Today's User Expectations

User comes to the site.

User navigates through booking wizard

User lands on checkout

Conversion

Today's Reality

Multiple users distributed globally

Recognise this?

few seconds later

....

Page doesn't load

Few seconds more...

Sorry something went wrong!

or

Kaput...

Bounce Rate Increase

To be improved

Speed & latency issues

Bounce Rate must decrease

Conversion Rate must increase

Site available on Mobile, Tablet & PC's

Client <---> Server Technology

Infrastructure

Request / Response

Cons

• complete round-trip required for each request (slow)
• difficult/expensive to serve globally
• html templating involves mixing backend & frontend code
• expensive to scale
• many single point of failures (servers, db's, firewalls needs to be doubled atleast)

Pros

• SEO friendly (as backend serves all content)
• easier to implement

SPA + REST + CDN

SPA

Single Page Application, in a brief once the initial page is loaded subsequent navigations are handled without a full page load.

REST

Representational state transfer (REST) is a way to create, read, update or delete information on a server using simple HTTP calls

CDN

Content distribution network is a large distributed system of servers deployed in multiple data centers across the Internet. The goal of a CDN is to serve content to end-users with high availability and high performance.

Infrastructure

Request / Response

Cons

• SEO friendly via hybrid approach
• Authorisation needs to very secure (as it's exposed to browser)

Pros

• easy html templating (quick introduction of new brands)
• advantage to serve globally via CDN
• inexpensive to scale (client app only)
• load balancing (traffic offload) is easier to handle (this includes client, backend & db's)