5 steps to deliver the fastest mobile shopping experience this holiday season
DESCRIPTION
Retail TouchPoints' 2014 Holiday Connected Consumer Series session presented by Instart Logic #HolidayCCSTRANSCRIPT
5 Steps to Deliver the Fastest Mobile Shopping Experiences
this Holiday Season Presented by Sponsored by
#HolidayCCS
About CCS 2014
ü 7 Webinars, 4 Days
ü Sessions covering Store
Ops, X-Channel, Loyalty,
Big Data & more
ü Featuring industry
analysts and consultants
ü Free for Retail executives
http://ccs.retailtouchpoints.com/holiday-2014
#HolidayCCS
Follow The Webcast On Twi:er
#HolidayCCS @ConnectConsumer @RTouchPoints @InstartLogic
#HolidayCCS
About Retail TouchPoints
ü Launched in 2007
ü More than 28,000 subscribers
ü Provide executives with relevant,
insightful content
ü Free Resources such as White Papers,
E-book, Webinars, Research and
Podcasts
www.RetailTouchPoints.com
#HolidayCCS
BrightTALK
#HolidayCCS
Today’s Panelists
Peter Blum, VP of Product Management, Instart Logic
Alicia Fiorletta Senior Editor, Retail TouchPoints
MODERATOR
5 Steps To Deliver the Fastest Mobile Shopping Experiences
This Holiday Season
What we’ll cover
• Why performance matters • Case Study: Dollar Shave Club • Instart Logic overview • Modern Web Performance
Challenges • 5 Steps to Faster Mobile (and web)
Experiences • Case Study: One Kings Lane • Conclusion
www.instartlogic.com
Performance is Critical to e-Businesses
Loss In Conversions
Fewer Page Views
Decrease In Customer Satisfaction
=
1 Second Delay in Page Load Time
Sources: Aberdeen Group, Walmart Study
7%
11%
16%
www.instartlogic.com
Case Study: Dollar Shave Club
“This was the single most impressive conversion win we have experienced to date for anything we have done.”
-Todd Lehr, VP Engineering
Switched from Amazon CloudFront Conversion Boost
16.8% overall Up to 27% for tablets Up to 126% for smartphones
www.instartlogic.com
Instart Logic - Overview
• Software company focused on Application Delivery
• We work with globally known brands whose business depends on performance, and make their sites and apps really fast
• Team includes big data, virtualization and web performance experts from Google, Facebook, Akamai, Cisco, Citrix, VMware, and Aster Data
www.instartlogic.com
Who uses Instart Logic?
www.instartlogic.com
Modern Web Performance Challenges
Old World Application Delivery is single ended
“Wintel” End point
All existing solutions
stop at the edge
Wired Last Mile
10ms
www
“Distance Challenge” topology bound
200ms
www.instartlogic.com
0
50
100
150
200
250
Wired LTE WiFi 4G 3G
3G/4G/WiFi networks Slow, unpredictable edge
Devices Format/capability diversity
Sophisticated Apps Visual, personalized, complex
Late
ncy
(ms)
The Application Delivery Challenge Today
www.instartlogic.com
The Constraints of Today’s Application Delivery Solutions
“Diversity Challenge” Combinatorial explosion
“Congestion Challenge” Fat apps, thin pipe
150ms
Reduced “Distance Challenge” topology bound
100ms
www.instartlogic.com
Possible solutions
Re-think
Choose a new, completely different,
more efficient approach to delivering web and mobile performance
Patchwork
Cobble together disparate point solutions in the app
delivery path
CDN + FEO + device or access network specific apps + internal development
Do Nothing
Todays’ dominant solution is to ignore this challenge as
businesses are not aware of what’s possible
www.instartlogic.com
Instart Logic’s Approach
• Replaces legacy CDNs and FEO, delivered as service
• Software-centric solution, enabled by intercepting the entire delivery path
• Integrated Client-Cloud architecture, manages resources end-to-end
• Software extensible to future hardware/network improvements and new service features
18 | Confidential and proprietary
Software-Defined Application Delivery
Application Virtualization
Web Browser
Application Intelligence Application Server
Cloud Web Application
NanoVisor.JS
Browser API & Resources
5 Steps to Faster Mobile (and web) Experiences
Step1: Faster, Smarter Image Delivery
Traditional Image Delivery
2 Mbps
1,500 KB
5.8 seconds
Ready ✔
1,500 KB of JPG/PNG files
www.instartlogic.com
Can trade image quality for size but poor UX
2 Mbps
1,500 700 KB of JPG/PNG files
700 KB
2.9 seconds
Ready ✔
www.instartlogic.com
Enter Image Streaming and Computer Vision analysis
www.instartlogic.com
Enter Image Streaming and Computer Vision analysis
www.instartlogic.com
Enter Image Streaming and Computer Vision analysis
Color Density Objects/People Complexity/Patterns
www.instartlogic.com
Instart Logic Image Streaming with SmartVision
2 Mbps
1,500 KB of JPG/PNG files
500 KB 1000 KB
Ready ✔
1.9 sec 3.6 sec
Automatic intelligent splitting of images, with varying quality levels
www.instartlogic.com
Step 2: Send right-sized images to end devices
Responsive Website Example
• Same images (and data) sent to every device • Expensive resizing on the client side • Solution: Right image for each device
750 x 422 283KB
300 x 169 283 KB
750 x 422 283KB
www.instartlogic.com
Do it yourself
Adaptive approach Requires spitting out different images sizes during publish process Adjust HTML generation systems on server side for different devices Send resized images based on endpoint detection
Drawbacks Investments in hardware for resizing lots of images Heavy development investment required Doing this during publish makes it hard to adapt to new devices (ex: iPhone 6 Plus)
www.instartlogic.com
Image Resize as a Service
Original Image - 575 x 412 (221KB) Right sized Image - 287x 206 (54KB)
Original “learn about the roast” page size Right sized “learn about the roast” page size
738KB 1,459KB
Automatic or API based resize for any mobile device, for any responsive website
www.instartlogic.com
/images/roast.jpg?resize=width:300
Step 3: Stream HTML to make your site faster
Dynamic HTML Delivery
• Dynamic HTML takes time to generate on the backend • Browser idle and until HTML generated and downloaded
Generate <HTML>
Request
<HTML>
Response
www.instartlogic.com
Fast Flushing of HTML Helps
• Send dynamic HTML as its generated in chunks • Hefty investment in backend and code changes • Only incremental benefit given back and forth communication
1 <PART1> <PART2> <PART3> Dynamic <HTML>
Request
Response
www.instartlogic.com
HTML Streaming is better
Instart Logic
• Instart Logic automatically determines non-unique dynamic HTML • That portion is stored near end users and sent immediately • Allows browser to start working immediately
2
3
4 1
Non-unique <HTML>
Generate <HTML> <HTML>
Response
www.instartlogic.com
Step 4: Smarter Usage of Modern Browser Caching
Standard Browser Caching
Traditional Browser Storage
Large but slow Local Browser Cache
CSS
www.instartlogic.com
Manually code to HTML5 Storage for faster reloads
Traditional Browser Storage
Small, but super fast Local Storage
Local Browser Cache Large but slow
CSS
www.instartlogic.com
Browser storage tiers and fetch times (ms)
LocalStorage 1 1 6 2 5 3 3
SessionStorage 0 1 8 2 5 4 4
Cookie 11 97 13 7 104 111 68
Browser Cache - via XHR
549 617 1944 793 2257 2425 1760
Total time to access 1K objects of 500B each
www.instartlogic.com
Instart Logic automatic placement
Traditional Browser Storage
Small, but super fast Local Storage
Local Browser Cache Large but slow
Nan
ovis
or.J
S
CSS
www.instartlogic.com
Step 5: Cover your web performance basics
Web Performance Basics
www.instartlogic.com
• Use the right quality settings for your images
• Each image is unique but too high quality kills performance without a visible improvement
• Use modern image formats when possible
• Reduce image size up to 30% without loss of quality using Google WebP and Microsoft JPEG XR
• Compress your text with gzip
• HTML, CSS, and JavaScript should all be compressed
• Set proper browser cache headers
• Static assets like CSS, JavaScript, and images should have Cache-control headers
Case Study: One Kings Lane
42 | Confidential and proprietary
Case Study: One Kings Lane
“Instart Logics’ key differentiator for us was its intelligent application delivery solution. Given the …heavy imagery and high-resolution imagery of our website, …we couldn’t find anything like Instart Logic’s solution in the market.”
-Arun Rajan, CTO, One Kings Lane
• Switched from Akamai • Using large immersive images • Dramatic performance boost
35% improvement in page load times • Offloaded backend servers
www.instartlogic.com
Conclusion
1. Modern application delivery challenges (mobile devices, wireless networks) are not being addressed by CDNs
2. You can make a number of changes internally with internal development to increase performance
3. Instart Logic can do better, and with no effort on your part.
Questions?
www.instartlogic.com
Get a Demo: www.instartlogic.com
#HolidayCCS
Q&A
#HolidayCCS
Q & A
Peter Blum, VP of Product Management, Instart Logic
Alicia Fiorletta Senior Editor, Retail TouchPoints
MODERATOR
#HolidayCCS
It’s A Wrap!
Thank you for a:ending the Holiday Connected Consumer Series!
All sessions are available on-‐demand at h:p://rtou.ch/holidayccs