Increase Conversions with a Faster Responsive Website, with a New Approach to Website Delivery

Moderator Zak Stambor Managing Editor Internet Retailer

Speaker Peter Blum VP of Product Management Instart Logic

Sponsored by

#IRWebinars

The web has been growing faster than stores.

30% 25% 20% 15% 10% 5% 6% 5% 5% 27% 25% 24% 20%

Annual growth rate 2004-2013, e-commerce versus retail spending*

16% 15% 16% 17%
Growth in ecommerce Growth in non-ecommerce retail
Source: U.S. Commerce Dept., Internet Retailer

0%
-5%

3% 3% 2% 0%

2%

4%

4% 4%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 -3%
Note: All other retail sales excludes auto dealers, gasoline stations and fuel dealers, and restaurants and bars.

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Mobile commerce soars

Mobile devices accounted for 23.1% of online retail sales over four-day Thanksgiving weekend: tablets 15.7%, smartphones 7.4%. Source: IBM Mobile commerce sales grew 80% on Cyber Monday over the same day last year. Source: Adobe
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More PCs gather dust

Percentage of time on retail web sites

45% 11%

44%

Smartphone Tablet PC

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Source: comScore Inc.

More time online

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Mobile sales double in one year

Sales up 101% Unique visitors up 37%

Page views up 56%

Average order value up 12% Conversion rate up 29%
Results for more than 350 retailer clients of mobile technology vendor Unbound Commerce. Smartphone statistics for first quarter of 2014 versus first quarter of 2013.

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Increase Conversions with a Faster Responsive Website, with a New Approach to Website Delivery
Moderator Zak Stambor Managing Editor Internet Retailer

Speaker Peter Blum VP of Product Management Instart Logic

Sponsored by

#IRWebinars

Increase conversions with a faster responsive website with a new approach to website delivery

Agenda
Current approaches to desktop, mobile, and tablet sites Responsive sites function and performance impact Image quality and performance impact on conversions New challenges with modern web delivery A new modern solution for fast responsive websites Demo and customer case studies

Mobile website approaches

Desktop site for all
Dedicated desktop, with an m. site Dedicated desktop, mobile, and tablet sites Responsive websites

Whats a responsive website look like?

Whats the performance look like?

Safari on iPad 4 3G 3.1 MB 94 seconds

Firefox 5Mbps wired 1.7 MB 3.9 seconds

Safari iPhone 5 3G 1.9 MB 38 seconds

Chrome 5Mbps wired 1.7 MB 3.6 seconds

Source: webpagetest.org, Appurify.webpagetest.org

Whats going on?

750 x 422 283KB

750 x 422 283KB

300 x 169 283 KB

Same images (and data) sent to every device Expensive resizing on the client side Solution: Right image for each device

Big, high-resolution images increase user engagement

but mean slower page load times

Frustrates your mobile/tablet users the most

2.99
seconds

14.3
seconds

15.8
seconds

Source: Keynote Source: Keynote Systems, Average response time for retail sites across devices

Poor load times destroy conversions

Conversion rate vs. Load Time
Population (%) Conversion rate (%)

0-1

1-2

2-3

3-4

4-5

5-6

6-7

7-8

8-9

9-10

10-11 11-12 12-13 13-14

14-5

>15

Load Time (seconds) Sources: Walmart, Amazon, GlassesDirect

Problem : Web delivery designed for desktops

CDNs ADCs

LAST MILE 10ms

MIDDLE MILE 100ms

FIRST MILE

BOTTLENECK

Whats changed #1: Wireless Networks and Devices

INTERNET

BOTTLENECK
EDGE

Whats changed #2: Big Complex Sites

2003

2014

Performance vs. Quality

Current responses
Ignoring performance at the expense of user experience Web app developers creating lower quality mobile experiences Automated quality reduction systems from CDNs

Result
Poor user experience, poor conversions, high bounce rates Reducing download size can improve load times But ultimately does not deliver a great user experience

Streaming disrupted downloading

Web Applications
x86 Applications Video
FROM DOWNLOADS FROM DOWNLOADS FROM DOWNLOADS

CDN ADN
TO STREAMING

TO STREAMING TO STREAMING

Instart Logics solution: Web Application Streaming

High Performance plus high quality Leverages dramatic advances in capability of browsers/JavaScript Full CDN replacement, same integration process, transparent to users Works equally well for all devices, as well as desktop
Web Application

Web App Streaming vs CDN / Application Delivery

Web Application

CDN

Web Application

Web Application Streaming Demo

How Traditional Image Delivery Works

1,500 KB of JPG/PNG

2 Mbps

1,500 KB 5.8 Sec

Ready

How Instart Logic Image Streaming Works

1,500 KB of JPG/PNG
Initial: 500 KB Next: 1,000 KB

2 Mbps

500 KB 1.9 Sec

1,000 KB 3.6 Sec

Ready

Image Resize as a Service

/brownie.jpg /brownie.jpg /brownie.jpg?resize=width:300

750 x 422 283KB

750 x 422 283KB

300 x 169 28 KB

Single high quality version on web server Developers can request any size they want Instart Logic will resize images during delivery Get your performance and conversions back

Image Resize on iPhone

Automatic resize for iPhones
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

1,459KB

738KB

A unique client-cloud architecture for streaming apps

Application Virtualization Application Intelligence

Web Application

NanoVisor.JS
Browser API & Resources

Instart Logic Cloud

(30 Global locations)

Web Browser

Application Server

Designed as a full replacement for a CDN No changes required for you or end users

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 CDN Conversion Boost

16.8% overall Up to 27% for tablets Up to 126% for smartphones

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, Instart logics solution was differentiated. We couldnt find anything like it in the market. - Arun Rajan, CTO, One Kings Lane

Switched from CDN Using large immersive images Dramatic performance boost
35% improvement in page load times

Offloaded backend servers

Summary
Responsive websites can help tame the multi-screen world
But performance needs to be a key part of your strategy Images are a big impact on performance

Replace your CDN with Instart Logic

Make your existing web experiences dramatically faster Enables high-resolution images with performance Turn your responsive sites into adaptive sites Improves conversions with no changes for you or your users

Request a free trial of the service on our website

Pioneering Web Application Streaming