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Shopzilla Site Redesign – We get what we measure

Phil Dixon, VP Engineering Velocity 2009

June 23 rd , 2009

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Velocity 2009

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Shopzilla, Inc. - Online Shopping Network
Shopzilla, Inc. - Online Shopping Network

100M



impressions/day


20‐29M



UV’s
per
Month


impressions/day
 20‐29M

 UV’s
per
Month
 8,000+
 searches
per
second
 100M+
 Products


8,000+


searches
per
second


100M+


Products


Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Background

In 2000, the business was simple - bizrate.com in the US Co-brands, API and shopzilla.com Multivariate testing, Europe and multiple data centers

Always in a rush

 

Difficult to change, differentiate

Site had become slow between 4-6 second page loads

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Our Build Approach

Start over, stay simple Build 2 weeks at a time, deliver every page ASAP Manage risk by managing exposure

Manage risk by managing exposure •   •   •   Phil Dixon – VP, Engineering

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

5 Shopzilla Site Technology Overview Phil Dixon – VP, Engineering | Velocity 2009 | June
5 Shopzilla Site Technology Overview Phil Dixon – VP, Engineering | Velocity 2009 | June

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Shopzilla Site Technology Overview

5 Shopzilla Site Technology Overview Phil Dixon – VP, Engineering | Velocity 2009 | June 23

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Anatomy of a Page Request

6 Anatomy of a Page Request Phil Dixon – VP, Engineering | Velocity 2009 | June

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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digitalcameras.bizrate.com – Server Side

7 digitalcameras.bizrate.com – Server Side Sessionization Taxonomy Keyword Taxonomy SEO Content Product Search

Sessionization Taxonomy Keyword Taxonomy SEO Content Product Search Attribution User Content Category Search Sponsored Links Search Log 1 Product Reviews User Content SEO Content Search Log 2 SEO Content Taxonomy Related Searches Product Details Related Searches Banner Banner Attribution Banner Banner Banner Banner Banner Access Log 1 Access Log 2

0

25

50

75

100

125

150

175

200

225

250

Log 1 Access Log 2 0 25 50 75 100 125 150 175 200 225 250

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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SLA’s – Key to High Performance

650ms server side

1.5s user experience

At the 95 th percentile

Under peak loads

0% error rate

• Under peak loads •   0% error rate Phil Dixon – VP, Engineering | Velocity

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Most Performance Gains in the Browser

Images to non-cookie domain resulted in Server Response Time 0.5% top line revenue increase! Rest
Images to non-cookie domain resulted in
Server Response Time
0.5% top line revenue increase!
Rest of the Page
Banners; 19%
Other; 51%
Images; 30%

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Can you spot our release dates?

10 Can you spot our release dates? shopzilla.com 10/13/08 bizrate.com 10/17/08 Phil Dixon – VP, Engineering

shopzilla.com

10/13/08

bizrate.com

10/17/08

release dates? shopzilla.com 10/13/08 bizrate.com 10/17/08 Phil Dixon – VP, Engineering | Velocity 2009 | June
release dates? shopzilla.com 10/13/08 bizrate.com 10/17/08 Phil Dixon – VP, Engineering | Velocity 2009 | June

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Gratuitous Graph Slide

11 Gratuitous Graph Slide Phil Dixon – VP, Engineering | Velocity 2009 | June 23 r

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Yeah, yeah… but did we make money?

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Site conversion rates increased 7-12%

Revenue = sessions x conversion % x CPC

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

Performance Impacts Abandonment Sessions to Google Clicks Ratio 100,00% 98,00% 96,00% 94,00% 92,00% Bizrate 90,00%
Performance Impacts Abandonment
Sessions to Google Clicks Ratio
100,00%
98,00%
96,00%
94,00%
92,00%
Bizrate
90,00%
Shopzilla
88,00%
86,00%
84,00%

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Bizrate 90,00% Shopzilla 88,00% 86,00% 84,00% 14 Phil Dixon – VP, Engineering | Velocity 2009 |

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Performance Penalties & bizrate.co.uk

~120% SEM Sessions
~120% SEM
Sessions

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Performance Summary

  Conversion Rate +7% - 12%   Page View’s +25%   US SEM Sessions +8%
Conversion Rate
+7% - 12%
Page View’s
+25%
US SEM Sessions
+8%
Bizrate.co.uk SEM Sessions
+120%
Infrastructure Required
nodes)
(US)
Availability
99.71%  99.94%
Product Velocity
+225%

Release Cost

$1,000’s $80

-50% (200 vs 402

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Is Performance Worth The Expense?

YES!

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Key Decision: Refactor or Rebuild

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Simplicity, Speed and Quality are design decisions

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Performance Gain Can Be Unexpected

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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We Get What We Measure

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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Lots More To Come

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

Thank You!

Blog:

tech.shopzilla.com

Email:

velocity@shopzilla.com

Jobs:

jobs.shopzilla.com

Phil Dixon – VP, Engineering

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Velocity 2009

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June 23 rd , 2009

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June 23 rd , 2009

Velocity 2009