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Optimizing Website Performance in the Age of Mobile & Social

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With the rise of social media and targeted ads, marketers and merchandisers increasingly rely on deep linking to increase brand awareness & equity and to drive customer acquisition and retention. Deep linking consists of linking to specific content other than the homepage. For example, brands routinely tweet about special offers or use Pinterest to drive awareness and conversions via specific products or content.

The challenge with deep linking for most enterprises is the ability (or inability) to optimize every page and every piece of content across their websites. In this webinar, Ari Weil of Yottaa will discuss deep linking and how etailers can:

Ensure continuous, real-time acceleration and security for every page

Handle the challenge posed by rapidly-changing or newly-created content that is not optimized for performance across all desktop and mobile use cases

Improve the performance of 3rd party content

Adapt optimizations over time through machine learning from real-world interaction

Publié dans : Technologie
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Optimizing Website Performance in the Age of Mobile & Social

  1. 1. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V Optimizing Website Performance in the Age of Mobile and Social
  2. 2. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V LIZ LYNCH PARTNER MARKETING SPECIALIST @lizlynch YOUR PRESENTERS ARI WEIL VP MARKETING & BD @aweil
  3. 3. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V TODAY, EVERYTHING IS ABOUT THE END USER
  4. 4. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V THERE ARE LOADS OF PRODUCTS TO HELP UNDERSTAND & DRIVE BEHAVIOR 4
  5. 5. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V APPLICATION LATENCY INFRASTRUCTURE LATENCY 66% expect page load in 4 SECONDS 3 SEC 57% leave after 46% NEVER RETURN after a bad experience WEBPERF: THE 4 SECONDS SYNDROME 85% leave after 5 SEC Title First Content Above the Fold Complete200 milliseconds Your Website DESKTOP + MOBILE industry average desktop page load 5.3 SEC industry average mobile page load 8.2 SEC Start Sources KISSMetrics, Akamai, SOAST
  6. 6. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V WHAT USERS SEE WHEN THEY COME TO A HOME PAGE I THINK THE CONTENT I WANT IS BACK HERE SOMEWHERE…
  7. 7. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V Navigating directly to relevant content improves the perception of speed for users WHY? They’re interested in the content. ONE SOLUTION: DEEP LINKING
  8. 8. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V HINT: YOU’RE ALREADY DOING IT
  9. 9. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V THIS MIGHT LOOK FAMILIAR TO SOME OF YOU
  10. 10. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V DEEP LINKING WORKS ON ANY DEVICE, ANY TYPE OF APP
  11. 11. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V • What you tell yourself: ALL OF THEM • In reality, typically two types: – Homepage – Landing page • And how does that help/hurt you? – Site authority – Relevancy – Visibility WHICH PAGES DO YOU OPTIMIZE FOR PERFORMANCE?
  12. 12. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V HOW MARKETING BUDGETS ARE ALLOCATED: 2015
  13. 13. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V A QUESTION: HOW OFTEN DO YOU PUSH NEW CONTENT TO YOUR SITE?
  14. 14. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V A TEST: HOW MANY INBOUND LINKS COME TO INTERNAL PAGES? WHERE ARE YOU SENDING USERS & WHERE ARE THEY CHOOSING TO GO?
  15. 15. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V HOW ARE YOU KEEPING IT ALL OPTIMIZED?
  16. 16. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V APPLICATION LATENCY INFRASTRUCTURE LATENCY 66% expect page load in 4 SECONDS START RENDER time 47% improvement in 20% Improvement in CONVERSION RATE 4 SECONDS SYNDROME: HOW LATENCY IMPACTS USER BEHAVIOR 73% longer SESSION DURATION Title First Content Above the Fold Complete200 milliseconds Your Website DESKTOP + MOBILE OPTIMIZE & MANAGE USER EXPERIENCE FROM END TO END Start DNS RESOLUTION SERVER CONNECTION SERVER WAIT CONTENT DOWNLOADED SMARTER CACHING COMPREHENSIVE CONTENT ORCHESTRATION FEEDBAC K LOOP USER CONTEXT CONTENT DELIVERY Sources KISSMetrics, Akamai, SOAST
  17. 17. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V CASE STUDY: 20% Time to Display 10% Mobile Conversions 3.4 % Tablet Conversions INCUMBENT Akamai (DSA and ION Premier) PAIN Application latency and disappointing conversion rates UTILIZING AdaptiveCDNTM, InstantONTM and AppSequencingTM
  18. 18. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V VALIDATED BUSINESS IMPACT ENDORSED BY INDEPENDENT 3RD PARTY Yottaa
  19. 19. C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V THANK YOU!

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