eBook - Reducing User Abandonment

Reducing User AbandonmenteBook

Improving Retention With Better Mobile Performance

Introduction Making Mobile Apps Faster

Chapter 1 The Need for Speed is Accelerating

Chapter 2 Expectations for Apps are High

Chapter 3 Millions of Ways for Things to Go Wrong

Chapter 4 The Business Case: App Performance ROI

Chapter 5 Traditional CDNs are Not Enough

Chapter 6 The Scourge of Packet Loss

Chapter 7 The Solution: Mobile Application Acceleration

Chapter 8 About Instart Logic

Table of Contents

© Instart Logic. All rights reserved. 2


Overcoming Network AdversityMobile app users have little patience for spinning wheels, buffering, and other performance problems. Frustrated users abandon applications after just a few seconds — often never to return. For all businesses with a mobile presence, monitoring and management of that experience is crucial.

This eBook Examines

Making Mobile Apps FasterIntroduction

eBook: User Abandonment

How long users are willing to wait

for content

How complexities of mobile ecosystems affect application

performance

How poor performance leads to user abandonment,

loss of revenue and negative reviews

How Mobile Application Acceleration can help improve mobile user

experience


Two seconds used to be fast enough. In 2009, a study by Forrester Research found online shoppers expected pages to load in two seconds or less. At three seconds, many users will abandon a site. This “2-second rule,” was often cited as the standard for web commerce sites.

In 2012, experts in human-computer interaction declared the 2-second rule obsolete: two seconds is too slow. Google engineers revealed people will visit a website less often if it is more than 250 milliseconds slower than a close competitor. Just two years later, studies revealed introducing a mere 500-millisecond network delay increases user frustration by 25%.

The Need for Speed is AcceleratingChapter 1


The old 2-second guideline has long been surpassed on the racetrack of web expectations. Eric Horvitz, Scientist Microsoft Research Labs


Mobile users’ expectations for apps are higher than they are for the web. Increasingly, mobile users are migrating away from web browsers to native applications. Nielsen’s Cross Platform Report in March 2014, revealed 89% of smartphone media consumption was on applications, while 11% was spent on the mobile web1.

If your app isn’t fast enough, users will likely try your competitor’s app. 84% of users will abandon an application if it fails more than twice: 20% of user installed applications are abandoned after a single use2.

A successful application must have 99% uptime and should respond to user requests within 1 second3. However, the complexities of the mobile environment make this standard difficult to meet.

Expectations for Apps are HighChapter 2


89%Time Mobile Users Spent on Apps

11%Time Mobile Users Spent on the Web

1http://penngood.com/wp-content/uploads/2014/03/nielsen-cross-platform-report-march-2014.pdf

2http://venturebeat.com/2013/08/26/700k-of-the-1-2m-apps-available-for-iphone-android-and-windows-are-zombies/

3http://pages.crittercism.com/rs/crittercism/images/crittercism-mobile-benchmarks.pdf


Mobile provides for complexities distinct from the web. In a 2013 white paper, Bernd Harzog of mAPM illustrated the unwieldiness of the mobile ecosystem: 2,582 device manufacturer models, 106 OS versions, and 691 carriers, create over 100 million permutations.

For the mobile app developer, the complexity of this ecosystem means millions of opportunities for things to go wrong.For example:

• A soccer fan sitting in a crowded cafe is trying to watch Champions League highlights, but the video won’t load because the router is overtaxed • A photographer on assignment in a remote area is trying to send large files back to the editing desk, but she’s having trouble getting a strong wireless signal and the images are taking forever to upload • A junior account executive in Boston wants to attend a meeting in New York via video chat, but the chat site’s servers are down and all he can see is a stuttering slide show

Many problems affecting user experience are out of the developer’s control. Some of them, like when a user’s phone battery dies, are destined to stay that way. But others, particularly those pertaining to the delivery of mobile data in challenging conditions, are increasingly surmountable.

Millions of Ways for Things to Go WrongChapter 3


>100M Over 100 million permutations

>650Carriers

>100OS Versions

>2500Devices =XX


The cost of app unresponsiveness is real. Google found a 500-millisecond delay led to a 20% decrease in ad revenue. Amazon reported a 100-millisecond delay — one tenth of a second — led to a 1% decrease in revenue4. These findings dramatically demonstrate how speed impacts the bottom line. Faster applications mean less user abandonment and greater revenue. App speed is a significant factor in how well your app sells your services and represents your brand.

Another danger of app unresponsiveness is damage to your company’s reputation. If an app is slow to load, it is often abandoned or uninstalled by the user, costing you money. This result is particularly painful because, as every business owner knows, acquiring new customers is more expensive than keeping an existing customer. Worse yet, poorly-performing sites sometimes compel users to contribute negative online reviews online, making new user acquisition even more expensive.

The Business Case: App Performance ROIChapter 4


1%

4 http://www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.html?pagewanted=all&_r=0

1/10 DECREASEREVENUE

SECONDSLOWDOWN

=


One of the most popular and effective means of optimizing delivery across the web is using a Content Delivery Network (CDN). Companies like Akamai, Fastly, and CloudFlare employ a system of servers spread out around the world to help customers distribute content from locations close to the user to improve speed. Unfortunately, these traditional CDNs don’t protect against the biggest culprit of slow mobile delivery, the network impairments over the “last mile” to mobile devices. Latency, packet loss, and network throughput frequently inhibit the reliable delivery of content, frustrating users with spinning progress wheels, choppy pixelated video and other performance problems.

Traditional CDNs are Not EnoughChapter 5


Traditional CDNs Poor PerformanceNetwork Impairments

=+

9

When data is sent to a device, it is broken into small “packets” of data that must arrive and be reassembled in an exact order — something that unfortunately rarely happens without a problem called “packet loss.”

Whether you are trying to stream a movie or download a song, even the smallest packet loss dramatically affects the speed and quality of the result. Any packet loss rate causes huge drops in performance. As little as 1% packet loss can make a video unwatchable.

Many things contribute to packet loss. Wireless data relies on 40-year-old technology that wasn’t designed for a mobile world. Interference from buildings and other electronic devices can keep data from arriving on time and in the right order.

Ever wonder why it’s so hard to stream a video in a coffee shop or an airport? On the next page are some examples of packet loss rates by location.

The Scourge of Packet LossChapter 6


1% PACKET LOSS

as little as

© Instart Logic. All rights reserved.


The Scourge of Packet LossChapter 6


• As packet loss increases, performance suffers

• Typical packet loss rates of 1-5% result in massive speed drops (50-90%)

• 3% packet loss results in 78% speed reduction

TCP Performance


To solve problems associated with packet loss we need a new category of service — one that finds missing packets dynamically with no need for retransmission, ensuring all data necessary for any user interaction is there when needed, helping improve network throughput.

Fortunately, Instart Logic has the solution.

The Solution: Mobile App AccelerationChapter 7



The Solution: Mobile App AccelerationChapter 7


To effectively address the challenges of network connectivity on mobile devices, it is critical to focus on being efficient in the bytes you are sending as well as how you are sending them. Our platform breaks these down into two categories: application acceleration capabilities and network optimization capabilities.

Application Acceleration

Most mobile applications send content and API requests inefficiently: more bytes are sent to the device than necessary and the app’s caching policies don’t take wireless network high levels of latency into account. Our machine learning platform can:

• Reduce image bytes by intelligently and dynamically compressing and resizing images.• Reduce API round-trip time by caching API responses on the edge, accelerating dynamic responses back to the origin, and minimizing download size through intelligent compression.

Network Optimization

Packet-loss and unreliable mobile networks can cause even the most efficient mobile applications to suffer. With our network optimization capabilities, applications using our SDK are able to tolerate significant network disruptions without negatively impacting speed.

• Use Dynamic Packet Recovery technology.• Automate network congestion recognition and management to maximize performance of available infrastructure.• Provide real time feedback on app performance across user base.• Simple iOS and Android app integration.

Instart Logic is the only application delivery company providing end-to-end application acceleration for web, hybrid, and native applications.

Mobile apps connect to our cloud through an easy-to-integrate Software Development Kit (SDK). Simply drop our SDK (iOS or Android) into your app and it’s ready to go — no coding required.

Instart Logic’s end-to-end platform combines machine learning for performance and security with a CDN for application delivery. Our platform is designed for DevOps and mobile-first applications.

Using Instart Logic, organizations can provide ultra-fast, visually immersive and secure experiences on any device to maximize revenue, deliver superior customer experience and gain a competitive advantage.

About Instart LogicChapter 8


Instart Logic450 Lambert AvePalo Alto, CA 94306 USA

[email protected] 418 5044

To learn more about Instart Logic, visit www.instartlogic.com

https://www.instartlogic.com/

Date post:	26-Jan-2017
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eBook - Reducing User Abandonment

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