#irce17 why you need to understand your whole tech stack · top priorities for ... why you need to...
TRANSCRIPT
#IRCE17
ECOMMERCE TECHNOLOGY WORKSHOPJune 6, 2017
Beyond the Platform: Why You Need to Understand Your Whole Tech Stack
#IRCE17
Jeff McRitchieVP of eCommerce /Co‐founder
Shilo JonesDirector of eCommerce
Beyond the Platform: Why You Need to Understand Your Whole Tech Stack
#IRCE17How would you describe your current technology stack?
25%
63%
13%
Infancy Stage
Established and Growing
Mature and Testing Innovative Technology
Answers
Answers
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Top Priorities for Retailers
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Platform Hosting Hosted Acquisition / Retention
Extensions Back End
The MyBinding.com Tech Stack
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Tips:• Consider total cost of ownership of your platform• Run most updated versions in your tech stack it can make a huge difference• Consider alternative technologies to extract achieve better performance
Platform
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Hosting / Performance
Tips:• Tag Management can cut time to innovation and improve performance• A good CDN with aggressive asset caching is an absolute must have• Good hosting can not overcome poor code (and vice versa)
Magento Hosting
Tag Management CDN Full Page Cache Analytics
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Third Party Hosted
Tips:• Hosted partners can often provide technology that is difficult to implement in house• Implementing these solutions can sometimes be complex and difficult to troubleshoot• Performance is highly dependent on the partners you choose and their networks
Search SEO
Blogging / CMS
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Acquisition / Retention
Tips:• Develop a strong and persistent data layer to power your retention activities• Consistent and independently verifiable attribution are essential• Consider choosing providers that incorporate AI as part of their platform
Retention Automation
Retargeting PLA’s / Shopping Adwords / Text Exit Intent Popups
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Extensions
Tips:• Choose extension companies carefully / not all are created equal• After fixing bugs and customizations extensions are often not cheaper than custom dev• The more extensions / partners you have the more complex troubleshooting becomes
Shipping Rules One Page Checkout
Full Page Cache / Performance Data Management
Feed Management
Authorize.net CIM
Q&A
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Backend Systems
Tips:• Often the most complex and easily overlooked part of an ecommerce tech stack• Changes here can yield huge cost savings / efficiency gains• Developing seamless integrations and connections here is key
ERP / CRM / WMS / OMS
Connector Shipping Tax Calculation Marketplaces
Payment GatewayBackup Gateway / Processor
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Speed of Innovation
Cost to Operate$$$
$
Destination Lighting Tech Stack Goals
GOAL
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Customer Service
Email & SocialMedia
User Experience
Product Data
Paid Search
SEO & Content
Developer
Problem
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Customer Service
Email & SocialMedia
UX Product Data
Paid Search
SEO
Developer
Solution
Modern Tech Stack
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Modern E-commerce Tech Stack
Services Layer
Data Layer
Platform Layer
Infrastructure Layer
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#IRCE17Software Firewall
L7 WAF Firewall
DOS Filtering
XSS/SQLProtection
VarnishCache
L7 LoadBalancer
Load Balancer
Mail Server
Monitoring Servers
Database Server
Access Servers
SMTP Server
Central Monitoring
SMS/Email Alerts
SMTP Server
Redis Cache
Memcache Cache
MySQL Database
Nginx Web Server
PHP 5
Open VPN/IPSEC
SSH/SCP/SFTP/FTP
InfrastructureLayer
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#IRCE17E-commerce Platform
Content Management System
Content Distribution Network
Magento
PlatformLayer
Wordpress
CloudFlare
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#IRCE17DataLayer
Tag Management
Web Analytics(Google Analytics)
Clickstream Analytics(PolyTab)
Conversion & Audience Tracking(Google AdWords Conversion, Facebook
Custom Audience, Bing Ads, Google Dynamic Remarketing)
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#IRCE17ServicesLayer
Search
Product Data &Inventory FeedManagement
Email ServiceProviders
Payment Gateway Monitoring
Behavioral Targeting
Shipping Rules Management
Testing
Klevu
GoDataFeedBenabeeXO Logic
Zaius
Sendgrid
Pingdom
New RelicVantiv
ShipperHQVisual Website
Optimizer
Customer Service & Support
Zendesk/Zopim
CriteoSteelHouse
GranifyOptin Monster
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Real Problems in the Stack
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Browser Caching
CDN –Static Assets
Full PageCaching
ApplicationCaching
Managing Caching for Performance
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Profiling Problem Areas
0
1
2
3
4
5
6
1 ‐ Subset of Product 2 ‐ Full ProductCatalog Reindexed
3 ‐ Session Hack 4 ‐ Flat CatalogCached
5 ‐ Default Menu
Time to First Byte
Blank Category Checkout Home PDP
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Mobile Site Failure
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Security BreachOverview of the Attack• Server was compromised and malicious code placed in
Autoload.php and several “containers” not part of the default Magento configuration were created to store stolen data
• Code tracked URLs containing the terms “admin”, “checkout” or “payment” and would save the whole query to an JPG file
• Stolen Data ‐ Magento logins and passwords (including customers) & ~30,000 encrypted CC numbers
Prevention Basics• Harden Magento admin permissions• Keep current with patches• Before each deployment make sure someone you trust
understands each file in “git status”• Create a script to check files regularly (any images greater than
10MB or changes in core files)• Keep server logs for at least 1 year or longer• Consider taking out some insurance
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Payment Gateway Crashes
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Organic Traffic Drop
January 2015 July 2015 January 2016 July 2015
Sep 1, 2014 - Dec 31, 2016Sep 1, 2012 - Dec 31, 2014
250,000
500,000
Tips• 28.67% drop in organic traffic compared for the 6 months after the launch of Magento• Lesson ‐ don’t confuse Google• Tons of technical issues that we thought were resolved or weren’t aware of (incomplete URL mapping, didn’t block all dynamic filter
pages ie. cat=, price=, p=, limit=, dir=, order=, didn’t noindex pagination, etc.)• Highly recommend having a good SEO audit before launch; it would have saved us hundreds of thousands of dollars in lost revenue.
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ERP Implementation
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Platform Implementation
Investment RequiredTeam Enthusiasm
The Gap of Disappointment
Minimal
A Little
A Lot
Tons
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8
Honeymoon “The Slog” Equilibrium
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Jeff McRitchie
Co‐Founder
MyBinding.com
Shilo Jones
Director of Ecommerce
Destination Lighting
For additional questions:
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