E-commerce Optimization: Using Load Balancing and CDN to Improve Website Performance and Customer Satisfaction
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As more people shop online, it’s critical that your website meets—and even exceeds—their expectations. Online shoppers want sites that are easy to use and don’t waste their time. According to a recent Imperva Incapsula survey, more than 60% of users said they wouldn’t wait more than five seconds for a site to load. And almost 70% said that poor website performance would cause them to leave a site and never return. If you’re serious about reaping the benefits of the significant growth in online shopping, it’s time to get your web “house” in order. And a new free webinar from Imperva can help.
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E-commerce Optimization: Using Load Balancing and CDN to Improve Website Performance and Customer Satisfaction
- 1. © 2016 Imperva, Inc. All rights reserved. State of E-Commerce Optimization April 6, 2016 What Shoppers Think and What Ecommerce Teams Should Work On
- 2. © 2016 Imperva, Inc. All rights reserved. Speakers 2 Scott Neuner Principal, Cicero Group sneuner@cicerogroup.com Tim Matthews Vice President of Marketing, Incapsula Tim@incapsula.com
- 3. © 2016 Imperva, Inc. All rights reserved. State of E-Commerce Optimization April 6, 2016 What Shoppers Think and What E-Commerce Teams Should Work On
- 4. © 2016 Imperva, Inc. All rights reserved. 2015 E-Commerce Survey – What We Did and Why • We wanted to compare how shoppers and website operators felt about the online shopping experience. • Cicero Group was engaged to survey 250 US and Canadian eCommerce operators • Incapsula surveyed over 4500 online consumers worldwide 4
- 5. © 2016 Imperva, Inc. All rights reserved. A Slow Website Will Hurt Your Business. Here’s What We Found… 1 Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved. 5
- 6. © 2016 Imperva, Inc. All rights reserved. sec67% of users will leave and unlikely to return if it takes 5 seconds or more for your site to load
- 7. © 2016 Imperva, Inc. All rights reserved. Great Expectations • 27% of online shoppers expect the site to load in 2 seconds or less • 13% never coming back if site is not fast • 51% expect mobile-compatible sites when shopping Confidential7
- 8. © 2016 Imperva, Inc. All rights reserved. Slow Loading Websites Impact Online Revenues Confidential8 Sources: Incapsula – How 5 Seconds Can Make a Better E-Commerce Site, Cicero Group KISS Metrics - How Loading Time Affects Your Bottom Line, Aberdeen Group Slower page response time results in increased page abandonment Page Abandonment Increase as a Percentage. 50% 2 10864 Page load in seconds. 100% A 1-second delay in page-load time equals: Fewer Page Views Decrease in Customer Satisfaction Loss in Conversions 11% 16% 7%
- 9. © 2016 Imperva, Inc. All rights reserved. Confidential9 inOnline transactions using mobile
- 10. © 2016 Imperva, Inc. All rights reserved. Confidential10 Mobile-Friendly a Must • More than 45% of all e-commerce is happening on mobile • Yet, mobile compatibility lowest priority for e-commerce vendors • Device-specific content delivery and mobile-optimized sites ensure fast loading times and maximum conversions
- 11. © 2016 Imperva, Inc. All rights reserved. Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved. 11 % Abandon cart after 5 seconds
- 12. © 2016 Imperva, Inc. All rights reserved. Slow Sites Mean Less Conversions • Online shoppers’ #1 priority is to quickly navigate and shop • Website loading time & Order Process Time more important than rich content • Transaction time improvements yielded 36% higher conversions Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved. 12
- 13. © 2016 Imperva, Inc. All rights reserved. Availability slide • Optimizing not alone • Availability also crucial Confidential13 Fast. But Available?
- 14. © 2016 Imperva, Inc. All rights reserved. Downtime Costs Money Confidential14 Sources: Ponemon Institute 2013 - Cost of Data Center Outages; Aberdeen Group – DR-as-a-Service, It Delivers DR Services In-house DR On average, the cost of an unplanned outage per minute is likely to exceed almost $8,000 per incident [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] $0 $2,000 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 Minimum Median Mean Maximum FY 2010 (n=41) FY 2013 (n=67) Total cost per minute of an unplanned outage Businesses with In-house DR Solutions recover from outages 3 times slower than those with DR Services Time Spent Recovering from a Disaster
- 15. © 2016 Imperva, Inc. All rights reserved. How You Can Meet Buyer Expectations 2 Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved. 15
- 16. © 2016 Imperva, Inc. All rights reserved. E-Commerce Teams Unfamiliar with Tech That Can Help Confidential16 43% Not Confident in their Familiarity Familiarity with Load Balancing Overall sample, n=250 7% 12% 24% 36% 21% Not At All Familiar Slightly Familiar Moderately Familiar Familiar Very Familiar Familiarity with a Content Delivery Network (CDN) Overall sample, n=250 53% Not Confident in their Familiarity 10% 15% 28% 32% 15% Not At All Familiar Slightly Familiar Moderately Familiar Familiar Very Familiar
- 17. © 2016 Imperva, Inc. All rights reserved. Content Delivery Network (CDN) Confidential17 • Cache, optimize, and serve content • Uses servers in closest physical proximity to website visitors. • Avoids bottlenecks near the hosting server • Speeds up data from cloud to end-user
- 18. © 2016 Imperva, Inc. All rights reserved. Static vs. Dynamic Content Caching Confidential18 HTML files have a significant impact on • Page load time • Server load HTML file received after 5 sec (!) Also heavy impact on server load Most HTML files are actually Static Incapsula developed algorithms that • Detect and cache static HTML files • Never cache dynamic HTML files With Incapsula algorithms
- 19. © 2016 Imperva, Inc. All rights reserved. Device-Aware Content Delivery for Mobile Confidential19 Incapsula CDN allows you to serve different content based on the device • Desktop users want rich user experience • Mobile users want simplified interface • All users want fast, easy-to-navigate sites
- 20. © 2016 Imperva, Inc. All rights reserved. Full Control When You Need it • Advanced caching algorithms for dynamic and static content • Fine-grained caching controls – Custom, per resource caching policies – Instant cache purging • Content optimization reduces data transferred (compression, minification, etc.) • Networking optimization and smart handling of session connections accelerate traffic delivery Confidential20
- 21. © 2016 Imperva, Inc. All rights reserved. How to Optimize Your Site Confidential21 Granular Caching Rules Instant Purging Content and Connection Optimization
- 22. © 2016 Imperva, Inc. All rights reserved. Ensuring Availability with Load Balancing • Spread traffic and workload across different servers within a network • Increase overall computing efficiency – minimizing downtime and raising overall throughput and performance • Speeds up data from server to cloud Confidential22
- 23. © 2016 Imperva, Inc. All rights reserved. Load Balancing and Failover Advantages • Cost effective scaling without an appliance or virtual appliance • Supports any type of Web environment or equipment – Physical, virtual, on premise, cloud, etc. • Flexible layer 7 load balancing algorithms – Least pending requests, least open connections, source IP hash • Fastest layer 7 data center failover available – Not TTL Dependent • Real-time website health monitoring Confidential23
- 24. © 2016 Imperva, Inc. All rights reserved. Rapid Growth requires Rapid Performance • E-commerce estimated to nearly double by 2020* • Users expect fast-loading, mobile-friendly sites • E-commerce vendors should investigate CDNs and load balancing • Better performance leads to more conversions and improved bottom line Incapsula, Inc. / Proprietary and Confidential. All Rights Reserved. 24
- 25. © 2016 Imperva, Inc. All rights reserved. Want to Learn More? Download the E-Commerce Survey or sign up for a free 14 day trial Contact us: ayra@incapsula.com 25
- 26. © 2016 Imperva, Inc. All rights reserved. Confidential26 Q & A
Notes de l'éditeur
- We wanted to see how shoppers and website operators do and do not see eye to eye when it comes to an online shopping experience. To do this we performed a survey of online consumer and shoppers to understand online shopping behaviors including purchase habits on cross-platform devices, how shoppers judge whether a website has good or poor performance, and what drives shoppers to return to a website to shop again.
- 67% of users will leave and not return to your site if it performs poorly 52% of all small business in the U.S now engaging in e-commerce Performance and User Experience critical for conversions and bottom line Content Delivery and Load Balancing improve performance – leading to more conversions and more transactions
- No one likes slow websites. In fact, our research has shown a very real correlation between website loading times and page abandonment. After about 4 seconds of waiting, around 25% of visitors will leave. Another study has pointed out that a 1 second delay in page load results in 11% fewer page views, 16% decrease in customer satisfaction, and 7% loss in conversions. http://www.tagman.com/mdp-blog/2012/03/just-one-second-delay-in-page-load-can-cause-7-loss-in-customer-conversions/
- With nearly half of all ecommerce transactions taking place on mobile devices, Ecommerce vendors also need to ensure that their sites are mobile friendly, as this percentage is growing, and looks to continue to grow.
- Cross-Platform Optimization is Crucial to Business But our survey shows that vendors rank mobile compatibility as their last concern.
- Online shoppers’ #1 priority is to quickly navigate and shop 46% abandon cart if it doesn’t load in under 5 seconds Transaction time improvements yielded 36% higher conversions
- Downtime costs businesses money. A recent study by Ponemon Institute has found that every minute of unplanned outage is likely to exceed $8,000. If it’s this costly to have downtime, it is important to minimize outages by keeping them available, and also bring them back online as fast as possible. For this reason companies typically have some sort of Disaster recovery plan. Another study, this time by the Aberdeen group, compared businesses who use homegrown DR solutions, versus those who use 3rd party DR services and found that companies who us DR as a service typically have 50% fewer outages and recover from them 3 times faster.
- Cloud-based load balancing and content delivery work together to speed up site from both ends - from server to cloud, and cloud to user 53% of website operators relatively unfamiliar with CDN 43% unfamiliar with Load Balancing
- a content delivery network (CDN) is a network of datacenters than can cache, optimize, and serve content from the servers in closest physical proximity to website visitors. It avoids bottlenecks near the hosting server by allowing visitors to access a cached copy of the data nearest to them, instead of all visitors simultaneously accessing the same central server. Since most of the loading time of a website involves waiting for the content to download, using a CDN can significantly reduce load times by serving cached content from the server nearest to your visitor. Furthermore, by reducing the amount of data requests that your origin server has to serve, your server’s workload is greatly reduced. Overall, this significantly improves the performance of your website, giving your visitors a very fast experience. On average, websites using the Incapsula CDN are 50% faster and consume up to 70% less bandwidth
- As the Internet is getting faster, transport (downloading files, images, etc.) is no longer the most significant part of page load time. These days HTML file creation takes most of the page load time. Application servers are required to create an HTML file per client request and are usually required to issue multiple DB requests in the process, which obviously also has a significant impact on server load. The example shows the Incapsula website home page being served from a standard CDN that does not have HTML caching capabilities. It is clearly evident that HTML file creation takes most of the page load time, and of course, also most of the server load. Although the application server is required to create a new HTML file with each request, most of these HTML files are actually static, i.e. the exact same file is served to each and every user in any given time. Such files can easily be cached to significantly reduce page load time and server load, but most CDNs regard them as dynamic and will not cache them. Incapsula leveraged its security algorithms to develop application aware algorithms that can distinguish static HTML files (do not change over time or per user) from dynamic ones. These algorithms enables Incapsula to cache static HTML files, therefore significantly reducing page load time and server load.
- High-res images, product videos, animations etc Mobile connections generally slower, smaller screens not amenable to elaborate web design
- The incapsula solution includes several technologies which help optimize websites. The first is Content Caching. Out of the box, Incapsula automatically identifies content which is cacheable and determines the length of time that resource can be cached; more static assets will be cached longer than dynamic assets. This algorithm allows website owners to easily optimize their website without the need for a specialized staff who is experienced with caching techniques. For power users, we also provide tools to allow them to dive deep into the product and define custom settings for their caching. In addition to this, Cached content is optimized using compression, and minification in order to speed up delivery by reducing the amount of data needing to be sent to the user. Finally, Incapsula also includes networking optimization and smart session handling. All of these things come together to help our customers optimize their website, resulting in faster loading webpages, less bandwidth consumption, and lower web server utilization.
- The Incapsula solution includes several technologies which further help optimize websites. The first is the caching rules engine that allows users to have full control over which resources will be cached (and for how long) and which resources will never be cached. The second is Instant Purging, which allows users to clear the Incapsula cache within seconds when new content is published. Users can choose to clear all the cache or only clear the specific resources that have been updated. In addition to this, Cached content is optimized using compression, and minification in order to speed up delivery by reducing the amount of data needing to be sent to the user. Finally, Incapsula also includes networking optimization and smart session handling allowing it to reuse existing connections and sessions, thus lowering overhead actions and reducing page load time. All of these things come together to help our customers optimize their website, resulting in faster loading webpages, less bandwidth consumption, and lower web server utilization.
- Load balancing is a general term for various distribution techniques that help spread traffic and workload across different servers within a network. Put in human terms, the idea is simple: the more available hands working, the faster and more efficiently the job gets done, and the less work each person has to do. When applied to the computer networks, these principles of “community labor” become extremely valuable, as they help increase overall computing efficiency - minimizing downtime and raising overall throughput and performance.
- *http://blogs.forrester.com/andy_hoar/15-04-02-us_b2b_ecommerce_to_reach_11_trillion_by_2020
- What to learn more about Incapsula, or the latest in DDoS trends? Feel free to visit us at www.incapsula.com to download a free copy of our report, or to start a free 14 day trial of the product.