2. Yottaa: Accelerate Mobile and Web Businesses
2
Founded: 2009
Customers:
eCommerce
Mission-critical websites across…
Financial
Services Media
Software-as
a-Service
Consumer
Goods
Business
Services Electronics
Enterprise
Software
Data Center Locations30+
Product: Yottaa Performance Cloud
Performance
Cloud
3. Agenda
• 5 Forces Transforming the Web
• Modern Web’s Performance Bottlenecks
• Emerging Technologies & Best Practices
• Case Studies from Media & E-Commerce
3
Greg Lazar: former General Manager & VP at Akamai
Bob Buffone: Chief Technical Officer at Yottaa
5. 1: Explosion of Mobile
5
Global Internet Devices Shipment
(2005 to 2016, Unit: 500M)
Must Optimize for 200+ Combinations
of Browser, Device, OS
(Source: Business Insider Mobile Report 2012)
2005
Personal Computers
Smartphones
Tablets
2006 2007 2008 2009 2010 2011 2012E 2013E 2014E 2015E 2016E
6. Web Performance is Key to mCommerce
64%
OF SMARTPHONE
USERS EXPECT
PAGES TO LOAD IN
UNDER 4s
$1Bn
APPAREL &
ACCESSORIES
PURCHASES
in Q113
71%
Of all retail
transactions
SMARTPHONE
USERS SHOP
VIA MOBILE
48%
Expect mobile
to be faster
than desktop
85%
Will go to
a competitor
to transact
42%
Will never
return to
your site
29%
7. 2) The Web is More Complex
7
Growth of Webpage Footprint & Number
of Requests (1995 to 2012)
(Sources: Demenech 2007, Gomez 2008, Charzinski 2010, Souders 2012)
Ajax / HTML5
Becomes
Mainstream
• 2.3 MB
• 209 assets
• 54 javascripts
• 29 HTML files
• 67 domains
Example: Godiva.com
9. 3) The Web is More Social
9
-
2,000
4,000
6,000
8,000
10,000
12,000
1-5 6-10 11-20 21-40 41+
TimetoInteract(msec)
# of Domains
# of Domains vs. Time to Interact
Source: Yottaa 2013 study of IR500 sites
10. 4) A Complex Application Delivery Chain
Data Center Middle Mile Last Mile Front End User Interactivity
11. 5) Performance is About User Engagement
11
CDN Value Proposition 2013 Business Goals
Time to Start Render
Time to Interact
Just-in-Time Content
Time on Site
Bounce Rate
Conversion Rate
Connection Time
Time to First Byte
Bytes/Second
Time to Last Byte
Content Offload
1000…STOP
…0001
Site Speed
0010001/sec
User Engagement
J-I-T
Delivering bits is necessary,
but NOT sufficient.
12. The 5 Forces Transforming the Web
12
1
The Mobile Web Complex Sites & Mobile Apps
2 3 The Social Web
Data
Center
Middle
Mile
Last
Mile
Front
End
User
Interactivity
2013 Business Goals
Time to Start Render
Time to Interact
Just-in-Time Content
Time on Site
Bounce Rate
Conversion Rate
User Engagement
J-I-T
4 5
Complex Application
Delivery Chain
Redefinition of
“Web Performance”
14. 2013: Front End is the Bottleneck
14
332
355
1,391
2,493
6,019
7,519
- 2,000 4,000 6,000 8,000
Time to First
Byte
Time to Last
Byte
Time to Title
Time to Start
Render
Time to Display
Time to Interact
Time (msec)
Page Loading Timeline
(Internet Retailer 500 sites)
Back End
Front End
16. 16
That Was Then (Old Way)… …This Is NOW (New Way)
Linear Loading and
Rendering of Entire Page
Context-specific, Just-in-
Time Rendering of Content
vs.
• Deliver all the
content, code, styling and
imagery for the webpage
whether the user needs or wants
it
• Deliver a single user experience
for both mobile and desktop
visitors
• Not plan for mobile user
• Sacrifice user experience
metrics to deliver everything
at once
• Retrieve the content as the use
requires it
• Understand what the user
requires in real-time and fetch
it for them
• Understand that devices are
different and what the user
needs for each device may
be different
• Keep important user experience
metrics fast
17. 17
That Was Then (Old Way)…
Server-side Latency in Delivering Dynamic Content
• Deliver all the content, code, styling and imagery for the webpage whether
the user needs or wants it
• Deliver a single user experience for both mobile and desktop visitors
• Not plan for mobile user
• Sacrifice user experience metrics to deliver everything
at once
18. Delivery of Dynamic Content: Today
Client
Web
Server
Server page
Processing
World Wide Web
1. Client requests
a dynamic page
2. Server returns
the Dynamic
page
Page
Rendering and
Processing
19. InstantON™: A Breakthrough Innovation
Yottaa InstantON™ accelerates dynamic applications
in ways never possible before:
Client
Web
Server
Network
2b. Yottaa requests
the page from the
web server
2a. Yottaa immediately
returns a partial page
from its cache
1. Client requests a
dynamic page
3a. Server returns
a new page3b. Returns page delta and
client processing
instructions
Page
Rendering and
Processing
Server page
Processing
Page
Processing
Partial
Page
Delivery
Page
Delta
20. 20
Unnecessarily Large
Size and Quantity of
Serially-delivered
Assets
That Was Then…
Front End
Optimization (FEO)
Techniques
…This Is NOW
21. Front End Optimization
Problems: Solutions:
Large Assets
Lots of Requests
Serialization
Reduce # of Requests:
• Combine Scripts and Images
• Combine images with Sprites
• Employ data URIs
Reduce Asset Weight:
• Use Gzip
• Minify Scripts
• Use Lossy and Lossless Image Compression
Parallel Processing:
• Load 3rd Party Assets Asynchronously
• Use Domain Sharding
• Use Intelligent Script Loaders
22. 22
That Was Then (Old Way)… …This Is NOW (New Way)
Commitment to
Single CDN Vendor
CDN Federation
vs.
• Sign on CDN contract and be
locked in via contract for 2 years
and via integration effort
for longer
• Suffer bad performance
in certain regions
• Costly software changes to code
to integrate fully with CDN
• Solve only a small part of the
performance problem
• Deliver the best performance
for your visitor in all regions
• Integration is done automatically
to multiple CDNs
• Single API can control and
manage all CDNs
• No software changes required
23. 23
That Was Then (Old Way)… …This Is NOW (New Way)
“One-Size-Fits-All”
Optimizations
Device-specific
Optimizations
vs.
• Least common denominator
approach to web performance
• Leave mobile un-optimized
• Think about your application
as mobile vs. desktop
• No possible way to deliver great
performance without the capital
of Facebook or Google
• Target all device profiles with
a best fit strategy
• Understand there are at least
3 application scenarios:
Mobile site on mobile
Standard site on mobile
Desktop site on desktop
• Deliver on the potential 1000s
of combinations of device,
browser and network limitations
of your users
24. 24
That Was Then (Old Way)… …This Is NOW (New Way)
Performance Delivered by
DevOps & Your Infrastructure
Performance Delivered
via the Cloud
vs.
• After the release ask operations
and development to fix the
performance issues
• Operations tells Business: “We
need a hardware upgrade”
(p.s. It will only fix part of the problem)
• Development tells Business: “We
will put this into the next release”
(p.s. It will only fix part of the problem)
• Both operations and development
tells Business: “We need a new
platform”
(p.s. It will only fix part of the problem)
• Business can see the correlation
of performance and business
metrics
• Business can solve with the help
of operations and development
the complete problem
• Business can easily predict both
the cost and the ROI of solving
performance problems
25. 25
Inability to Deal with
3rd Party Tags
That Was Then…
Performance-focused
Tag Management
…This Is NOW
27. Your Servers
27
Yottaa Solution
Search Engines
Browsers
Web
Visitors:
Mobile
Performance Cloud
Cloud Firewall
Federated CDN
Front End Optimization
Application Sequencing
User Engagement Visibility
1
2
3
28. Case Study: Brit Awards
• “The British Grammys”: The biggest event
in the British music industry’s calendar
• Millions of daily page views during peak
28
29. User Experience Improved ~50%
29
-
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
Time to Start Render Time to Interact
Time(sec)
Without Yottaa
With Yottaa
30. Dramatic Reduction in Infrastructure Load
30
97% reduction in requests and
bytes offloaded to Yottaa network
Sailed through traffic spikes
We are a 4 year old venture-backed company.Our product, Yottaa Performance Cloud, sits between your server and your visitors, and accelerates mobile and web performance, improving user engagement and conversions.
In today’s talk, we’ll cover:5 Forces Transforming the WebModern Web’s Performance BottlenecksEmerging Technologies & Best PracticesCase StudiesOur speakers today are: Greg Lazar, formerly of Akamai; and Bob Buffone, CTO of Yottaa. He’s spent the past decade helping enterprises web-enable their business applications, and is a frequent speaker on web performance.
SHORT INTR0 – 39 years in software, high tech; including 15 years in internet and CDN; 7 years with Akamai; currently an independent consultant in the Boston area.Since I started my live, marketing events business over the internet in 2000 many things have changed.Today I will be discussing the five forces – some evolutionary, some revolutionary – that have dramatically transformed the web over the past decade.It’s important to understand these forces, so that your future investments are addressing the new realities.Let’s take a look at each of them, and how they relate to performance, and business goals.
First factor: Explosion of MobileThe past several years have seen explosive growth of mobile devices (smart phones and tablets).From the dawn of the commercial web to as recently as 2004 or 2005, we’ve primarily had to worry about the desktop PC.Now, with the mobile revolution, there are HUNDREDS of browser/device combinations to worry about - to code for, to test for.Why is this so important? Well, consider these facts: [go to next slide]
The size and growth of mobile represents an enormous opportunity for us all.There’s already billions of dollars being transacted on mobile devices.Mobile traffic accounts for as much as 25-50% of many sites, and that will only increase over time. Almost half of all retail transactions are from Mobile.Performance matters:Impacts engagement, purchase, conversions, etc.Slow web performance directly impacts conversionsThe effect is more severe for mobile websitesMobile provides less feedback, increases frustration[Mention some stats from the slide] In the 2005 timeframe while at Akamai, we spent a lot of effort to develop the ROI that comes with increased performance. Today, most businesses already get the ROI, but they don’t know how to attain the performance gains in this new environment
2nd Factor: The Web has been growing more complexOn this chart, we see how both the MEMORY footprint of the page, and # of PAGE ASSETS, or requests, has grown over time.In the beginning, we had a server, a simple HTML file, and a couple images;Today’s web pages are complex, rich, distributed applications.Here’s a typical example: the Godiva.com homepage:This page is over 2 Megabytes in size, with over 200 page assets,dozens of javascripts and HTML files, all being pulled from almost 70 different domains – many of which Godiva.com likely doesn’t control!So – what does all this complexity mean for PERFORMANCE? Let’s take a look…
Not surprisingly, the more complex a site is, the worse its performance is.Here’s a result of a recent study of 14,000 web sites across a wide range of industries. What we see here is that the more complex a site is – whether you measure that in terms of page memory footprint, or # of Javascripts, # of images, or pretty much any other content metric – the WORSE performance is. After all – it takes time and effort to get, load and display the content.
The 3rd aspect of the changing web is that it’s social. Now, in many ways that’s obviously a good thing. We want people sharing, telling their friends, embedded content from one site on another. But the presence of all these 3rd party widgets – whether it’s social widgets, analytics, content, etc. – has a huge impact on performance.Facebook, Twitter, Linkedin, Google Analytics, You Tube all interact within a given websiteHere’s some more data – from the same study – showing that the more domains a site pulls content from, the worse, on average, performance is.SOURCE? 2013 IR500 sales study , with > 1,000 URL’s
Let’s step back and take a look at the bigger pictureThe fourth element of the web’s evolution is that today, there’s an extremely complex application delivery chain. And if you think about it, most of it is out of our control!First, we have the data center: yes, you have some control over how your site is architected and hosted; but even then, as soon as you include 3rd party tags, widgets – your website is at the mercy of the 3rd party.In the middle mile, if you’re using a CDN, then you do have some control over just how your content is delivered;. but beyond that: you have no control over what last mile connection your visitor is accessing your site; no control over their device/browser/operating system; or where on the page they decide to click, how they choose to navigate and interact within your site. THIS APPLICATION CHAIN IS CRITICAL TO UNDERSTAND AKAMAI AND OTHER HOSTING AND CDN PROVIDERS HAVE OVERCOME THE INHERENT OBSTACLES OF THE PUBLIC INTERNET, but gaining control over the end to end process is the challenge.
And last but not least, there’s a real transformation happening in how businesses think about performance.Traditionally, the CDN value prop is about site speed, and scale and reliability. The key metrics are things like:Connection time to the serverBandwidth% of content offloadToday, delivering the bits is necessary, but NOT sufficient.Arguably even more important are the higher-level business goals, around USER ENGAGEMENT. with, that, the key metrics become things like:How fast does the browser starts to renderHow soon can the visitor interact with the page, or mobile appIs the content delivered “just in time”?, is the content presented when it’s needed?The key metrics of user engagement are things like time on site, conversion and purchase rates, reducing abandonment.This is a different way to think about performance. But if you think of it this way, the approaches and technologies to optimize on THESE dimensions require us to think way beyond CDNs and what CDNs can do.
So given these 5 forces transforming the web, you can see that the CDN vendors solved the inherent bottlenecks of the public internet over the last decade. And companies like Akamai, Limelight, Level3 and Edgecast will continue to make their CDN services better. But the real problem to be addressed is the last mile/first mile challenges really accentuated by the explosion of mobile devices.There are some exciting new developements to address today’s performance bottlenecks. Now, I’d like to bring on Bob Buffone, the CTO and co-founder of Yottaa to describe some of the solutions that go beyond the CDN