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ROI of Internet Performance


Chief Strategy Officer


I am thrilled that I was offered the chance to speak at EnterConf in Belfast, Northern Ireland, allowing me to connect with innovators from around the world who are building the newest and best B2B technologies, and leaders from the enterprises who use them. Top of mind for those on both ends of the spectrum is one question that hits home at the core of the Dyn story: what kind of return do I get on any investment I make in ensuring Internet Performance?

Over the last year or so, I’ve spent countless hours on phone calls and in-person meetings with market analysts, tech influencers, and members of our Customer Advisory Board to determine exactly what our customers and their end users expect, and need, from a company that offers a complete Internet Performance solution. The answer boiled down to five key business value propositions that every web property ultimately uses to measure the success of its site: revenue, availability, security, speed, and cost.

1. Revenue

Increased revenue is one of the most public metrics a company, and especially a web property, uses to gauge its success. Customers look to it as proof that a company is stable, reliable, and trusted by other users. Employees want to know that their salaries are secure for another quarter and that they don’t need to start updating their resumes. Investors can be confident that they’re getting a return on what they put into the company and the market overall can benchmark against revenue success.

Increased revenue is number one on this list because, well, who doesn’t obsess over top line success in business? With that said, every other item in these top five has a direct effect on your revenue metrics.

2. Availability

Then again, how can you expect to make any money off your site if you can’t even be sure it’s up? If a customer has come to your site and found it down, they’d be much less likely to return to your site in the future. I mean, why would someone come to your site for an unreliable experience when they can visit [insert competitor’s name here]’s site instead? Availability is a problem on a volatile global Internet where regional outages across providers are plenty.

Downtime doesn’t just affect web purchases, either. If someone comes to your page looking for store hours or a phone number to see if a product is available in-store and your site doesn’t load, they probably won’t come into your store either. Think about it: if someone walks into the supermarket and during three visits out of five, the store loses power during checkout, do you really think they’d keep coming back?

3. Security

When it comes to ecommerce practices, keeping your data and your customers’ privacy safe is just as important as having a product that solves a problem. Though a leak in your security may not lead to an international crisis, an attack could come with a hefty pricetag.

From BGP hijacks to routing table leaks, the ability to monitor your online presence and be alerted to serious issues immediately can save time, money, and mountains of undue stress. What’s even better than that? When your Internet performance solutions don’t have to alert you, because they’ve already taken care of the problem. Security is critical to any online brand.

4. Speed

Slow is the new downtime. We’ve known for decades that response times of less than 1 second are required to allow a user’s flow of thought to remain uninterrupted, and the more the experience is interrupted, the more frustrated the user will become. Brand loyalty is a great way to build recurring revenue, but a slow site makes it tough to convince customers to come back.

According to a survey we did of 1,400 consumers in 11 countries, 33 percent of consumers are willing to abandon a website and search for their item elsewhere on the Internet if they encounter a slow website, Picture going into your favorite store and finding dozens of half-filled carts abandoned throughout the aisles. Each second of increased latency is another shopper who says “forget it” and each of those shoppers is a few more dollars going to a competitor.

5.▼ Costs

Who can argue with decreased costs? It can be expensive to try and monitor, control, and optimize your online infrastructure using your own team and building your own technology to do it. Infrastructure itself is also very expensive for a scaling Internet business and Dyn tools ensure that each financial capex and opex decision is being made smartly. We have that type of visibility and give that type of return.

This Internet Performance capability will allow your team more time to focus on your core competency, which is building the best product or service for your customers. Additionally, you’re spending a lot of money on your different infrastructure assets. By focusing on your Internet Performance, you can ensure that you’re getting the most value out of each one of these, which should certainly give you some peace of mind.

Kyle York is Dyn’s Chief Strategy Officer and has been a long-time executive, having joined in 2008. Over the years, he has held go-to-market leadership roles in worldwide sales, marketing, and services. In his role as CSO, Kyle focuses on overall corporate strategy, including: positioning and evangelism, new market entry, strategic alliances and partnerships, M&A, and business development. Outside of Dyn, Kyle is an angel investor, entrepreneur, and advisor in several startups. Follow Kyle on Twitter: @kyork20 and @Dyn.

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