Increase Conversions with a Faster Responsive Website - A new approach to website delivery

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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
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The web has been growing faster than stores.
Annual growth rate 2004-2013, e-commerce versus
retail spending
Source U.S. Commerce Dept., Internet Retailer
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
Source comScore Inc.
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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 vendorUnbound 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
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Increase conversions with a faster responsive
website with a new approach to website delivery
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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

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Mobile website approaches

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

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Whats a responsive website look like?
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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
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Whats going on?
750 x 422 283KB
300 x 169 283 KB
750 x 422 283KB

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

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Big, high-resolution images increase user
engagement

• but mean slower page load times

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Frustrates your mobile/tablet users the most

• Source Keynote

Source Keynote Systems, Average response time
for retail sites across devices
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Poor load times destroy conversions
Conversion rate vs. Load Time
Conversion rate ()
Population ()
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
gt15
Load Time (seconds)
Sources Walmart, Amazon, GlassesDirect
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Problem Web delivery designed for desktops
ADCs
CDNs
Last Mile
Middle Mile
First Mile
100ms
10ms
Bottleneck
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Whats changed 1 Wireless Networks and Devices
Internet
Bottleneck
Edge
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Whats changed 2 Big Complex Sites
2003
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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

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Streaming disrupted downloading
Web Applications
x86 Applications
FROM DOWNLOADS
Video
CDN
FROM DOWNLOADS
FROM DOWNLOADS
ADN
TO STREAMING
TO STREAMING
TO STREAMING
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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
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Web App Streaming vs CDN / Application Delivery
Web Application
CDN
Web Application
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Web Application Streaming Demo
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How Traditional Image Delivery Works
1,500 KB of JPG/PNG
2 Mbps
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How Instart Logic Image Streaming Works
1,500 KB of JPG/PNG
Initial 500 KB Next 1,000 KB
2 Mbps
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Image Resize as a Service
/brownie.jpg
/brownie.jpg
/brownie.jpg?resizewidth300
750 x 422 283KB
300 x 169 28 KB
750 x 422 283KB

• 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

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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
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A unique client-cloud architecture for streaming
apps
Application Intelligence
Application Virtualization
Web Application
Instart Logic Cloud
(30 Global locations)
Browser API Resources
Application Server
Web Browser

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

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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

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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

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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

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Pioneering Web Application Streaming