Shopzilla's Site Redo - You Get What You Measure Presentation
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Transcript of Shopzilla's Site Redo - You Get What You Measure Presentation
![Page 1: Shopzilla's Site Redo - You Get What You Measure Presentation](https://reader036.fdocuments.in/reader036/viewer/2022062614/545a7abaaf79590b088b5b6e/html5/thumbnails/1.jpg)
Shopzilla Site Redesign – We get what we measure
Phil Dixon, VP Engineering
Velocity 2009
June 23rd, 2009 | Velocity 2009
![Page 2: Shopzilla's Site Redo - You Get What You Measure Presentation](https://reader036.fdocuments.in/reader036/viewer/2022062614/545a7abaaf79590b088b5b6e/html5/thumbnails/2.jpg)
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
2
Shopzilla, Inc. - Online Shopping Network
100M impressions/day
20-29M UV’s per Month
8,000+searches per second
100M+Products
![Page 3: Shopzilla's Site Redo - You Get What You Measure Presentation](https://reader036.fdocuments.in/reader036/viewer/2022062614/545a7abaaf79590b088b5b6e/html5/thumbnails/3.jpg)
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
3
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
![Page 4: Shopzilla's Site Redo - You Get What You Measure Presentation](https://reader036.fdocuments.in/reader036/viewer/2022062614/545a7abaaf79590b088b5b6e/html5/thumbnails/4.jpg)
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
4
Our Build Approach
• Start over, stay simple
• Build 2 weeks at a time, deliver every page ASAP
• Manage risk by managing exposure
![Page 5: Shopzilla's Site Redo - You Get What You Measure Presentation](https://reader036.fdocuments.in/reader036/viewer/2022062614/545a7abaaf79590b088b5b6e/html5/thumbnails/5.jpg)
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
5
Shopzilla Site Technology Overview
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
6
Anatomy of a Page Request
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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digitalcameras.bizrate.com – Server Side
SessionizationTaxonomy
KeywordTaxonomy
SEO ContentProduct Search
AttributionUser Content
Category SearchSponsored Links
Search Log 1Product Reviews
User ContentSEO ContentSearch Log 2SEO Content
TaxonomyRelated Searches
Product DetailsRelated Searches
BannerBanner
AttributionBannerBannerBannerBannerBanner
Access Log 1Access Log 2
0 25 50 75 100 125 150 175 200 225 250
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
8
SLA’s – Key to High Performance
• 650ms server side
• 1.5s user experience
• At the 95th percentile
• Under peak loads
• 0% error rate
![Page 9: Shopzilla's Site Redo - You Get What You Measure Presentation](https://reader036.fdocuments.in/reader036/viewer/2022062614/545a7abaaf79590b088b5b6e/html5/thumbnails/9.jpg)
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Banners; 19%
Images; 30%
Other; 51%
Most Performance Gains in the Browser
Server Response Time
Rest of the Page
Images to non-cookie domain resulted in
0.5% top line revenue increase!
![Page 10: Shopzilla's Site Redo - You Get What You Measure Presentation](https://reader036.fdocuments.in/reader036/viewer/2022062614/545a7abaaf79590b088b5b6e/html5/thumbnails/10.jpg)
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
10
Can you spot our release dates?
June 1, 2008 November 30, 2008
7/1/2008 10/1/2008
7/1/2008Released remaining
shopzilla.com pages
11/17/2008bizrate.com full
site launch
11/3/2008bizrate.com launched to
40% of traffic10/13/2008Released 100% traffic
shopzilla.com
shopzilla.com 10/13/08
bizrate.com 10/17/08
![Page 11: Shopzilla's Site Redo - You Get What You Measure Presentation](https://reader036.fdocuments.in/reader036/viewer/2022062614/545a7abaaf79590b088b5b6e/html5/thumbnails/11.jpg)
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
11
Gratuitous Graph Slide
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
12
Yeah, yeah… but did we make money?
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
13
Site conversion rates increased 7-12%
Revenue = sessions x conversion % x CPC
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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9/1/
2008
9/5/
2008
9/9/
2008
9/13
/200
89/
17/2
008
9/21
/200
89/
25/2
008
9/29
/200
810
/3/2
008
10/7
/200
810
/11/
2008
10/1
5/20
0810
/19/
2008
10/2
3/20
0810
/27/
2008
10/3
1/20
0811
/4/2
008
11/8
/200
811
/12/
2008
11/1
6/20
0811
/20/
2008
11/2
4/20
0811
/28/
2008
84.00%
86.00%
88.00%
90.00%
92.00%
94.00%
96.00%
98.00%
100.00%
Sessions to Google Clicks Ratio
Bizrate
Shopzilla
Performance Impacts Abandonment
June 1, 2008 November 30, 2008
7/1/2008 10/1/2008
7/1/2008Released remaining
shopzilla.com pages
11/17/2008bizrate.com full
site launch
11/3/2008bizrate.com launched to
40% of traffic10/13/2008Released 100% traffic
shopzilla.com
![Page 15: Shopzilla's Site Redo - You Get What You Measure Presentation](https://reader036.fdocuments.in/reader036/viewer/2022062614/545a7abaaf79590b088b5b6e/html5/thumbnails/15.jpg)
Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
15
Performance Penalties & bizrate.co.uk
~120% SEMSessions
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Performance Summary
• Conversion Rate +7% - 12%
• Page View’s +25%
• US SEM Sessions +8%
• Bizrate.co.uk SEM Sessions +120%
• Infrastructure Required (US) -50% (200 vs 402 nodes)
• Availability 99.71% 99.94%
• Product Velocity +225%
• Release Cost $1,000’s $80
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
1717
Is Performance Worth The Expense?
YES!
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Key Decision: Refactor or Rebuild
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Simplicity, Speed and Qualityare design decisions
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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Performance Gain Can Be Unexpected
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
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We Get What We Measure
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
22
Lots More To Come
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Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009
Thank You!
Blog: tech.shopzilla.com
Email: [email protected]
Jobs: jobs.shopzilla.com
June 23rd, 2009 | Velocity 2009