Shopzilla Site Redesign We get what we measure

Phil Dixon, VP Engineering Velocity 2009

June 23rd, 2009

Velocity 2009

Shopzilla, Inc. - Online Shopping Network

100M impressions/day

8,000+ searches per second

20-29M UVs per Month

100M+ Products

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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

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

Shopzilla Site Technology Overview

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

Anatomy of a Page Request

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

digitalcameras.bizrate.com Server Side

0
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

25

50

75

100

125

150

175

200

225

250

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

SLAs 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

Most Performance Gains in the Browser

Images toResponse Time Server non-cookie domain resulted in

Rest top line 0.5% of the Page revenue increase! Banners, 19%

Other, 51% Images, 30%

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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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

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Gratuitous Graph Slide

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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Yeah, yeah but did we make money?

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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Site conversion rates increased 7-12%

Revenue = sessions x conversion % x CPC

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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Performance Impacts Abandonment

Sessions to Google Clicks Ratio
100.00% 98.00% 96.00% 94.00% 92.00% 90.00% 88.00% 86.00% 84.00% Bizrate

Shopzilla

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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Performance Penalties & bizrate.co.uk

~120% SEM Sessions

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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Performance Summary
Conversion Rate Page Views US SEM Sessions Bizrate.co.uk SEM Sessions +7% - 12% +25% +8% +120%

Infrastructure Required (US) Availability Product Velocity Release Cost

-50% (200 vs 402 nodes) 99.71% 99.94% +225% $1,000s $80

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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Is Performance Worth The Expense?

YES!

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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Key Decision: Refactor or Rebuild

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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Simplicity, Speed and Quality are design decisions

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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Performance Gain Can Be Unexpected

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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We Get What We Measure

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

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Lots More To Come

Phil Dixon VP, Engineering

| Velocity 2009 | June 23rd, 2009

Thank You!
Blog: Email: Jobs: tech.shopzilla.com velocity@shopzilla.com jobs.shopzilla.com

Phil Dixon VP, Engineering

June 23rd, 2009

| Velocity 2009 | June 23rd, 2009

Velocity 2009