1 2 25.76
application/json;charset=iso-885 1 16.94
text/plain 1 0.00
text/html; charset=iso-8859-1 1 0.28
text/html;charset=utf-8 1 0.00
image/gif; charset=utf-8 1 0.04
application/json 1 0.02
Total 177 1583.67
Total Domains 55
Third Party Domains 52

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Key Performance Issues – Third Parties
• Know your third parties
– Analytics
– Personalization, A/B Testing
– Web services
– Social
– Display ads
– Tracking
• Understand the value to the business
– How critical are these to the customer experience and to the
business?
– Are they worth a performance hit?

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Key Performance Issues – Third Parties
• Measure, Move Down and Audit
– Measure the performance of each – focus on consistency (less than 100MS
each)
– Move down out of render, below site content and ideally after onload
– Audit the number of usage quarterly – are they still needed?
• Special focus on rendering third parties
– Personalization and A/B testing
– Required to be high in the render
– Can have a massive impact on performance (completely outside of the site’s
control)
– Use sparingly
– Realize these vendors are not focused on performance

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Mobile - Responsive Design Challenge
Responsive design has created a slower mobile web experience for all of us…

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Responsive Design Challenge
• Solves UI/maintainability problem
but creates a unique performance
challenge
• Typically means taking a bloated
desktop site and “making it
responsive”
• All the best practices you have
ignored on desktop matter
massively on mobile
• Pervasive myth that I only need to
measure “one access” method

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Performance Comparison – Mobile Home
• If we look at the Mobile Home for both sites, both responsive, we again see a
substantial difference in performance

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Page Construction Details – Mobile RWD
Apple Anonymous
Downloads by content type:
MIME Count Size (kb)
image/svg+xml 10 12.41
application/font-woff 9 588.59
text/css 5 38.35
javascript 5 261.40
image/jpeg 5 69.46
image/png 2 5.78
unknown 1 0.00
text/html; charset=utf-8 1 4.64
application/json; charset=utf-8; 1 0.07
text/plain 1 0.00
image/gif 1 0.04
Total 41 980.75
Downloads by domain:
Domain Count Size (kb)
www.apple.com 30 790.44
images.apple.com 8 190.26
metrics.apple.com 2 0.04
Total Domains 3
Downloads by content type:
MIME Count Size (kb)
image/gif 45 36.19
javascript 43 674.02
image/jpeg;charset=utf-8 26 825.43
image/png 17 88.85
unknown 15 0.00
text/html; charset=utf-8 13 4.88
text/html 7 5.38
text/plain 6 88.98
text/plain; charset=utf-8 5 0.03
text/css 4 51.12
text/html;charset=iso-8859-1 2 25.81
text/html; charset=iso-8859-1 1 0.28
text/html;charset=utf-8 1 0.00
image/gif; charset=utf-8 1 0.04
text/xml; charset=utf-8 1 0.03
Total 187 1801.05
Total Domains 60
Third Party Domains 56

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Responsive Design Plan
• Understand the massive variability of 3G/4G/LTE/Tower capacity, etc
• Measure all three access methods but focus on “over the air”
• Expand your “view” using Real User (RUM) data
• Get serious about optimization – follow all the best practices you
have been ignoring
• Keep an eye on custom font files sizes and usage
• Consider server side detection
• Render quickly (might use inline code)
• Limit third parties and domains

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Performance and User Behavior

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Dynatrace Resources
• Community/APMU
• Coaching/Training
• Assessments
– Competitive
– Pre Launch
– CDN
– Site
• Fully Managed Services

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Digital
Outcomes
SaaS Vendors
CDNs
3rd Party Services
Rapid Root Cause Analysis
All Problem Patterns
All Applications
All the Time
DevOPs
CI/CD
Readiness
Customer Experience
Competitive Insight
Omni-Channel
I N N O V A T I O N
O P E R A T I O N A L
E F F E C T I V E
E F F I C I E N T
TODAY
TOMORROW
Data Center
Public/Private Cloud
PaaS/Containers
SDNs

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Thank you!