How APM Helped Create a Great Digital Experience

By Guest Author  |  Posted 2016-04-14 Email Print this article Print
 
 
 
 
 
 
 
Website Customer Experiences

Focusing on digital performance and using an application performance management system has enabled Stilnest to make exceptional customer experiences a priority.

3. Identified and fixed slow PHP execution issues.

Using APM, we were able to visualize the various elements involved with PHP execution, including compilation. We discovered that compilation made up a large proportion of each Web request. Armed with this knowledge, we updated to PHP 5.5, which has a built-in caching mechanism. With this fix, PHP compilation time was significantly reduced, as was overall PHP execution.

4. Found and resolved configuration problems that had caused a significant increase in bounce rates.

Previously, we had introduced a seemingly harmless layout change by adding the stock number status to product listings. Using APM, we found that the change had been inefficiently implemented, and we resolved the issue quickly. This improved customer experience, reduced bounce rates and boosted business results.

Digital Performance Means Business Performance

As a result of our best-practices approach to digital performance management (DPM) and the actions outlined above, our conversion rates rose in direct correlation to our Web response times. In fact, our conversion rates doubled as we improved response times.

In addition, we are now proactively using APM to test every planned change before it goes into production to ensure there is no negative impact on customers’ experiences. From a business perspective, we are also working to use the data collected on every transaction to create a business dashboard for our Magento shop, which should help us in the future.

These insights will allow our marketing teams to more fully understand each customer’s journey and—beyond identifying and solving technical problems—let us use the data to further improve our customers’ interactions and overall satisfaction. Focusing on digital performance and using a powerful APM solution has made a big difference to us and our customers. We recommend that other companies consider adopting this strategic approach and see what improvements they can make to their businesses.

Michael Aigner is cofounder and chief operating officer of Stilnest, a brand of Spontaneous Order GmbH, which is based in Berlin. As a publisher of design objects operating on an international level, Stilnest uses and builds on the strengths of 3D printing.

 



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