GoDaddy at Velocity 2016 New York

Copyright© 2016 GoDaddy Inc. · 14455 N. Hayden Road Scottsdale, Arizona 85260 (480) 505-8800 · All Rights Reserved.
How GoDaddy radically improved
web performance and increased
customer engagement
Jim Pierson
Velocity NY - Sept 22, 2016

CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED.
2Copyright© 2016 GoDaddy Inc. · 14455 N. Hayden Road Scottsdale, Arizona 85260 (480) 505-8800 · All Rights Reserved.
The Money slide
• On June 4th, 2015, GoDaddy deployed its
fastest India home page.
• The next day, user purchases shot up
several percentage points. Soon after, we
rolled out the solution to all of our sales sites.

Agenda
• How GoDaddy matured as a Performance organization
• The Tools and Best Practices that worked
• How Big Data collection and Dashboards changed the game
• Anomaly detection in Production and Testing, it’s a math problem.
• The need to Join forces

Performance Engineering
Maturity Level 1 - Novice
Proactive
Reactive
• Initial :
• Firefighting, chasing
• Blind, apathy, lacking TRUST
• Hands-On learning of the tools
• Eventual:
• Investigative approach
• Trench coat vs Lab coat
• Look at every angle
• Tool Proficiency
• Patterns evolve into Best Practices
• Exit:
• Measure Everything -> RUM, APM
• Relapse:
- too many new toys

Top Fixes – Deferring JS
• Defer JavaScript:
• UXCORE
• Tag Mangers
• LIVE CHAT

Top Fixes – Deferring JS

Top Fixes – File size optimization
• File size reduction:
• Combine JS/CSS
• Minify JS/CSS
• Compress everything!
• Review/optimize:
• Images
• Fonts
• CSS
• JS

Top Fixes – Head Flushing
• HEAD flushing
(chunking)
• Fetch CSS
immediately!

Ugly
Not so good PLT
• Onload: 5s in Phx, 13s in HK
• VisComplete: 4.8s in Phx, 6.3s in HK
• 13s in Hong Kong
• 133 items
• Nothing deferred
• No CDN Domain
http://wpt.intranet.gdg/result/160712_W4_256/1/details/
....

Nice!
A good site PLT
• Onload: 1.6 seconds in Phx, 1.7 in HK
• VisComplete: 2.5s in Phx, 3.8s in HK
• 14 items b4 onload
• Faster Server Response Time – Head Flushing
• JS Deferred
• Tags Deferred
• Initial images limited
• Minimized css, Fonts
• Oops, one css after Onload, reflow
http://wpt.intranet.gdg/result/160712_4Q_255/1/details/ (Phx)
http://www.webpagetest.org/result/160712_AT_18DC/1/details/ (HK)

Maturity Level 2 – Goal oriented
Proactive
Reactive
• Initial :
• Aspirational goals
• Limited storage, visualization
• Data not JOIN’d and not defined
• Eventual:
• Storing everything
• Everyone is using the dashboard
• Exit:
• Regular Reviews and faster troubleshooting
• Relapse:
• Too lenient on ship goals
• Not watching the changes
Measure
Everything

Real User Monitoring
• Browser based
• Hadoop, Elastic
Search, Kibana (ELK)
• Test in production

RUM Scorecard for Execs

CDN Measurement with RUM – Resource Timing
Cedexis uses a
RUM tag added to
our page to
measure CDN
perf

Application Performance Monitoring
New Relic APM agent
Faces 2 directions:
(transactions, and
external transactions)

Using APM to make comparisons

Keep-Alives
We are reopening TCP
on every transaction
8 RTs x 60ms = 480ms

Maturity Level 3 – Under Control
Proactive
Reactive
• Initial :
• 3 steps forward, 1 step back
• Cant get at the data fast enough (hours)
• Eventual:
• Dynamic threshold math
• Inline anomaly detection for production
• Catching bad perf before production
• Exit:
• Cross-Org communications
• Relapse:
- Alerting complexities
- Improper hand-off of Alerts
Measure
Everything
Automate
Everything

Anomaly detection - Change Index

Change Index - Rank

Real User Monitoring - Alerting

Perf Tests that can stop the Build
• Assert on perf
• Using RUM baseline
• View results in ELK
dashboard

Maturity Level 4 – Best of Breed
Proactive
Reactive
• Initial :
• Everyone is involved, no one owns it
• Super complex
• Putting off for years major architectural
issues
• Eventual:
• Everyone bought into the big event
• and in lock-step
• Exit:
• 3-5 year arc per product group
• Relapse:
- New products
Measure
Everything
Automate
Everything
Communicate
With Everyone

Team work and influences
platform
Design/PO
editing
Mid tier
Backend
Legacy
CDN
• Legacy owner
can make
simple but
quick changes
• Platform needs
lots of
coordination

Pealing back the Onion
• Many teams
• Many priorities
• No clear owner
Cart
Front End
AdsAuth
Backend
API
CDN

Maturity Levels - Recap
L4) Joining Forces, Driving Architecture refactoring
Measure
Everything
Communicate
With Everyone
Proactive
Reactive
Automate
Everything
L2) Low hanging fruit, Best Practices,
setting goals, basic monitoring
L1) Firefighting, following the trail, discovery
L3) Anomaly detection - Operational Alarms
Controlling regression with CICD

Q & A

GoDaddy at Velocity 2016 New York

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