You’ve got Hybris up and running – now it’s time to think about performance. What metrics should you use for your Hybris eCommerce platform to understand if it’s doing its job in creating a contextual customer experience? It’s time to take a look at the different factors that come into play in optimising your eCommerce business…
Consider Return on Investment (ROI)
The page load time is slow? You have a problem. Most shoppers want to browse before they buy, using search and filter functions to narrow the choice down. A slow page load time not only causes frustration but may lead visitors to simply shop elsewhere, and will have a negative impact on SEO. We’d suggest that anything over one second should be considered as a sub-optimal page load time.
If the ultimate metric is the bottom line, you could start by taking a look at this article on how SAP Hybris Commerce Cloud increases ROI to help crunch the numbers.
Use the right tools
To measure performance, you’ll need to make sure that Hybris is fully integrated with an analytics tool and other monitoring and measurement tools. You’re seeking to create as much data and visibility as possible. One crucial point to keep front of mind: don’t just look at the data – the idea is to convert data into action to improve the UX for your customers. You may wish to look at using SAP Customer Attribution to evaluate multi-touch marketing.
Start small, scale up
If SAP’s mission is “to deliver contextual, consistent and relevant experiences regardless of channel or device throughout the customer journey,” the realisation may have dawned on you that this isn’t going to happen without a little effort on your part. Just because you’ve got Hybris running smoothly, you shouldn’t assume that the desired outcomes will automatically follow.
The task of measurement can seem overwhelming – but it needn’t be. Greg Kihlstrom’s useful Forbes article points out that, while measuring customer experience needs to consider all of your touch points, if you’re just getting started, it makes sense to focus on a high-value area or customer segment to begin with.
By being strictly focused, you can use insights to hone in on a product, service line or segment that can deliver a high amount of profit, then focus on improving engagement in a targeted way. There’s plenty of time to scale-up once you’ve got the hang of it.
Follow a formula
You can use the following steps to create a road map for evaluation.
1. Identify your goals
Consider the following objectives:
- Speed and agility
- Scale infrastructure resources
- Achieve a higher level of availability
- Improve customer experience
- Reduce database management
Maybe you have other goals, such as channel shift, too. Attach some SMART criteria – specific, measurable, achievable, relevant and time bound – to each of your goals so that you have KPIs you can keep coming back to.
2. Decide on your methodology
How are you going to address measuring each of your goals? Do you need to create a cross-functional team, or retain an external consultancy? Identify the best tools – and people – for the job. For example, regarding database performance, SAP recommends the involvement of a database administrator (DBA) and advises that: “The SAP Commerce Administration Console provides some basic tools to measure database performance under /monitoring/performance path. You should run these tests against your production database.” One such example is the SQL test, which SAP says should yield below a 0.7ms average execution time.
3. Get your systems joined up
There may be some dev work to do to facilitate measuring Hybris, particularly if you’re introducing new monitoring tools. Dynatrace, for example, claims to optimise every single customer journey and reduce outages by 85%, increasing productivity threefold.
4. Measure and optimise
When you’re ready to, you should aim to look at indicators, performance and outcomes together, to trace what’s working well and identify where adjustments are needed.
- Solve current issues
- Optimise for future needs and traffic
- Diagnose and recommend corrective actions and improvements
- Implement recommendations
This may involve anything from code and database amends, to caching and indexing strategy changes, planning for future growth or optimising your infrastructure.
By gaining a full, holistic view of your sales and services using quantitative measurement and evaluation, you can not only justify your investment but improve customer service and satisfaction and – ultimately – sales. It’s not about creating a one-off ‘pass or fail’ test, but continual inquiry and improvement to deliver an exceptional customer experience.
Now that you’ve taken a look at the issues surrounding setting metrics, why not benchmark your platform with our Commerce Health Check? You’ll be able to see how it’s delivering across four key areas – resilience, security and compliance, performance and user experience.