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Presents:




Webinar       1
Expert Guidance on Retail Web Performance

TODAY’S SOASTA PRESENTERS
Cliff Crocker: VP Product Management (via Walmart)
Rob Holcomb: VP Performance Engineering (on loan from our retail
    clients)
Moderator: Brad Johnson

Agenda:
• Poll question
• Closing the gap in front- and back-end web performance and
  reliability
• Collecting real user data to define the most realistic test
  scenarios
• Preparing properly for the virtual walls of traffic during peak
  events
• Leveraging CloudTest technology

Questions:                                                      2
If you had to pick one area, which would you
select as the most critical to test for web
performance?

•Page speed                                = 26%
•Reliability and scalability in production     =
55%
•Impact of integrated and 3rd party services = 5%
•Back end infrastructure                       =
13%
                                                3
o 10 years working with (and for) retailers to
  improve performance of their mobile and
  web applications
o Joined SOASTA this year!

  • Last 2 years leading Performance and Reliability
    for @Walmartlabs (multi-tenant global
    ecommerce platforms)

o Core focus: Understanding, measuring,
  and testing for the optimal user experience




                                                       4
PageSpeed vs. Reliability




                   Source: Flickr – asparagus_hunter
Two Different Battles in the Performance
War

PageSpeed                      Reliability
• Client-side (browser)        • Scalability

• Best practices to decrease   • Consistency under load –
  perceived load time            peak period degradation

• Focus is on front-end        • Identifying bottlenecks
  development                    across the entire stack

• FASTER                       • STRONGER
o PageSpeed alone isn’t enough

 o Common misconception: Traditional optimizations
    for front-end translate to reliability under
    increased capacity

“An analysis carried out by Compuware
found that the official London 2012
Olympics website may struggle to cope
with high demand”

Source: Computerworlduk.com

                                   “Olympics websites get gold
                                   medal for performance”

                                   Source: www.v3.co.uk

                                                                 7
o The two disciplines are not
  necessarily reliant on each
  other
o Both are a necessary part of
  your holiday readiness
  strategy




                                 thenounproject.com




                                                      8
Conversion              Load Time:
                                  Rate:                   Time spent
     Huge drop in engagement      Percentage of
     with every second increase
                                                          loading content
                                  users who               and page
                                  bought                  processing
                                  something during        (client-side)
                                  their visit




Walmart.com – PageSpeed Impact on Conversion
     Source: http://www.meetup.com/SF-Web-Performance-Group/events/50485972/

                                                                               9
o Make fewer & smaller requests (images, js, css, etc.)

o Use a Content Deliver Network (CDN)
                                                            Webperf
o Leverage browser caching                                  101 – basic
                                                            principles
o Simplify the DOM (reduce the complexity of your HTML)




Resources:
o http://developer.yahoo.com/performance/rules.html

o https://developers.google.com/speed/docs/best-practices/rules_intro

o http://webpagetest.org


                                                                   10
o   While there are many things you might find ‘wrong’ with your site using
    traditional measurement tools, there are a few that give you the biggest bang for
    the buck


o   Consequently, they are typically some of the easier issues to address
    1. HTTP Keep Alives – use them
    2. Clean out your closet, remove tags and other third party content that you no longer need
    3. Combine your JavaScript and CSS
    4. Enable HTTP Compression
    5. Compress your images
    6. Check cache settings



Typically will have an impact on the scalability of a site as well


                                                                                                  11
Identifying Single Point of Failure (SPOF)




                                         Source: Flickr – CyberHades
o Even big whales go down

  • No matter how solid your site is, dependency on 3rd parties can lead to your
    downfall

o Requests for third parties can kill your performance if you don’t plan
  for their failure

o Relevant Posts:                          o Tools:

   • http://blog.patrickmeenan.com/201         • SPOF-O-MATIC (Chrome Plugin):
     1/10/testing-for-frontend-spof.html         https://github.com/pmeenan/spof-o-
                                                 matic
   • http://www.stevesouders.com/blog/20
     10/06/01/frontend-spof/                   • 3P0 (YSLOW
                                                 Plugin)https://github.com/stoyan/yslow




                                                                                          13
‘Site X’ –
Normal
State - .9s
start render

‘Site X’ –
Simulated
SPOF - 43s
start render!

               14
Source: Flickr – jamescridland




Listen to Your Users
•   Where should I test from?
•   What browsers should I
    optimize for?
•   What are the most critical
    paths to test?
•   What is the baseline for
    server response?
•   What is my cache/hit ratio?
•   How long is a typical
    session?
•   What are page views/hour at
    peak?




                                  16
o Understand your critical path
    • Not always the most common path
      through a site
    • According to Forrester (2007) –
      average conversion rate is 2.9% -
      this means that you should be
      testing the 97th percentile!




                                          17
o   Test early – don’t wait until October!                         SOASTA White Papers
                                                                 www.soasta.com/knowledge-
o   Test in production throughout the year                          center/whitepapers
o   Test often / baseline each release in PQA
                                                                     “Retail Best Practices”
o   Use repeatable tests                                            “Strategies for Seasonal
    •   Apples to Apples                                                   Readiness”
    •   Maintain scripts to minimize test creation efforts

o   Pick metrics that make sense to you and your organization
    •   TTFB, Page Views, Orders Per Minute

o   Testing Third Parties
    •   CDNs – Yes, but partner with them for success (SOASTA is Akamai-approved)
    •   Other – it depends… remember SPOF




                                                                                               18
Rob Holcomb




              19
Thanks & Q&A
             Next Webinar: Aug. 28, 10 a.m. PST
            “Getting Started with CloudTest Lite”
 Register at www.soasta.com/knowledge-center/webinars



  White Papers, Webinar Recordings, Case Studies
       www.soasta.com - Knowledge Center

 Contact SOASTA:                         Contact Cliff:
 www.soasta.com/cloudtest/               ccrocker@soasta.co
 info@soasta.com                         m
 866.344.8766                            @cliffcrocker
 Follow us:

    twitter.com/cloudtest                Contact Rob:
                                         rholcomb@soasta.co
    facebook.com/cloudtest
                                         m     @rcholcomb

                                                              20

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Keys To World-Class Retail Web Performance - Expert tips for holiday web readiness

  • 2. Expert Guidance on Retail Web Performance TODAY’S SOASTA PRESENTERS Cliff Crocker: VP Product Management (via Walmart) Rob Holcomb: VP Performance Engineering (on loan from our retail clients) Moderator: Brad Johnson Agenda: • Poll question • Closing the gap in front- and back-end web performance and reliability • Collecting real user data to define the most realistic test scenarios • Preparing properly for the virtual walls of traffic during peak events • Leveraging CloudTest technology Questions: 2
  • 3. If you had to pick one area, which would you select as the most critical to test for web performance? •Page speed = 26% •Reliability and scalability in production = 55% •Impact of integrated and 3rd party services = 5% •Back end infrastructure = 13% 3
  • 4. o 10 years working with (and for) retailers to improve performance of their mobile and web applications o Joined SOASTA this year! • Last 2 years leading Performance and Reliability for @Walmartlabs (multi-tenant global ecommerce platforms) o Core focus: Understanding, measuring, and testing for the optimal user experience 4
  • 5. PageSpeed vs. Reliability Source: Flickr – asparagus_hunter
  • 6. Two Different Battles in the Performance War PageSpeed Reliability • Client-side (browser) • Scalability • Best practices to decrease • Consistency under load – perceived load time peak period degradation • Focus is on front-end • Identifying bottlenecks development across the entire stack • FASTER • STRONGER
  • 7. o PageSpeed alone isn’t enough o Common misconception: Traditional optimizations for front-end translate to reliability under increased capacity “An analysis carried out by Compuware found that the official London 2012 Olympics website may struggle to cope with high demand” Source: Computerworlduk.com “Olympics websites get gold medal for performance” Source: www.v3.co.uk 7
  • 8. o The two disciplines are not necessarily reliant on each other o Both are a necessary part of your holiday readiness strategy thenounproject.com 8
  • 9. Conversion Load Time: Rate: Time spent Huge drop in engagement Percentage of with every second increase loading content users who and page bought processing something during (client-side) their visit Walmart.com – PageSpeed Impact on Conversion Source: http://www.meetup.com/SF-Web-Performance-Group/events/50485972/ 9
  • 10. o Make fewer & smaller requests (images, js, css, etc.) o Use a Content Deliver Network (CDN) Webperf o Leverage browser caching 101 – basic principles o Simplify the DOM (reduce the complexity of your HTML) Resources: o http://developer.yahoo.com/performance/rules.html o https://developers.google.com/speed/docs/best-practices/rules_intro o http://webpagetest.org 10
  • 11. o While there are many things you might find ‘wrong’ with your site using traditional measurement tools, there are a few that give you the biggest bang for the buck o Consequently, they are typically some of the easier issues to address 1. HTTP Keep Alives – use them 2. Clean out your closet, remove tags and other third party content that you no longer need 3. Combine your JavaScript and CSS 4. Enable HTTP Compression 5. Compress your images 6. Check cache settings Typically will have an impact on the scalability of a site as well 11
  • 12. Identifying Single Point of Failure (SPOF) Source: Flickr – CyberHades
  • 13. o Even big whales go down • No matter how solid your site is, dependency on 3rd parties can lead to your downfall o Requests for third parties can kill your performance if you don’t plan for their failure o Relevant Posts: o Tools: • http://blog.patrickmeenan.com/201 • SPOF-O-MATIC (Chrome Plugin): 1/10/testing-for-frontend-spof.html https://github.com/pmeenan/spof-o- matic • http://www.stevesouders.com/blog/20 10/06/01/frontend-spof/ • 3P0 (YSLOW Plugin)https://github.com/stoyan/yslow 13
  • 14. ‘Site X’ – Normal State - .9s start render ‘Site X’ – Simulated SPOF - 43s start render! 14
  • 15. Source: Flickr – jamescridland Listen to Your Users
  • 16. Where should I test from? • What browsers should I optimize for? • What are the most critical paths to test? • What is the baseline for server response? • What is my cache/hit ratio? • How long is a typical session? • What are page views/hour at peak? 16
  • 17. o Understand your critical path • Not always the most common path through a site • According to Forrester (2007) – average conversion rate is 2.9% - this means that you should be testing the 97th percentile! 17
  • 18. o Test early – don’t wait until October! SOASTA White Papers www.soasta.com/knowledge- o Test in production throughout the year center/whitepapers o Test often / baseline each release in PQA “Retail Best Practices” o Use repeatable tests “Strategies for Seasonal • Apples to Apples Readiness” • Maintain scripts to minimize test creation efforts o Pick metrics that make sense to you and your organization • TTFB, Page Views, Orders Per Minute o Testing Third Parties • CDNs – Yes, but partner with them for success (SOASTA is Akamai-approved) • Other – it depends… remember SPOF 18
  • 20. Thanks & Q&A Next Webinar: Aug. 28, 10 a.m. PST “Getting Started with CloudTest Lite” Register at www.soasta.com/knowledge-center/webinars White Papers, Webinar Recordings, Case Studies www.soasta.com - Knowledge Center Contact SOASTA: Contact Cliff: www.soasta.com/cloudtest/ ccrocker@soasta.co info@soasta.com m 866.344.8766 @cliffcrocker Follow us: twitter.com/cloudtest Contact Rob: rholcomb@soasta.co facebook.com/cloudtest m @rcholcomb 20