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A Great Ecommerce Platform Does Not Guarantee a Great Customer Experience
1. A Great Ecommerce Platform
Does Not Guarantee a Great
Customer Experience
2. Agenda
• Overview of Ecommerce Platforms
• Ecommerce Platforms do not Address Site Performance
• The Revenue Impact of Slow Site Performance
• CDNs Allow Ecommerce Sites to Enter New Markets
• How to choose a CDN
3. Ecommerce Platform ‘must-have’ functionality
• Strong site management
• Content management
• Order management
• Merchandising tools
4. Reasons to Adopt an Ecommerce Platform
• Scale up to reach new markets
• Offload site management
• Provide a rich user experience
• If you are in the market, check out the reviews on
Jon Gregiore’s blog:
http://www.cpcstrategy.com/blog/2013/06/ecommerc
e-platform-comparison/
5. Ecommerce Platforms
Detailed searching by
category and price range
Larger, enhanced
images with zoom
Interactive
reviews
Real-time
inventory lookup
Animations
and Video
color
swatching
6. Fabulous Features
• Provide a great user experience finding, viewing,
and evaluating merchandise
• But, ecommerce platforms do not address speed,
performance and page load times – especially the
further away your customers are from the origin
15. • Google uses website load speed as an organic
ranking factor
• Crawling your site will also take longer and potentially
Google will not index your site if it takes too long
IMPACT OF PAGE LOAD SPEED
16. WORD GETS AROUND FAST
OF ONLINE SHOPPERS WILL TELL THEIR
FRIENDS ABOUT A BAD EXPERIENCE
ONLINE – FORRESTER RESEARCH
44%
18. Employ a Global Content Delivery Network
“Serving a global user audience from just one
or two data center locations is difficult
because of global Internet latency.”
“Global CDNs deliver top
performance at the best
cost efficiency”
20. Ensure Site Performance With CDN
62%
IMPROVEMENT!
DOWNLOAD TIME
REDUCED FROM
1.3s to 0.48s!
With CDN
Without CDN
21. Website Acceleration
• Creates a ‘Fast Secure Tunnel’ over the Internet
• Quickly deliver websites & applications globally to and from China
• No CAPEX for Hardware / Software
• In-country experts – licensing requirements, regulations, & monitoring
• Fully integrated and managed services
22. Found increasing load time of the
page from 400ms to 900ms – led
to 25% reduction in traffic
Why Does it All Matter?
Faster Sites Perform Better
Found a 100ms of delay
reduced revenue by 1%
Found that speeding up their
website by 5 seconds increased
their conversion rates by 7-12%
and doubled # of visitors from
search engine traffic
0
10
20
30
40
50
60
70
80
90
100
TBs
Social Gaming Customer
Go-Live: Feb. 2012
3.7x traffic in 6 months
Source: Source: CDNetworks Performance Monitoring, 2012
23. Selecting the Right CDN
Dynamic Web
Acceleration
Content CachingMedia Acceleration
Security
Dedicated Tier 1
Support Direct In-Country
Presence &
Support
Global Availability in
Emerging Markets
Dynamic Web
Acceleration
PCI Certified
24. Global Content Delivery Network
• Accelerating over 40,000 sites across 140+ PoPs around the globe
• Integrated solutions: Performance, Security and Scalability
• Industry leaders in reaching emerging markets
Website and IT managers should consider some of the most recent published data regarding site users’ threshold for site abandonment:47% of consumers expect a web page to load in 2 seconds or less. If a site does not load fast, customers will abandon it before they ever have a chance to enjoy all the advanced functions of the ecommerce platform. It’s that simple. A huge and growing body of evidence provides insights into human behavior regarding website performance when shopping online.
52% of online shoppers state that quick page loading is important to their site loyalty.
A 1-second delay decreases page views by 11% and customer satisfaction by 16%.
Nearly half of mobile users abandon a site if it doesn’t finish loading within 10 seconds.
This figureshows the major adverse impact that poor site performance can have on a business. A full 16% of shopping cart abandonment can be attributed to site speed and downtime.Google engineers discovered that site users actually demand an even faster page-load speed than the commonly accepted two seconds. According to a recent New York Times report on Google’s findings, "People will visit a website less often if it is slower than a close competitor by more than 250 milliseconds.”
The value Google places on page load speed is significant. Google uses website load speed as an organic search ranking factor. Google’s position is that faster-loading pages should be ranked higher because they provide a better experience for users.
Load time increases as distance increases between the origin and the end user
You can see what CDNetworks ecommerce customers achieve, this chart displays ‘before’ and ‘after’ performance times for a top 10 ecommerce vendor. The green line represents download times from the ecommerce Origin site, while the blue line represents download time with CDNetworks global acceleration CDN. The results are dramatic, with the average total download time improving from 1.3 seconds to 0.48 seconds, a 62% drop!
Faster site = more revenueThis proven technology reduces the number of data round-trips necessary to complete an internet-based trade request, thus accelerating performance & virtually eliminating a bad user experience due to latency.
Global Retailers are investing in improving sales across devices and platforms by improving their core site experiences. They are doing this by improving checkout, adjusting key pages to a responsive design framework, adding visual and audio media, improving online performance and global website availability.
Load time increases as distance increases between the origin and the end user