eCommerce

Decker's Brands

Customer

Deckers's Brand

Headquarters

Goleta, CA

Industry

eCommerce

Use Case

Performance Budgets.
Combined RUM & Synthetics.
SLA Management.

Decker's Brands Combines the Power of Synthetics and RUM Solutions to make Better Data-Driven Decisions

Deckers Brands is a global leader in designing, marketing, and distributing innovative footwear, apparel, and accessories for everyday casual lifestyles and high-performance activities. The company’s portfolio of brands includes UGG, Teva, and Sanuk, with products sold in more than 50 countries and territories in retail and online stores, including its own websites. Deckers has a 40-year history of building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally.

To deliver a positive digital experience, Deckers has leveraged a combination of Rigor’s synthetic monitoring and SOASTA’s real user monitoring (RUM) solutions. Combined, these solutions equip Deckers to make data-driven decisions.

According to Nichols Smotek, Digital Technology Manager, at Deckers Brands, his team was tasked with assessing their current performance, setting performance goals, and implementing actionable steps to achieve those goals.

How do you use Rigor in conjunction with your RUM solution to achieve your performance goals?

Our goal is to be one of the fastest sites out there. To achieve that goal, however, we needed to first understand how fast we were, how fast we needed to be, and then how to build performance goals and actionable items. We also wanted to understand what the sweet spot was for performance – where we needed to spend our efforts to get the most performance without a diminishing return.

We needed to find a new tool that allowed us to understand the full ecosystem of our customers, what was impacting them, and how our changes in development were impacting our code base. That’s why we choose an approach using both a synthetic and a RUM solution. Because these two monitoring solutions are complementary they give us full visibility into our user experience.

RUM helps us see bottlenecks and predict outcomes of performance changes. Then, once we make changes to our websites we can go back to our predictions and validate them with Rigor.

``...establishing performance budgets for all of our sites has enabled the development team to hold others in the business accountable for performance targets...``

How have these solutions changed your performance strategy?

Since implementing data-driven performance management, Deckers established processes to proactively manage page load speed on its websites. For instance, by establishing performance budgets for all of our sites, including limits to media size and requests per page, the development team has been able to hold others in the business accountable for performance targets.

For instance, we defined a threshold for third-party pixels to load within 500 milliseconds, while limiting redirect chains, to create a service level agreement (SLA) that we could enforce. This allowed us to go through and afterwards clean up a bunch of pixels that weren’t meeting our SLA, and, as a result, we reduced third party pixels from 35 to 25.

These solutions have also helped us ensure that our performance goals are specific, measurable, and achievable in a realistic timeframe. We compare a lot of our Rigor and SOASTA data to understand where we are, where we were last month, what changes made positive impact, what changes made negative impact, and then what recommendations we have on the platform and sites. Then, we package this up as a nice little report and we give a presentation to the business users.

``... We needed to find a new tool that allowed us to understand the full ecosystem of our customers, what was impacting them, and how our changes in development were impacting our code base. That’s why we choose an approach using both a synthetic and a RUM solution...``

What do you think the impact of this report has been?

When the development team can use data to show the impact on performance we are able to take the mystery out of performance.

It seems like everybody inside the organization largely behaves pretty rationally around the whole thing, so stakeholders became more aware of performance, even sometimes finding a problem before development noticed it.

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