User Prioritization: Hurry Up and Wait

Image Representing User Prioritization – Instart Logic

Today Instart Logic is pleased to announce a new suite of predictive optimization features that include User Prioritization and One Time Cache. With a combination of machine based learning and application knowledge we can help organizations predict which pages to serve from cache and which users to allow access to the site improving the overall user experience, helping organizations acquire new customers, protect their brand and increase revenues.

Engaged customers buy 90% more frequently, spend 60% more per transaction, and deliver 3x the value. It’s no mystery that keeping your customers happy yields big benefits. Today, a spike in web traffic leads to a poor quality of experience including slow web performance and site abandonment. Imagine your customers having slow wait times on your website during Black Friday and receiving this error.  

User Error Message Example

This could be an abysmal failure if not handled correctly.

Instart Logic’s User Prioritization solution allows customers to manage conditions when their origin infrastructure becomes overloaded with requests that can’t be offloaded to our service. There are certain times of year that are known to cause spikes in traffic for e-commerce sites such as Mother’s Day, Valentine’s Day, Black Friday, and Cyber Monday what isn’t known is just how much traffic spike. Traffic surges can also occur at unexpected moments for sites based on breaking news. The challenge with anticipated or unanticipated traffic spikes is the temporary nature of them; scaling out infrastructure for a temporary event is not cost effective.

Today without user prioritization, a spike in end user traffic can result in a poor quality of experience including slow responses and response timeouts. User prioritization allows our customers the ability to maintain a good quality of service for all users by predicting which users have a higher likelihood of completing a purchase or returning for future visits. With this knowledge a subset of users are allowed access to a website or web application while others are queued for entry. Organizations can deliver messages, games and other content to those queued for entry, to lessen the frustration of having to wait.

During a traffic spike the customer would be able to control how many or which end users are allowed to reach the origin infrastructure those not allowed in would be redirected to a static waiting room page. The waiting page can contain custom information such as information letting the users know why they need to wait, a game, or perhaps discount codes on future purchases.

Determining which users are allowed in and which need to wait are different for each company. Below are just a few ways the feature can be configured:

  • A fixed percentage of users are allowed to access the site, the remainder are queued until space is available.

  • Customers with a cookie indicating they have items in their shopping cart are given priority over customers with empty shopping carts.

  • Customers that have been waiting the longest get a higher priority.

  • Customers identified as premium customers receive priority.

When customers have multiple choices available maintaining a consistent and positive user experience is critical. Every year there are reports of site outages due to traffic spikes. In 2014 it was HP and Best Buy on Black Friday, and in 2013 the site was plagued with issues. Don’t be the next major news story, protect your brand & generate more revenue by managing your traffic spikes today with user prioritization.