A stellar mobile online user experience is crucial for e-commerce vendors. Even 100 milliseconds of latency is perceptible to humans and has been shown to impact conversion rates and revenue. E-commerce vendors need to ensure their website is performant at all times: whether it is just another normal business day or traffic is spiking. Bespoke Post is the leader in monthly subscription services for men. They receive an average of 500K users coming to their site each month and, so far this year, is pushing over 25 million pageviews. Performance is of paramount importance, so they strive to keep the experience smooth and performant for their customers even during the busiest shopping days regardless of the device being used. Join us and learn how Bespoke Post: -Handles traffic that spikes to 15x greater than a normal business day -Improved site request times by 33.3% -Achieves 83% reduction in bandwidth

1. A simple step to gain 33.3% performance
improvements in request times

2. Jared Hales
Director of Engineering
Christian Paulus
Head of Product Marketing
Speakers

3. Agenda
• Bespoke Post case study
• Argo Smart Routing
• Questions & Answers

4. • A leader in market for men’s subscription services
• Launched in 2012
• 500K+ unique visitors per month (Google)
• 70+ million requests through Cloudflare per month
• 14+ million dynamic requests going to our Rails backend
• 3.5TB+ bandwidth per month
Bespoke Post

5. Product imagery on the site

6. Bespoke Post focus
Security is always a concern but Cloudflare has it covered
Mobile user
experience
Speed even during
traffic spikes
Bandwidth

7. Mobile at the tipping point
27.9%
Desktop
5%
Tablet
67.1%
Mobile
Last month’s
device type
Traffic
breakdown
25%
45%
55% 57%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2013 2014 2015 2016 2017
Increase in
Mobile Traffic

8. Email marketing drives mobile engagement
Paid Search
0
Which channels are driving engagement?
Referral
Direct
Social
Organic Search
Email
Other
3M 6M 12M 15M9M
• Email: a lot of email engagement is happening
via smart phones
• Social: is heavily driven by apps on phone
Users Sessions Page views

9. Business impact of response times
11%
7%
Page view Conversions
16%
Customer
Satisfaction
The average impact of a one second delay in response times on key business metrics*
* Aberdeen Group

10. Spiky traffic
Monthly traffic is very cyclical with big spikes on the first of the month

11. Architecture overview: Heroku and AWS
Asset Servers
Elastic
Search
Heroku on AWS
App Servers
Background
Workers
MemcachedPostgreSQL

12. Previous performance efforts
• Identified some slow requests, handful of obvious problems
- Improve SQL performance (better performing queries, add indices, etc.)
- Fix inefficient code
• Rewrite serialization code to be more performant, return less data
• Tech updates: upgraded some of our core libraries (Rail version upgrade, Ruby upgrade)
• JavaScript Performance
- Split JS files into “modules”
- More cacheable by CDN
- Eliminated 3rd party CSS/JS libraries that were not being used much
- Eliminated as much “onload” JS as possible
- Improved JS loading

13. Cloudflare adoption at Bespoke Post
• The current website and architecture was first setup in late
2012
• Business had validated the idea and seen some early
traction
• Cloudflare added in 2013:
- Auto-minification of all HTML, CSS, JS
- Optimization of all images
- Cache all “assets” (CSS, JS, images) and some HTML
and JSON API requests
• Added asset servers for resizing images in 2015
• Enabled Argo in 2017

14. Cloudflare Argo Smart Routing
Cloudflare “New Feature” e-mail
• Added Argo Smart Routing to further improve performance
• Low cost add-on
• Easy set up: no development, configuration or implementation
effort—just flip a switch
• No risk: if it does not work as expected drop it the next month
• Easy reporting of performance gains in analytics dashboard

15. Customer Challenges
Origin
Congested
Network Path
Unreliable
Connection
Poor User Experience
Slow loading times and connection
timeouts increase the likelihood of a
poor user experience that can result
in reduced revenue or damaged
brand reputation
Slow Loading Times
Static routes can’t avoid congested
network paths or unreliable connection
Internet node / hop

16. Cloudflare Argo Smart Routing
Origin
Congested
Network Path
Unreliable
Connection
Faster Loading Times
Cloudflare routes over 10% of all HTTP Internet
traffic providing Argo with real world intelligence on
the fastest network paths.
Optimal Path Selection
Minimize latency imposed by
TCP connection-setup
Congestion Avoidance
Routing decisions using real-world
network conditions
Cloudflare’s private network
10Tbps throughput, with 117+ PoPs in 50+ countries
Internet node / hop
Cloudflare data center

17. Argo performance and reliability gains
70% improvement
in reliability

18. Argo performance gains

19. Bandwidth savings with Cloudflare

20. Threat protection with Cloudflare

21. Summary
Bandwidth saving
Server resource savings
Speed improvements
Security coverage
Peace of mind

22. Experiences / Lessons Learned
• Cloudflare enables a lot of “easy wins” without much effort
• Most Cloudflare features are very easy to try
(and easy to turn off should you find they are working)
• The ROI on that is huge: high impact, low effort, reasonable cost

23. Cloudflare summary
6M customers and routing
traffic for 2.5 billion
visitors/month
Serving 10% of the
world’s HTTP internet
traffic and 38% of all
DNS queries
Cloudflare Advantage
• Scalable global network
with a modern, unified
architecture across all
datacenters
• Integrated stack of
security, performance
and reliability services
• Rapid onboarding,
easy configurations
118+ datacenters with
10 Tbps capacity

24. Questions & Answers
+