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    In 2007, Shopzilla, a leading comparison shopping service, realized that our sites were far too slow for our users and had become difficult to change and more difficult still to support. We were presented with a classic dilemma for an established internet market player: Could we really afford the costs and the risks of re-engineering a site platform responsible for all our revenue Watch a video at http://www.bestechvideos.com/2009/06/28/velocity-09-philip-dixon-shopzilla-s-site-redo-you-get-what-you-measure

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    In 2007, Shopzilla, a leading comparison shopping service, realized that our sites were far too slow for our users and had become difficult to change and more difficult still to support. We were presented with a classic dilemma for an established internet market player: Could we really afford the costs and the risks of re-engineering a site platform responsible for all our revenue Watch a video at http://www.bestechvideos.com/2009/06/28/velocity-09-philip-dixon-shopzilla-s-site-redo-you-get-what-you-measure

    Copyright:

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    10K views23 pages

    Shopzilla's Site Redo - You Get What You Measure

    Uploaded by

    Best Tech Videos
    In 2007, Shopzilla, a leading comparison shopping service, realized that our sites were far too slow for our users and had become difficult to change and more difficult still to support. We were presented with a classic dilemma for an established internet market player: Could we really afford the costs and the risks of re-engineering a site platform responsible for all our revenue Watch a video at http://www.bestechvideos.com/2009/06/28/velocity-09-philip-dixon-shopzilla-s-site-redo-you-get-what-you-measure

    Copyright:

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    of 23

    Shopzilla Site Redesign – We get what we measure

    Phil Dixon, VP Engineering


    Velocity 2009

    June 23rd, 2009 | Velocity 2009


    2

    Shopzilla, Inc. - Online Shopping Network

    100M

 8,000+

    impressions/day
 searches
per
second


    20‐29M

 100M+

    UV’s
per
Month
 Products


    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

    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

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    5

    Shopzilla Site Technology Overview

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    6

    Anatomy of a Page Request

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    7

    digitalcameras.bizrate.com – Server Side


    0 25 50 75 100 125 150 175 200 225 250
    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

    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

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    9

    Most Performance Gains in the Browser

    Images to non-cookie domain resulted in


    Server Response Time

    0.5%
    Rest oftop line revenue increase!
    the Page Banners; 19%

    Other; 51%
    Images; 30%

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    10

    Can you spot our release dates?

    shopzilla.com
    10/13/08

    bizrate.com
    10/17/08

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    11

    Gratuitous Graph Slide

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    12

    Yeah, yeah… but did we make money?

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    13

    Site conversion rates increased 7-12%

    Revenue = sessions x conversion % x CPC

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    14

    Performance Impacts Abandonment


    Sessions to Google Clicks Ratio
    100,00%

    98,00%

    96,00%

    94,00%

    92,00%

    90,00% Bizrate
    Shopzilla
    88,00%

    86,00%

    84,00%

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    15

    Performance Penalties & bizrate.co.uk

    ~120% SEM
    Sessions

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    16

    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

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    17

    Is Performance Worth The Expense?

    YES!

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    18

    Key Decision: Refactor or Rebuild

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    19

    Simplicity, Speed and Quality


    are design decisions

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    20

    Performance Gain Can Be Unexpected

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    21

    We Get What We Measure

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    22

    Lots More To Come

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    Thank You!

    Blog: tech.shopzilla.com
    Email: velocity@shopzilla.com
    Jobs: jobs.shopzilla.com

    Phil Dixon – VP, Engineering | Velocity 2009 | June 23rd, 2009


    June 23rd, 2009 | Velocity 2009

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