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Preparing Your Ecommerce Site for Peak Traffic Success 2 New Realities for Holiday Season Exclusive Cloudflare data 5 BEST PRACTICES: from Cyber Weekend 2019, with best practices for Preparing Your enhancing site performance and security to improve eCommerce Site for profitability in the holiday Peak Traffic Success season and beyond 1-888-99-FLARE | [email protected] | www.cloudflare.com Table of Contents New Realities for Holiday Season Ecommerce ...........................................................................................3 Best Practice #1: Maximize the Customer Experience, Especially for Mobile ......................................... 5 Best Practice #2: Disaster-Proof Your Cyber-Weekend Surge ..................................................................8 Best Practice #3: Deck Your Defenses Against DDoS Attacks ................................................................12 Best Practice #4: Prevent Bot-based Account Takeovers .......................................................................14 Best Practice #5: Secure Your Site, Your Customers, and Your Brand ....................................................16 How Cloudflare Can Help Make Holiday Ecommerce a Breeze ...............................................................18 Footnotes .....................................................................................................................................................19 eBook 5 Best Practices for Preparing Your eCommerce Site for Peak Traffic Success 2 New Realities for Holiday Season Ecommerce For online retailers, Cyber Weekend 2019 delivered plenty of holiday cheer, with record-shattering revenues topping $28.4 billion in the US, and as much as $90 billion worldwide.1 But challenges abound. This Cyber Weekend online retailers faced rising competitive pressures, escalating consumer expectations, and mounting security challenges—all of which should guide their plans for 2020. The Ultimate Sales Bonanza 2019, Chinese ecommerce giant Alibaba Goes Mobile transacted $38 billion in just 24 hours4— eclipsing all the revenues US-based online On the one hand, opportunities are retailers generated from Thanksgiving plentiful—just look at mobile. 2x through Cyber-Monday combined. Peak increase in site traffic during Cyber Weekend 2019 On Thanksgiving, mobile accounted for To fend off these and other rivals, retailers 63% of site traffic on 45% of all sales, must deliver elegant, effortless shopping compared to 24% a year ago.2 And on 12.2% experiences backed by bulletproof cloud, Increase in checkout interactions for Cyber Monday, purchases via smartphone commerce, and logistics capabilities. online retailers within the Cloudflare topped $3 billion for the network, Black Friday 2019 vs. 2018 Cont’d Next >> first time—a staggering 46% increase from 2018.3 5.9% Increase in checkout interactions for A Rapidly-Evolving online retailers within the Cloudflare network, CyberMonday 2019 vs. 2018 Competitive Landscape For all the glad tidings delivered this holiday season, Amazon still accounted for nearly half of all US ecommerce revenues in 2019. In addition, Amazon is no longer alone. In Source: Cloudflare eBook 5 Best Practices for Preparing Your eCommerce Site for Peak Traffic Success 3 The Rising Threat from Cybercrime Unfortunately, retailers aren’t the only ones looking to make out like bandits during the holiday season. Cyber-thieves are out to exploit breached login credentials to hijack customer accounts for illegal shopping sprees. In the US, losses from account takeovers (ATOs) now top $4 billion per year.5 Worldwide, payment fraud could exceed $30 billion in 2020.6 And hackers injecting malicious code into websites to steal credit card information are expected to represent a major threat to the retail sector in the year ahead.7 But fighting back means striking the right balance. With shopping cart abandonment rates already hovering at 70% or higher, retailers must find new ways to harden their defenses without increasing customer friction. Best Practices for a Successful Holiday Season This Cloudflare report outlines strategies To identify these best practices, Cloudflare resulting checkout interactions, as well as By combining our findings with a survey of for overcoming the challenges of preparing measured traffic across ecommerce sites cyberattacks and other threats identified trends research from third-party sources, ecommerce websites for major events, that were identified via HTTP Archive and mitigated within the network during the we were able to bring broader context whether it’s a one-day super sale, or an and supported by the Cloudflare global busiest shopping days of the year. to our analysis. What emerged from this entire holiday season. network from November 29 through We were then able to gain insights into investigation are 5 best practices for Monday, December 2, 2019. Many of the actionable insights featured the factors shown to most negatively maximizing ecommerce success during in this eBook are based on Cloudflare data Using fully-anonymized data from these impact performance, as well as mitigation the 2020 holiday season and beyond. from Black Friday through Cyber Monday referenceable domains via HTTP Archive, strategies that have proven effective for 2019, prevailing industry trends, and we examined daily pageviews and retailers within our network. insights from leading online retailers within the Cloudflare global cloud network. Cloudflare is a leading security, • Network spanning 200+ cities and over 90 countries ABOUT performance, and reliability company on a • Within 100 milliseconds of 99% of the Internet-connected population in the developed mission to help build a better Internet. CLOUDFLARE world Trusted by over 25 million Internet • An average of 50 billion daily cyber threats blocked in Q4, 2019 properties, our integrated cloud platform • 35 Tbps total network capacity helps brands and retailers improve the performance of their web properties, while also safeguarding customer data and eBook transactions.5 Best Practices for Preparing Your eCommerce Site for Peak Traffic Success 4 BEST PRACTICE #1 Maximize the Customer Experience, Especially on Mobile 53% The percentage of visitors who will abandon a mobile site if it takes longer than three seconds to load -DigitalCommerce360.com13 62% According to PwC, 54% of holiday shoppers prefer the convenience of The reduced likelihood consumers will shopping via their smartphones, computers, and even in-home voice purchase from your 8 store after a negative assistants like Alexa over a trip to the store. experience on mobile -Think With Google14 During the 2019 holiday season, mobile accounted for nearly half of all online sales. On Black Friday, as much as 64% of all payment 5x transactions were initiated through a mobile device.9 And by 2021, Average increase 10 in Cyber Weekend as much as 72.9% of all online purchases may be made this way. conversion rates with personalization In short: Mobile has become the primary driver of ecommerce growth. features -Research cited by But fair warning: As more consumers (and retail competitors) embrace Yahoo! Finance12 all things mobile, customer experience (CX) will separate ecommerce winners and also-rans. Here are some steps for making the most of the mobile channel. Cont’d Next >> eBook 5 Best Practices for Preparing Your eCommerce Site for Peak Traffic Success 5 BEST PRACTICE #1 Maximize the Customer Experience, Especially on Mobile, cont’d Less Latency, More Conversions For mobile customers, visual content is key to the shopping experience, just as on the desktop. Crisp product images, 3D renderings, robust product We are looking at better videos, and eye-popping visual commerce features such as VR and AR agility, better response simulations can help stimulate interest and boost purchase confidence. They can also result in a 60% to 70% increase in shopping cart values.11 time in terms of support. But latency can be a deal killer. A number of factors can significantly undercut customer engagement with visual content Better operational capabilities… and commerce features, either through increased latency or other performance issues. Retailers seeking to maximize the benefits of visual content and commerce features should: Our homepage loads faster, Optimize for device types and network connectivity to minimize performance degradation your first view is much faster.” Avoid embedding raw video files like MP4 and MOV files, which slow down load times Karan Tewari Manager, Platform Engineering Leverage content delivery networks with advanced compression and caching capabilities (VIEW CASE STUDY) Cont’d Next >> eBook 5 Best Practices for Preparing Your eCommerce Site for Peak Traffic Success 6 BEST PRACTICE #1 Maximize the Customer Experience, Especially on Mobile, cont’d Balance Dynamic Features with Performance Requirements Optimize for Speed—and SEO Dynamic webpages personalization should also be aware Whether it’s experience while maintaining or improving and AI-enabled of how page performance is impacted. researching search rankings, we recommend that features that present Pages that require extensive JavaScript, new products or retailers: relevant page content or dynamic page assets, can potentially making a mobile • Build responsive sites that ensure and predictive product take longer to load than a comparable purchase via mobile device, instant webpages and images automatically recommendations play page with static images and no gratification is the name of the game. That adjust for screen size an increasingly important role in
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