August 2011 Webinar Final V2
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Today\'s best consumers are multi-channel users who rely on different ways to access businesses whether it\'s the Internet, mobile or apps, to name a few. Businesses are focusing on ways to optimize these channels to improve conversion rates and achieve greater results. However, delivering an optimal customer experience is becoming increasingly more complex. Consumer\'s expectations are higher than ever, showing less patience for slow-performing sites.
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August 2011 Webinar Final V2
- 1. Is Online Performance Impacting Your Customer’s Experience and Conversions? Steve Trimbo – Principal APM Consultant, Compuware
- 2. Today’s Topics Increasing Importance of the online channels Business Drivers IT Drivers Satisfying your customers Expectations Experiences Providing an optimal customer experience through proactive monitoring End to End Monitoring Proactive Approach Q & A
- 3. The increasing strategic importance of the online channels
- 4. Today’s Business Client Realities Limited Capital Challenging Economy Resource Constraints
- 5. Traditional Retailers Make Online Bets Developed and expanded online capabilities in 2010, part of omnichannelstrategy, which integrates offerings in stores, the Internet and mobile technologies. Typically opens up to 200 stores per year, this year expects to add fewer than 10. Plans to invest $1.1 billion in supply chain and technology, much of that for the web. Plans to shave off $70 to $80 million in capital expenditures, by reducing brick-and-mortar square footage by 10%. Expects to double web sales to $4 billion in next 5 years. On investing $100 million in its website platform – Delta CEO Richard Anderson commented "We want to control the packaging of our brand and the distribution of our brand."
- 6. Traditional Retailers Make Online Bets Taking control of, and overhauling, its web site, which had been run by Amazon.com, Inc. Projects $135 million to $150 million in capital expenditures in 2011—one-third of that for e-commerce "The Internet is our fastest-growing channel and a key component of our future strategy," CEO Laura Alber says In 2011 Ann will spend $25 million on improving its information technology and e-commerce infrastructure with a redesigned web site, a mobile commerce site and more international web stores, says CEO Kay Krill Launched last year a $150 million e-commerce investment initiative. "Our margins are so much higher online, that's why it's such a growth area for us," says Ivy Chin, head of e-commerce
- 7. According to Forrester Research we are in the “Dynamic Phase” of site optimization
- 8. Tactics Varied and Complex Optimized content for regional differences Varied navigation and click stream paths Different looks of Chat *Source: Forrester Research
- 9. Tactics Varied and Complex Product recommendations Resorting of site search Ensure content and functions consistent across all devices *Source: Forrester Research
- 11. The importance of satisfying the customer has never been greater
- 12. Today’s (Best) Consumers are Multi Channel users internet mobile devices social media call center customer store location e-mail
- 13. Customer Experience Drives Profits
- 15. Brand damage
- 17. Increase costs
- 18. LOB dissatisfaction with IT*Online business doing $100K/day = $2.5M/year in lost revenue
- 19. Conversation Rate Increases When Page Load Time Drops *Source: Gomez real user monitoring data, 33 major retailers, 3 million page views, search transaction
- 20. Transaction Step Conversion Summary 2 secs 4 secs 8 secs *Source: Gomez real user monitoring data, 1 retailer, 2 weeks worth of data
- 21. Customer Expectations Change Over Time *Source: Equation Research, July 2011
- 22. Slides from Hao’s Research *Source: Equation Research, July 2011
- 23. Slides from Hao’s Research *Source: Equation Research, July 2011
- 24. Today’s and Tomorrows Success = Customer Satisfaction Financial Success value of customer Experience & Expectations Satisfaction Future Behaviors conversion retention loyalty word of mouth *Source: ForeSee - Results Top 100 E-Retail Satisfaction Index, Spring 2011
- 25. Assuring great online customer experience through end-to-end proactive monitoring
- 26. 3rd party Are users coming from different browsers? Are customers coming from the East Coast? West Coast? Another country? Flash Which ISPs arethey using? Blog Host
- 27. InternalContributors (multiple Domains) Ad Providers
- 28. Below the fold content (just as important for some sites)
- 30. ISP Information
- 31. Browser Compatibility
- 32. Device Compatibility
- 33. 3rd Party ContributorsEmployees Devices
- 39. ISP Information
- 40. Browser Compatibility
- 41. Device Compatibility
- 42. 3rd Party ContributorsEmployees Devices
- 49. ISP Information
- 50. Browser Compatibility
- 51. Device Compatibility
- 52. 3rd Party ContributorsEmployees Devices
- 53. Additional Insights into an Application Problem VANTAGE Performance comparedto baseline Is it a network problem? Is it a web server, middleware,database or Java/.NET problem?
- 54. Extending Into Additional Tiers VANTAGE Link to Java / .NET Method Analysis
- 55. Role-relevant and meaningful customizable views
- 57. Complexity becoming more challenging
- 59. IT budgets stretched further
- 60. Too many tools to manage
- 62. Today’s Customer experience impacts tomorrow’s business results
- 63. Monitor with the customer perspective in mind
- 64. Utilize proactive monitoring to reduce or eliminate bad customer experience
- 67. Reduced revenue loss by 92% and $737,251 annually
- 68. Reduced home page load time from 11.3 seconds to 3.4 seconds
- 69. Saved 50%+ in staff and fees
- 71. Improved first-hour problem resolution rate to 80%
- 72. Improved annual troubleshooting efficiency by 97%, saving $784,000
Notas del editor
- Last updated or created: August ’11Key themes:Topics to be covered in this webinarTalk trackThanks for the introduction Tony, As Tony Mentioned I’ve been fortunate to work with 2 of the larger retailers on their Online platforms. 2 vastly different experiences – one was over many years of the exponential online commerce growth when companies were not always able to understand the customer experience as much as we would have liked - but we were able toimprove it over time with spot solutionsThe most recent experience was building a brand new online platform capable of handing the traffic of an Internet Retailer top 5 website right out of the gate – one key difference was the abundance of tools and approaches to help understand customer experience and the ability to plan, implement, and validate them prior to launch.Today I want to discuss with you what we see companies focused on in the online space, what customers are looking for and how to best ensurean optimal experience is being provided to the your customer to meet those business goals.
- Last updated or created: August ‘11Key themes:Online Channels are becoming more strategic to the enterpriseTalk trackIf you had a chance to attend the Internet Retailer Conference this year you were probably as amazed as I was at the number of exhibiters there – there is obviously a recognized need in the market for their products and services which is being driven by businesses of all kinds
- Last updated or created: August ’11Key themes:Online businesses are dealing with many constraints yet leadership and customers have increasing expectationsTalk trackI don’t need to point out to you today that the US and world economies are going through some challenging times and there is uncertainty on many levels, political, business, and consumerIn this uncertain climate, companies are carefully evaluating where to spend limited capital funds to provide the best ROI to their shareholdersAnd as we’re also aware there has been restraint on new hiring and resources have been constrained across organizations resulting in leveraging more 3rd parties when funding is made available to pursue those strategic initiatives.Some of you may have seen that comScore recently released its Q2 2011 U.S. retail e-commerce sales estimates, which shows that online retail spending reached$37.5 billion for the quarter, up 14 percent vs. a year ago. This growth rate represented the seventh consecutive quarter of positive year-over-year growth and third consecutive quarter of double-digit growth rates. Any idea where companies may want to make investments?
- Last updated or created: August ’11Key themes: Traditional Brick and Mortar retailers are moving capital expenditures to the online space as they see better returns Talk track Some recent examples of traditional retailers making online bets include:Delta – They are investing $100 million in their online platform to ensure they can deliver their brand in the way that best meets their customers expectationsMacy’s is focusing on a “omni-channel” strategy to engage customers in stores, internet and mobile channelsHome Depot is significantly reducing the number of stores they are opening yearly and moving some of that investment into the online spaceBest Buy announced that they are reducing capital expenditures (Stores) and increasing investment in online channels with a goal of hitting $4b in online revenue within 5 years
- Last updated or created: August ‘11Key themes: Traditional Brick and Mortar retailers are moving capital expenditures to the online space as they see better returns Talk trackOther Recent announcements include:Belk’s has made it clear why they are investing $150m in the e-commerce channel – because the margins are much higher onlineWilliams-Sonoma is making a significant investment in ecommerce because of it fast growth and future strategic valueAnn, Inc is making a significant investment in a better customer experience on their website, mobile devices and internationallyTarget is creating a new online platform – moving off of Amazon after more than a decade to take more control over future online directionThis just represents a few examples of the vast amount of resources being poured into the online channel from companies of all kinds
- Last updated or created: August ’11Key themes: Most websites have mastered the basic capabilities and it’s time now to leverage the more sophisticated capabilities driven dynamicallyTalk trackCapabilities like Alternative Payments, Customer Reviews and Ratings, Attribute Based Navigation, Site Search, and alternative images along with Zoom/360 are now considered foundational - table stakes - by customers and they are expecting the online experience to be catered more to their needs and interests.
- Last updated or created: August ‘11Key themes: To meet customer expectations with more dynamic 1-to-1 experiences more complex tactics are being deployedTalk trackSome of those Dynamic Optimization tactics being rolled to meet customers expectations include:Navigation/Click Stream Paths that can be varied based on the customer, what site they came from and other variables such as location they are coming fromContent can also be varied based on the customer, where they came from and other variables such as seasonality Location and look and feel of online chat can be tailored to meet customers specific needs
- Last updated or created: August ’11Key themes: To meet customer expectations with more dynamic 1-to-1 experiences more complex tactics are being deployedTalk trackAnd here are a few more examples of Dynamic Optimization tactics being leveragedResorting of site search results to best meet the customers needsProduct Recommendations that can be customized to the customer, where they came from, what they have searched for, as well as many other variablesAnd of course we cant forget other key online channels like mobile sites and smartphone appsWith the explosion of the various mobile devices customers are looking for consistent experiences across platformsA recent experience I had in the dynamic optimization arena happened after I visited a website to research riding lawnmowers, I was a little surprised to see an email the next day from the company letting me know that they were offering free shipping on their riding lawnmowers – very timely – impactful – but I wasn’t quite ready to pull the trigger yet on that purchase – but you can be sure I will return to that site to see what offers are available when I do decide to purchase.
- Last updated or created: August ‘11Key themes: These base and new features need to be delivered consistently across channels, devices, and throughout the lifecycleTalk trackNot only are we delivering complex dynamically optimized features to the website – we have other channels to grow and optimize as wellYou have customers arriving at your online platform from across various geographies, both nationally and internationallyWho are accessing your platform from PCs, Smart Phones, Tablets, Kiosk, and POS systemsAnd they are coming through various channels ranging from Web, Contact Center, Store, Catalog, Email, and social spacesAnd finally those customers can be at any point in the customer lifecycle – Researching, Browsing/Searching, Purchasing, or looking for Service
- Last updated or created: August ’11Key themes: The pace of technology change accelerates for e-retailersTalk trackWhile e-commerce tech spending is increasing, the number of technical initiatives underway are also on the increase – what are those key initiatives according to the respondents to a recent Forrester Research poll? Integration into back end systems like store, fulfillment centers are key foundational building blocksMobile sites being developed to meet the needs of the various mobile handsetsE-commerce Platform are being upgraded or completely re-done to support current and future capabilitiesMobile Apps and the services that support them are becoming a bigger part of the online portfolioAnd in many cases the underlying tools (such as content management) used by the business teams to care and feed for these varying channelsis no longer sufficient and must be upgraded or replaced
- Last updated or created: August ‘11Key themes: Today’s customers have almost unlimited online optionsTalk trackDo I need to say more – the customers options in the online space are almost limitless which puts the burden on the company to deliver the most optimal experience possible every time.
- Last updated or created: August ’11Key themes: Today’s best customers use more than one channel to interact with your companyTalk trackAs many studies have shown, customers who interact with your company in more than one channel - on average spend more with you.Whether they begin their research in a store, on your website or through a mobile application and complete the purchase through a call centeror in your store or on a social site, they are looking to you to provide them the flexibility they are looking for which will increase the likelihood they will return for future purchases as well.What’s key is that the experience is consistent from a features and performance perspective so there are no disappoints and no reason for them to look elsewhere.
- Last updated or created: August ‘11Key themes: The experience your customer has in your online channels directly impacts the bottom lineTalk trackHere’s a real simple way to frame up the impact of customer satisfactionIf you meet customer expectations, you can count on positive behaviors leading to positive business results – converselyIf they have a bad experience their behavior will reflect it by going somewhere to get what they were looking for Which ultimately impacts the business bottom line.
- Last updated or created: July ‘09Key themes:Poor web performance impacts your business!Talk trackHow much does Web performance matter in the online customer experience?A well respected research firm, the Aberdeen Group, set out to answer that very question. They did a detailed study and determined that a delay of only ONE SECOND in response time can have damaging results:-- 11% fewer page views-- 7% fewer conversions-- 16% reduction in customer satisfactionThe result:Lost revenue – as an example, if a online business does $100K/day, a 7% reduction in conversion can translate into a $2.5M/lose in revenue over a year!More support calls, which…Increases costsAnd leads to LOB dissatisfaction with IT and/or others responsible for the performance of the online platformDo you know how fast your website is or how it compares to your competition?
- Last updated or created: August ’11Key themes: the faster the page load time the better the conversion rateTalk trackThere are many studies telling us that slow page load times lead to site abandonment and the resulting lower overall conversion rate and here is a recent example from the vast amount of real user transactions that run through the Gomez platform Gomez recently looked at search transaction data from 33 major retailers – a total of 3 million search result pages and was able to graph the conversion rate (those customers that waited for the search page to fully load). As you can see the resulting graph clearly shows the impact of slow page load times on conversation rates, especially as the time dropped from 8 to 2 seconds showing a 74% increase in Conversion rate.
- Last updated or created: August ’11Key themes A detailed look at how one company ‘s “Conversion” is impacted by poorly performing pagesTalk trackTaking a little bit deeper dive into one retailers experience we took a look at the conversion rate from one page to another along the critical Check out path and found that as page load times increased the conversion (going from one page to the next) rate decreased. For example going from the product detail page to cart we note that when the page load time is outside of it’s 2 second SLA page load time the Conversion rate drops nearly 1 percent.Going from the cart page to the login authentication page when the page load time is outside it’s 4 second SLA page load time the Conversion rate drops nearly 5%. This is the part of the purchase path where they are committed and ready to purchase.And finally when going from the Login Authentication page to the start of check out when the page load time is outside it’s 8 second SLA page load time the Conversion rate drops 10%. While this was one retailer, in looking at others we are seeing similar patterns.
- Last updated or created: August ‘11Key themes: Customer expectations around mobile performance have changed significantly over the last two years Talk trackWe are clearly seeing similar performance expectations from customers in other channels as well.In a recent study from Equation Research looking at mobile users expectations, 71% of customers felt that websites accessed over their mobile device should be faster; Just as quick, or almost as quick as websites accessed from their PCThis is up from 58% just 2 years agoWhat will the expectations be 2 years from now?
- Last updated or created: August ‘11Key themes: What mobile phone users are actually experiencing vs. their expectationsTalk trackAs we saw in the previous slide – mobile customers expectations are increasing rapidly over time and as we can seehere from the same study - experiences are not quite living up to expectations.While 60% of mobile users surveyed indicated they would only wait 3 seconds or less for a page to load and an additional 14% indicatedthey would wait for up to 5 seconds, 77% of top companies take more than 5 seconds to loadAdditionally 57% of the mobile web users surveyed indicated they have had problems accessing a website – more than 1 in 2!
- Last updated or created: August ‘11Key themes: Impact of bad mobile phone performance Talk trackWhat’s the impact of these mobile performances – 57% of the mobile users surveyed indicated they wouldnot recommend the website and 43% said they are unlikely to return.
- Last updated or created: August ‘11Key themes: A good online experience today leads to future conversion, retention, and loyalty Talk trackIn one of the Key Note sessions from this year’s Internet Retailer Conference Larry Freed, President and CEO of Foresee Results,shared some value insight into how various retailers are doing in terms of customer satisfaction.Key in his message was that the experience the customer has today leads to a level of satisfaction that if good – will drive retention and loyalty resulting in continued value from that customer. That customers experience can also help or hurt you in today’s world were it is so easy to share experiences on social sites influencing more and more people than ever before.
- Last updated or created: August ‘11Key themes: Assuring great online customer experience through end-to-end monitoring Talk trackOK – your company has or is making the investments in the online platform to create those new capabilities that customers are looking for, how do you assure the experience is good for the customer ultimately resulting in the ROI the business is looking for?
- Last updated or created: August ‘11Key themes: Web Pages, Mobile Web Pages, and Apps are all made up of various content brought together at the device anywhereTalk trackLet’s take a quick look at a full featured website exampleIn addition to the great new dynamic features that I described earlier that are being rolled out for your customers, most websites,mobile websites, and apps are a composite of your content, 3rd party content, delivered by CDNs, Cloud services, anywhere in the country or the worldNo matter where the content is coming from for your site or app. It’s under your banner and the customer looks to you make surethe features work and the performance is acceptable As this popular website demonstrates – there are many sources of content and features that come together and provide the customer the experience they are looking for whether it’s in Lubbock Texas or London.
- Last updated or created: August ‘11Key themes: Web Pages, Mobile Web Pages, and Apps are all made up of various content brought together at the device anywhereTalk trackAs we scroll down the page we can see additional sources of content including ad providers
- Last updated or created: August ‘11Key themes: Web Pages, Mobile Web Pages, and Apps are all made up of various content brought together at the device anywhereTalk trackAnd as we can see with this website there is content below the fold that is also important and needs to be there when the customerscrolls done to access it. Slow loading content below the fold can create just as bad an experience as slow loading content above the Fold. Do you know how your pages are performing above and below the fold?
- Last updated or created: August ’11Key themes:Gomez’s SaaS OfferingTalk trackCompuware has a complete Application Performance Management (also known as APM) suite to provide insight throughout the application delivery chainand allow you to understand if there is a performance issue impacting your customer and where that issue is. These capabilities are grouped into 3 key offerings, the first offering is called the Gomez SaaS Platform which allows you to monitor those key contributors that live in the internet, outside the walls of your data center. Whether the contributor is a content provider, a feature provider, or content delivery network, the Gomez SaaSplatform allows you to monitor their performance and how it is impacting your customers real time. The Gomez SaaS platform allows you to dothis through synthetic measurements or by looking at real user data. It also has tools to allow you to understand how your content is appearing across different browser/OS/and mobile combinations. I know we don’t have time in this webinar to explore all of the capabilities of the Gomez SaaS platform but let’s look at one example.
- Last updated or created: August ’11Key themes:The ability to be alerted to performance issues is key as is quickly understanding the root causeTalk trackWith the complexity of today’s online channels, the ability to be alerted to poor performing web pages, mobile apps,web services is more critical than ever. Equally as critical is the ability to quickly understand the root cause of the issue so the problem can be quickly resolved and customer impact reduced and possibly avoided. What we are looking at here is the Operations Dashboard from Gomez that can be configured to show transactions that are critical to the business (and customers) and alert when performance varies from baseline. The alert colors speak for themselves, and the Root Cause Indicators cover the complete web delivery chain from Data Center to the end client device. You have the flexibility to align your contributors to the Root Cause groups.
- Last updated or created: August ‘11Key themes: The ability to be alerted to performance issues is key as is quickly understanding the root causeTalk trackIn this example of the Operations dashboard we can see the several alerts being raised – one for the Shopping Cart transaction and one forproduct search. For this discussion we’re going to look at the Product search transaction.
- Last updated or created: August ‘11Key themes: The ability to be alerted to performance issues is key as is quickly understanding the root causeTalk trackIt appears that one of our third parties may be having challenges in getting content to our web or mobile page within their contracted SLA
- Last updated or created: August ‘11Key themes: The ability to be alerted to performance issues is key as is quickly understanding the root causeTalk trackAs we drill down to the One Chart view and see the various contributors defined as third parties, we can see that Ad Vendor 1’s performance hasspiked and is impacting our customer’s experience. Knowing which 3rd party is causing the issue quickly allows us to address the issue before it impactstoo many customers. We don’t want to read about this in tomorrow's batch of Voice of the Customer surveys, we want to address it while is it happening.
- Last updated or created: August ‘11Key themes:Gomez’s First Mile OfferingTalk trackThe second offering in Compuware’s APM suite is called Gomez First Mile – First Mile brings together some of the SaaS capabilities from the Gomez SaaS Platform with some of the Gomez On-Premise capabilities we’ll talk about next. This capability leverages the synthetic transactions from the SaaS Platform to examineall real users transaction going through the data center to help alert to and quantify the actual customer impact. Let’s look at an example.
- Last updated or created: August ‘11Key themes: Visibility of performance issues inside behind the firewall are just as critical as those outside of itTalk trackOn this Operations dashboard we again see a couple of active alerts. For this example we are going to focus on theShopping Cart Transaction and as you can see the Data Center indicator is in an alert mode.
- Last updated or created: August ‘11Key themes: Visibility of performance issues inside behind the firewall are just as critical as those outside of itTalk trackAs we drill down into the pages that make up the Shopping Cart transaction we can see that everything looks fine on the Home page.
- Last updated or created: August ‘11Key themes: Visibility of performance issues inside behind the firewall are just as critical as those outside of itTalk trackAs we scroll down to the Cart page we can see that there are alerts for Page load time and server time
- Last updated or created: August ‘11Key themes: Visibility of performance issues inside behind the firewall are just as critical as those outside of itTalk trackAnd as we look over at the impact this performance issue is creating we can see that 26% of our customers arehaving this poor experience – in this example – 841 customers are experiencing slow cart pages. This can be keyInformation when confronted with multiple alerts and trying to prioritize what to address first.
- Last updated or created: August ‘11Key themes: Visibility of performance issues inside behind the firewall are just as critical as those outside of itTalk trackAs we click down one more level of detail we can see that the response times from one of our web servers isspiking resulting in the performance impact our customers are experiencing on the cart page. Again – Having this root cause knowledge at your finger tips make it much easier and quicker to get the right support team on the issue and customer experience improved.
- Last updated or created: August ‘11Key themes:Gomez’s On-Premise OfferingTalk trackThe third offering in Compuware’s APM suite is called Gomez On-Premise – On-Premise provides that deep dive capability that let’s your team quickly drill downinto the infrastructure layer in the data center that is causing the performance impact to your customer’s experience. Not only can you get to the right infrastructurelayer in the data center, you can get to the right server and even to the SQL Call or Java method that is having the issue. This fault isolation capability allows forquick identification of the issue for quick triage and resolution by the right support team. Again – there is not enough time in this webinar to review all of the capabilities of Gomez On-Premise but let’s look at an example of it’s capabilities to quickly find the source of a performance issue impacting your customers.
- Last updated or created: Oct ‘10Shows new operational dashboardKey themes:Slide shows how Gomez integrates with Vantage to diagnose Web problems fastTalk trackAgain – back to the Operations Dashboard. In this example we have both the GomezSaaS solution and the Gomez On-Premise solution so when we see the Data Center indicating an alert – when can click on the Gomez Saas Dashboard and go to the Gomez On-Premise dashboard to understand where in the data centerStack the issue is coming from. At this dashboard we begin to see where the root cause is coming from and the number of customers impacted by this performance issueTo investigate the problem, you can click on the alert and drill into the issue
- Last updated or created: Oct ‘10Shows new operational dashboardKey themes:Slide shows how Gomez integrates with Vantage to diagnose Web problems fastTalk trackAs we drill down we see that the performance issue is at the Java/.Net (Application) layer and then we can drill down once more to see the specific Methods which are having issues. At this point the appropriate support team can complete the triage and bring the application server back into service. To get to this level of fault domain isolation was the matter of a handful of clicks as we drilled down into the Issue one layer at a time.
- Last updated or created: August ‘11Key themes: Reiterating the key business, customer, and monitoring points covered in the presentationTalk trackAnd to quickly summarize….Online channels are becoming more strategic to the enterpriseCustomers have ever increasing expectations and options in the online spaceAnd to meet business goals and customer expectations you need proactive monitoring to ensure optimal customer experience
- Last updated or created: August ‘11Key themes:Talk trackThanks for attention and at this point I’m going to turn it back to Tony to see if we have any questions