|By Sven Hammar||
|November 21, 2012 11:29 AM EST||
The National Retail Federation (NRF) predicts that this year’s holiday sales will increase 4.1 percent to $586.1 billion. But here’s a wrinkle in the data that nobody really records: The companies that are making money are those that have fast, responsive websites. Companies with slow websites won’t be cashing in this season.
In fact, a Kissmetrics report on shopping cart abandonment found that 40 percent of people abandon a website that takes more than three seconds to load, and a less forgiving group of almost 50 percent of users expect a website to load in two seconds or less. This is just the latest in a slew of similar studies that have been produced since the dawn of the e-commerce era that concludes website performance has a direct correlation to revenue performance.
So what can you do to ensure your web pages load in two seconds or less? Avoid the following faux pas. These are the most common problems we see that slow e-commerce sites down to the point of depressing sales.
1. Unforeseen traffic spikes. Heavy traffic is one of the most obvious reasons a website slows down, and most IT departments provision for this. But what if IT doesn’t know what’s coming, or when it’s coming? A surge of users to a site for a specific reason that IT doesn’t know about is a big risk that is easily preventable.
Historically, there’s always been delineation between IT and marketing. To help bridge this gap, many organizations have hired a chief web officer (CWO), who oversees an organization’s web presence, including all Internet and intranet traffic. The CWO helps communicate marketing’s website performance needs to the IT department in enough time for them to prepare for any big promotional events.
As soon as marketing suspects that the website might receive heavier-than-normal traffic, IT and marketing should start working together on a schedule that will help avoid any last minute problems. The most important thing marketing should be communicating is how many users they are expecting and how long they expect core page load to take.
While not all situations are the same, don’t despair if your website goes down during a time when you expected to rake in huge online sales. There are a few things you can do to remedy the situation. A common strategy is to throw more bandwidth or more CPU at the site to resolve the issues — but it’ll cost you. Before doing this, organizations should conduct a quick cost-benefit analysis.
A business with an overloaded site will need to decide if the revenue they will bring in from their site staying up will break even with or surpass the amount they put into extra bandwidth or CPU.
2. Inadequate infrastructure and code base measurement and testing. This problem can be avoided during the software development lifecycle by using tools that realistically measure your website’s performance from an external perspective, as well as having benchmarks associated with testing. During the software development lifecycle, the following factors affect your site’s speed:
- Where the infrastructure is located geographically. If you’re selling to the Asian market but planning to host your infrastructure in Amazon East, you’re going to experience latency delays right off the bat.
- Whether to cache or use CDNs. There is a subtle difference between the two, but front-end caching will help you avoid taxing your web servers, something that will cause your website to slow down. Front-end caching allows the cache version of the data to sit right in front of the web server and can be done relatively inexpensively with freeware technology. CDNs will come at a more significant cost, but will ensure localized delivery of content, saving you the latency that networks might provide.
- Image size. If the graphics on your site are not optimized and efficient, the page will take longer to download. You need a way to analyze graphical development throughout your site, find those that are suboptimal, and redeploy them.
- Whether you are using standalone or shared hosting environments. Standalone services allow for improved control and understanding of your environment and performance. A shared environment is like an apartment complex — you don’t know much about your neighbors or how their application/environment could be affecting your performance. While shared environments might be cheaper in the short-term, they could very well cost more over time.
- Whether you are using virtualized instances or traditional servers. Depending on the application requirements, virtualized instances could be more convenient for deployment and backup purposes. However, they could cause performance issues. As a result, evaluate the overhead associated with your application on a virtualized instance versus a non-virtualized environment.
- What type of database you chose. Whether it’s MySQL or Cassandra, SQL vs. NoSQL, we repeatedly see underutilized or misconfigured setups that cause performance significant issues. Additionally, we see organizations make interesting database solution selections that don’t take into consideration real benefits. Often a database is chosen based solely on the available in-house or outsourced expertise rather than the actual needs of the application.
- What type of OS you chose. Costs and technical expertise are the two most common drivers behind operating system architecture and design. But the success of the OS ultimately comes down to optimization. Fine-tuning can be performed according to best practices; however, running a load test against your environment will allow you to truly optimize it.
- If this site will be hosted in your own data center, co-located, or in a cloud hosting environment. Many organizations today begin by hosting their application in the cloud for rapid deployment, short term wins, and proof of concept to investors. As the application grows or the user base increases, organizations often will consider and migrate to their own data center or at least out of the cloud. There are appealing solutions today that allow for applications to continue to scale in an effort to mimic many popular cloud environments. Regardless of the environment, it’s imperative to learn your performance numbers and ensure that you meet or exceed performance metrics as you migrate.
3. Lack of maintenance. Conducting incremental performance tests with each new update or change to your environment might sound like a lot of extra work for your IT department. But, there are several subtle efficiencies you can perform that solve multiple problems. Spriting, for example, combines multiple images or CSS files.
You can continue to tweak your environment by optimizing your code with each update of the site. Implementing cache management will regulate which and how many objects to keep in memory. Regular patch management maintenance can prevent memory leaks within the code base that cause slowness.
Most organizations find that their maintenance works best on a regular schedule, and is performed whether the environment has changed or not. Microsoft, for example, has Patch Tuesday. Every Tuesday is dedicated to making sure their apps are updated with the latest and greatest patches, as well as reviewing the code base to figure out how to best optimize as environments change.
4. Inability to scale. A lot of organizations will develop sites that are not built to scale to the level they need, even though this is such a fundamental component of the software development lifecycle. We talk to a lot of web developers whose strategy is to simply buy more resources — hardware/software, bandwidth, CPU, memory, servers, etc. — than they need, and then assume that the extra will help them handle any heavy traffic that comes down the pike.
A more practical strategy (that will also save you money) is to take the time to develop an adaptive environment that you know can scale. Again, the sure-fire way to avoid this is to test and test often, so that you know every part of the stack can scale. And I mean to test everything — the front and back end web servers, databases, and application servers.
5. Quality measurements. Some IT teams are afraid to shine a light on their own work for fear of exposing errors they might have made during the development process. This is a common internal, political problem for most organizations.
The bottom line is that if the website is slow, revenue is lost, so it needs to be confronted. If an IT team finds errors in its website after it goes live, they are often hesitant to draw attention to it right away, or even at all.
It’s important to say that I don’t believe internal IT teams can’t detect errors or are incapable of fixing them. All I’m saying is that our customers are often relieved to receive help from a third party that will objectively identify errors and are guaranteed to have the time and resources to fix them.
How much of this holiday season’s expected $586 billion will you be generating? Hopefully, a lot. Especially if you take the time now to pay attention to your website’s performance and do what it takes to make sure your customers get the best experience. Yes, the competition for customers will be fierce, but sticking to these five simple tips will keep your website up and running through January.
In his session at Cloud Expo, Robert Cohen, an economist and senior fellow at the Economic Strategy Institute, provideed economic scenarios that describe how the rapid adoption of software-defined everything including cloud services, SDDC and open networking will change GDP, industry growth, productivity and jobs. This session also included a drill down for several industries such as finance, social media, cloud service providers and pharmaceuticals.
Dec. 9, 2016 03:45 PM EST Reads: 554
"Dice has been around for the last 20 years. We have been helping tech professionals find new jobs and career opportunities," explained Manish Dixit, VP of Product and Engineering at Dice, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 9, 2016 03:30 PM EST Reads: 1,223
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Dec. 9, 2016 03:15 PM EST Reads: 973
"ReadyTalk is an audio and web video conferencing provider. We've really come to embrace WebRTC as the platform for our future of technology," explained Dan Cunningham, CTO of ReadyTalk, in this SYS-CON.tv interview at WebRTC Summit at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 9, 2016 03:15 PM EST Reads: 850
Infrastructure is widely available, but who’s managing inbound/outbound traffic? Data is created, stored, and managed online – who is protecting it and how? In his session at 19th Cloud Expo, Jaeson Yoo, SVP of Business Development at Penta Security Systems Inc., discussed how to keep any and all infrastructure clean, safe, and efficient by monitoring and filtering all malicious HTTP/HTTPS traffic at the OSI Layer 7. Stop attacks and web intruders before they can enter your network.
Dec. 9, 2016 03:00 PM EST Reads: 345
@DevOpsSummit taking place June 6-8, 2017 at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @DevOpsSummit at Cloud Expo New York Call for Papers is now open.
Dec. 9, 2016 03:00 PM EST Reads: 2,005
The many IoT deployments around the world are busy integrating smart devices and sensors into their enterprise IT infrastructures. Yet all of this technology – and there are an amazing number of choices – is of no use without the software to gather, communicate, and analyze the new data flows. Without software, there is no IT. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, Dave McCarthy, Director of Products at Bsquare Corporation; Alan Williamson, Principal...
Dec. 9, 2016 02:45 PM EST Reads: 618
Businesses and business units of all sizes can benefit from cloud computing, but many don't want the cost, performance and security concerns of public cloud nor the complexity of building their own private clouds. Today, some cloud vendors are using artificial intelligence (AI) to simplify cloud deployment and management. In his session at 20th Cloud Expo, Ajay Gulati, Co-founder and CEO of ZeroStack, will discuss how AI can simplify cloud operations. He will cover the following topics: why clou...
Dec. 9, 2016 02:45 PM EST Reads: 1,031
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, discussed how VPaaS enables you to move fast, creating scalable video experiences that reach your aud...
Dec. 9, 2016 02:42 PM EST Reads: 169
Cloud Expo, Inc. has announced today that Andi Mann returns to 'DevOps at Cloud Expo 2017' as Conference Chair The @DevOpsSummit at Cloud Expo will take place on June 6-8, 2017, at the Javits Center in New York City, NY. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited to help the great t...
Dec. 9, 2016 02:30 PM EST Reads: 787
"At ROHA we develop an app called Catcha. It was developed after we spent a year meeting with, talking to, interacting with senior citizens watching them use their smartphones and talking to them about how they use their smartphones so we could get to know their smartphone behavior," explained Dave Woods, Chief Innovation Officer at ROHA, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 9, 2016 02:15 PM EST Reads: 809
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
Dec. 9, 2016 02:15 PM EST Reads: 363
WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web communications world. The 6th WebRTC Summit continues our tradition of delivering the latest and greatest presentations within the world of WebRTC. Topics include voice calling, video chat, P2P file sharing, and use cases that have already leveraged the power and convenience of WebRTC.
Dec. 9, 2016 02:15 PM EST Reads: 1,774
"Venafi has a platform that allows you to manage, centralize and automate the complete life cycle of keys and certificates within the organization," explained Gina Osmond, Sr. Field Marketing Manager at Venafi, in this SYS-CON.tv interview at DevOps at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 9, 2016 01:30 PM EST Reads: 1,175
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
Dec. 9, 2016 11:45 AM EST Reads: 7,373
Get deep visibility into the performance of your databases and expert advice for performance optimization and tuning. You can't get application performance without database performance. Give everyone on the team a comprehensive view of how every aspect of the system affects performance across SQL database operations, host server and OS, virtualization resources and storage I/O. Quickly find bottlenecks and troubleshoot complex problems.
Dec. 9, 2016 11:45 AM EST Reads: 2,241
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Dec. 9, 2016 11:45 AM EST Reads: 2,377
"We analyze the video streaming experience. We are gathering the user behavior in real time from the user devices and we analyze how users experience the video streaming," explained Eric Kim, Founder and CEO at Streamlyzer, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 9, 2016 11:45 AM EST Reads: 715
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Dec. 9, 2016 11:30 AM EST Reads: 1,017
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry’s single source for the cloud. Fusion’s advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including clou...
Dec. 9, 2016 11:30 AM EST Reads: 542