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ALL YOU NEED TO KNOW ABOUT SITE SPEED METRICS

ALL YOU NEED TO KNOW ABOUT SITE SPEED METRICS

What is Site speed and why it’s so important: impact on User Experience and sales

Site speed is a key factor for any kind of online business. For instance, with e-commerce websites you can’t overlook web performance in any way. In particular, you need to pay attention to site speed, because it strictly related to the quality of User Experience provided to customers and, consequently, to the volume of sales generated.

When users come to an online shops, they expect a very fast site, high-definition images, user-friendly pages, easy and rapid checkouts and more. Researches about online retail says that 1 of 3 users leaves the website if it takes more than 3 seconds for page loading. A number which affects significantly bran reputation and especially online sales. That’s why you need to measure carefully site speed of any web project, to keep your customers on your site and make them carry out a purchase. But often, analyzing data on web performance might be confusing. That’s why there’s no a unique metric for site speed, but there are many parameters and you need to be aware of each single metric to be capable to optimize your website at best.

site speed

Which are the main site speed metrics and how to use them to increase website performance?

This post has the aim of explaining which are the key site speed metrics and how you can use them to speed up your website.

Page Load time

As we have seen in a previous post, page load time indicates the time needed to download and view the whole content of a web page in the browser window. Page load time has calculated from the beginning, when a user clicks on a link or types a web address, to the end, when the page is fully loaded on the screen. Page load can have different values according to the type of browser used and user’s geographic location. To fix it, you can adopt Content Delivery Network solutions, designed specifically to distribute contents all over the world speeding up your site ad keeping top performance.

Time to First Byte (TTFB)

We have also seen that Time to First Byte (TTFB) is the metric that can be used to measure server speed. It’s calculated by counting the time from when a user requests a site until its browser receive the first web page byte. TTFB is not perceived by users, but it’s so relevant as site speed parameter. When calculating, you need to consider the use of CMS platform (WordPress, Magento or others). In that case TTFB can be easily reduced implementing proper plugins. If you still get poor TTFB, you might need to check the quality of your hosting provider service.

Document Load

Document Load, or Document Complete, refers to a series of “events” viewed by the user. Usually Doc Load indicates when all texts, images and other HTML elements are fully loaded, but it could not include some contents triggered by JavaScript (for instance, animations or forms).

Page Complete

After Document Complete, just some JavaScript files are left to complete the loading. Once they are fully loaded, we get Page CompleteWhen the browser stops to receive information or requests for 2 seconds, that means that the Page is entirely loaded. It is an important value but it can be different from test to test, so it’s better to use it in conjunction with other site speed metrics to get a true picture.

Speed Index

Speed Index estimates the average time needed to load visible parts of a web page in the browser window. It’s the score that your website gets from a collection of speed metrics. Lower the Speed Index score, faster your website is performing. Heavy contents “above the fold” (on top of the page) can give negative Speed index, on the contrary “below the fold” contents are not included in the calculation. Speed Index is very useful to make comparisons, for instance to check if optimizations made are working or to compare your website with competitors. However, it doesn’t show the specific areas which need to be improved, so use it with other site speed metrics to understand better the situation. Speed Index can be improved by optimizing fonts, images (therefore reducing page sizes which we’ll cover shortly) and by lazy-loading images.

Time to Interactive

Time to Interactive (TTI) is the time that it takes for a web page to become interactive. “Interactive” means that all the visible elements are loaded and the page respond immediately to user interaction. TTI is a crucial metric to measure initial user experience. Many websites load quickly but get a few seconds more before you can properly use them. That is a frustrating experience for customers and it often leads them to abandon the site. A great method to improve TTI is to defer unnecessary JavaScript.

Number of Resources

Anytime a user requests a website, it sends a series of HTTP(S) requests for all the files which make up the page. All the HTTP requests together constitute large part of the site speed. You can analyze any request that your website makes (when it loads, request size, how long it takes to complete). It’s a very useful tool because allows you to pinpoint possible issues and solve them rapidly. An effective way to reduce the amount of HTTP requests is to combine CSS and JavaScript files.

Page Size

Page Size refers to the weight (in KB or MB) of all files in the website. If the site includes many heavy files, Page Size might be high and slowdown the website. Image are the major factor of large Page Size. Different solutions can be used to lower it: minimize CSS, HTML and JavaScript files, optimize images and use methods of compression such as gzip. In addition, for website using CMS there are many plugins available to reduce large Page Size.

 

Each site speed metric matters!

When you use a tool to test site speed, be aware of the kind of metric they’re reporting on. Often popular tools get only TTFB, which is very important but it doesn’t provide the overall picture. Thereby you need to be careful of what are you testing and how. Once you get those information, you will be able to proceed with the optimization of your website to make it as faster as possible. Just remember that there’s not only one number you must focus on, but each site speed metric matters. Maybe start from reducing file size and HTTP(S) requests, indirectly lowering some of the key metrics related to site speed. From there you can identify specific issues and improve site speed further.

 
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HOW TO OPTIMIZE TIME TO FIRST BYTE (TTFB)

HOW TO OPTIMIZE TIME TO FIRST BYTE (TTFB)

In the last post we talked about Time To First Byte (TTFB), that is to say the parameter used to measure the web server’s reactivity. In a few words, TTFB is the time between a HTTP client request and the receipt of the first web page byte.

It is a critical dimension for any website because it affects ranking and user experience, so it is very important to make the TTFB value the lowest possible. In today’s article we will talk about that, and we will give you some advices to help optimize your Time To First Byte. In the following lines you will find some tips to speed up web server and get a better TTFB value.

6 ways to improve TTFB:

1. Use a Content Delivery Network
Content Delivery Network (CDN) is a geographically distributed network of servers that allows users to download data from the websites they are visiting using the closest network node. This way the website will be faster both in download and page load and user experience improved. The use of a CDN is not needed for all kinds of websites, therefore is useful to understand if make sense using that service or not.

2. Optimize the application code
The application code is a crucial part in the website’s optimization. Several actions help speeding up the TTFB as regards application code: add a load balancer and cache static and dynamic content, update the software installed on the web server, use a Reverse Proxy Server to accelerate the applications and secure them. In addition, compress data and implement the HTTP/2, as well as monitoring of web server performance and live activities to identify the possible bottlenecks.

3. Optimize the database queries
To optimize database queries first of all you need to create indexes properly and only retrieve the data you really need. Besides, avoid to use functions on the left hand-side of the operator, so you don’t need to read the entire database to answer the query. Avoid also correlated subqueries, because they depend on other queries and slow down the process.

4. Reduce HTTP requests
To reduce HTTP requests you need to check how many requests your website currently makes and remove unnecessary images. Once you made that, you can proceed by reducing the file size of remaining images and analyzing which factors could affect the load speed. Other things you can do to optimize TTFB are make JavaScript asynchronous and combine CSS files together.

5. Ensure a faster server response time
Even here it is important to intervene on CSS and JavaScript files and combine the external ones. In some cases you can use small inline CSS and JavaScript files, putting them in the HTML file itself, so you son’t need external resources and no additional calls would be required for them. It’s also important deferring images, because that helps to save bandwidth and reduce page load time.

6. Use Respond First, Process Later (RFPL) cache
With this cache method the user sees previously cached response at immediately and in the same time, the server still processes the request in the background. This way users are not kept waiting for the response.

Do you want to improve the Time To First Byte? Reserve now a free consulting!

 
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WHAT IS PAGE LOAD TIME AND WHY IT IS IMPORTANT

WHAT IS PAGE LOAD TIME AND WHY IT IS IMPORTANT

In the web era faster means better?

The answer is yes. At least for what is related to our topic. Indeed, today we are talking about page load time: what is it and why is so important that we write an entire post about it?

Page load time indicates the time needed to download and view the whole content of a web page in the browser window. This parameter is also called “page speed” (speed of the page load). Page load time has calculated from the beginning, when you click on a link or type a web address, to the completion, when the page is fully loaded. Is usually measured in seconds and it is formed by two components:

  • Network and Server Time: is based on the internet connection speed and on how rapidly static elements as photos are displayed
  • Browser time: how long does it take to analyze and execute the entire document and make the page available for the interaction with users

The same web page could have different page load times according to the type of browser used (i.g. Safari vs Internet Explorer), the device (i.g. mobile vs desktop) and the geographical location of the user. For instance, if your website uses a datacenter in Italy but you have also customers in America and Asia, they may suffer a slower page load time. Using a Content Delivery Network solutions (CDN) you can deliver your contents all over the world keeping high performance, and the issue is easily solved. In the same way, web pages of the same website could have radically different page load times, due to the developers decision on the contents richness, page structure, functionalities, number of element on the page.

Why page load time is important

Nowadays, especially for the popularity of ecommerce sites and online shopping, a fast page load time is essential for a website. First of all, page load time affects search engine rankings. Google uses a particular algorithm to determine a website positioning, and the page speed is one of the factors analyzed. That means Google guides shoppers to faster web contents.

In addition to ranking, the page load time optimization has a great influence on customer’s satisfaction. The speed at which you can complete the purchase generates clients satisfied for the online experience and a more likely conversion from interest to sales. In addition, a pleasant experience feeds a positive word of mouth, by increasing the popularity of the brand and, indirectly, the potential sales.

In fact, page load time drastically affects also the bounce rate, that is the percentage of website abandonment by users. That means once they have visited your ecommerce, they leave and will never return. To give you a more concrete idea about what we are saying here, let’s see some numbers.

The data tell us that just a second more in the page load time produces a loss of 11% of page views, 16% of customers satisfaction and, the most important number, a loss of 7% in the conversion rate. Besides, more than a half of users (51%) don’t complete the purchase if the website is too slow and 1 in 2 abandon it if it takes more than 3 seconds to be displayed.

Page load time is influenced by many factors. It depends on the infrastructure that hosts the website and on its optimization, bandwidth, web page design, as well as the amount, type and weight of contents on the page. Other elements include the user location, the device and the type of browser used, as mentioned previously. Each factor can be optimized to achieve the best page load time and boost your sales.

Do you want to improve your page load time? Reserve a free consulting with our specialists.

 
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SINGLE VS. MULTI CDN

SINGLE VS. MULTI CDN

Let’s start with the second chapter about multi CDN solution. Today we will see what are the features of a single CDN compared to a multi CDN solution.

Using a multi CDN and different providers, you can set precise criteria to assure your customers the high availability of your website, getting a greater control over your business. Don’t risk to lose data by choosing one provider or another, because CDNs automatically select the best one to give you the better web performance at anytime. Sometimes, managing a multi CDN can bring you complex issues, and is in these cases that a single CDN is a better solution. Let’s see now which situations are.

When using a single or a multi CDN?

A single CDN is advisable for companies that are strong only in certain geographic zones and not big enough to distribute their contents all over the world o, when you are developing a new audience but you cannot invest in additional CDNs and software. Also, if you have an e-commerce site, instead of a media streaming company or a social platform, a single CDN is enough to get high-level performance. You can use a single CDN to start and then scale without paying large fees.

You should choose a Multi CDN when your website traffic comes from all over the world. If you have a global target, there are few opportunities that a single CDN can support all users accesses and all the traffic peaks. For e.g., a media streaming firm absolutely need a multi CDN strategy. You can choose even different providers to avoid any risk of downtime. In any case, is better make a website performance analysis before you decide what kind of solution is better for your business.

The strategy’s choice depends mainly on the type and volume of contents delivered online. Using a multi CDN is very useful if your intentions are to emerge in new markets, maybe not covered by your current provider. You also have to consider your competitors: CDN is an undeniable tool to increase your website speed and overcome competition. Using more than one CDN is an even better solution.

CDNs are perfect to accelerate delivery of media contents, large software images, streaming video and other contents that request a large bandwidth. Many companies choose different CDN providers to maximize coverage and meet several requirements. The undeniable advantage of multiple providers is to benefit of the highest strength and don’t worry about their possible weak points.

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MULTI CDN: WHY USE IT?

MULTI CDN: WHY USE IT?

A short explanation of Multi CDN

CDNs use servers located in different places all around the world, which host our website’s contents (images, video…). By hosting these contents in locations closer to users, CDNs reduce the distance between end users and servers, so digital contents travel much faster. This is why CDNs are a very unique tool able to improve the entire technological structure of a business.

Among benefits of multi CDN there are the reduction of page load time, a safer network, efficiently handled traffic and the maximum availability of websites.

Each provider of CDN has its PoPs (Points of Presence) in different zones of the world. The quality of the user experience depends even on the proximity of these PoPs, so you need a service provider with servers geographically located close to your target. The use of multi CDN is considered a better solution compared to the implementation of a single one, because it removes completely the risk of downtime.

Why use a multi CDN solution?

Internet is not a safe place for enterprises: DDoS attacks, data breaches, spams and frauds are only some of the constantly present online threats. Besides, the market is saturated, and to keep your business competitive you need to deliver high-quality contents as quickly as possible. For companies, especially those that manage huge amounts of traffic, is only a multi CDN solution that can assure the 100% availability of their website. Enterprises as media streaming service providers or social network platforms, as we saw in the last post, cannot simple use a single CDN if they don’t want to compromise their business. Giants like Apple and Netflix regularly use 2, 3 or 4 CDNs.

That is exactly why the adoption of multi CDN solutions daily increased. According to some recent researches, the CDN market will reach 21,6 billion of dollars by 2019 and in 2014 it value was only of 3,71 billions. This means that the need of deliver quick contents, especially video and images, is drastically growing, so firms need to be prepared to respond to consumers expectations in the best way they can.

In the next article we will explain in details the difference between multi and single CDN solutions, stay tuned!

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5 KINDS OF BUSINESS THAT CAN’T LIVE WITHOUT A CDN SOLUTION

5 KINDS OF BUSINESS THAT CAN’T LIVE WITHOUT A CDN SOLUTION

We already talked about Content Delivery Network solutions and we saw which are their main benefits. Today we’ll see in details what are the business fields that cannot do without a system of content distribution as CDN to stay on the market and why.

Companies who cannot afford not to use a CDN solution may be grouped into 5 macro-categories:
1. E-commerce websites
2. Services of online booking
3. Live streaming
4. Online gaming
5. Social network

Why these kinds of business need a CDN solution?

First of all, for these companies is crucial that their website is always available and respond instantaneously to users requests. Another factor that affects the necessity of using a CDN solution is the location of the business target: a society that distribute contents on global scale needs high web performance and quality contents. For instance, big fashion e-commerce sell their products all over the world and must be reachable anywhere, as for all the firms that have global targets or users geographically far from their business location. High-level performance, instant access to contents, quality of global scale delivery: a CDN solution allows you to achieve easily all these results. But now let’s see specifically for what sectors of companies the contents distribution is crucial to maintain their business.

Let’s start with e-commerce websites. Speed is essential for online shops: just a second more in the web pages loading means a sharp drop in sales. Customers expect a page load time less than 4 seconds, and if they are not satisfied about their user experience, they will surely abandon your website to complete their orders with a faster competitor, just a click over there. If your core business is an e-commerce website, you can’t do without a CDN. For example, there are fashion e-commerce that increased their conversion rate of 50 % using a AKAMAI CDN solution to distribute their contents online.

The same argument goes for all the online booking services, as travel portals or airlines websites. Nowadays travelers are used to have everything just a click away and they expect fast accesses to travel opportunities and high security guarantees. A slow website discourages users, who don’t complete their purchases and move to other platforms, probably faster and more engaging. All the companies based on online sales, including booking systems, need a CDN to assure high performance, make their websites quickly achievable and improve web experience.

The number of live streaming applications increased every day, as users that request the access to these kind of contents. Streaming service must deliver multimedia contents of high quality, replicable on any device and situation. To improve the target engagement and loyalty, you need to guarantee an instant access to video contents but especially a vision without interruptions. CDN solutions are the best tool to get these results and give your live streaming business a positive turn.

Gaming is another category that needs a very fast data transmission. Users are impatient of play and download updates, and they don’t want to wait. With a CDN solution you can ensure quick access to contents on global scale, as well as a gaming experience of high level on any device.

And finally, social networks: they are used contemporaneously by millions of people all over the world. A distribution network that connects the user to the closest server changes totally the picture. In addition, workloads are distributed in intelligent way in the network, by avoiding central servers overload and possible downtime.

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BENEFITS OF CDN

BENEFITS OF CDN

How does a CDN work?

Have you ever seen the CDN acronym? Maybe yes, but you did not notice?

If the answer is yes, you are missing an extraordinary way to increase the visibility, performance and user experience of your website!

In the last post we told you the adventurous story of his founder and we have shortly seen how the basic Content Delivery Network system idea was born.

The acronym CDN means Content Delivery Network, and is composed by a network of servers connected via internet, which collaborate to quickly deliver contents to web users.

Contents are replicated on all the CDN machines to maximise performance and respond to requests as fast as possible. When a content is requested to the server, CDN uses the node physically closest to the visitor, in order to drastically reduce the response time and improve performance. In this way the user will always receive optimized contents rapidly.

CDN is particularly useful for website whose contents are distributed all around the world (or when the target is far from the server which host the site) and for websites that have to manage large amounts of traffic. Indeed, CDNs enable to optimize multimedia files size (images, video and audio) and avoid central servers overload.

Why the CDN is useful?

– To get more speed: faster web page loading and less latency

– To deliver a better user experience: users will find an excellent experience on your website, thanks to the better performance

– To rapidly distribute contents globally: greater performance and a high-level UX are crucial factors for website ranking. Faster and more engaging means a higher positioning in the web search engines results

– To increase data security: CDN plays an important role also for security, ensuring a better data protection

– To mitigate DDos attacks: servers are more protected against DDos attacks thanks to a constantly active monitoring system

CDN is able to improve many aspects of your website and, consequently, to increase its online visibility.

What are you waiting for? Request a free consulting on AKAMAI CDN to our experts and grow your business!

 
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A SHORT STORY OF CDN

A SHORT STORY OF CDN

The extraordinary life of Daniel Lewin, founder of Akamai Technologies and father of CDN, victim of the terrorism attack on 11th of September at World Trade Center.

Only at the age of 31, Daniel Lewin lost his life in the terrorism attack to the Twin Towers on 9/11/2001. We are talking about the founder of Akamai Technologies, one of the biggest player on the market about Content Delivery network (CDN).

Today we will tell you the story of Lewin and of how, tragically, his death has contributed indirectly to his company’s success.

It was 1998 when Lewin, together with 4 partners, founded Akamai Technologies, a business which helped a lot in the development of the internet network, becoming one of the most popular firm for Content Delivery Network (CDN) all around the world. The great insight of Lewin and co-workers was to figure out before others that the network needed an optimization system to get the maximum speed and transport capacity in the content delivery. And, through the creation of a sophisticate algorithm able to modelize bit streams in the network, they made it possible. The system developed by Lewin was aimed to optimize data flows and limit the overload of central servers (plus switch and router connected) when, for instance, a web content was required simultaneously by many users in different parts of the world. The system worked thanks to some optimization mechanisms built at the infrastructure network “borders”, which served both as a memory and as traffic regulators. These mechanisms created “copies” of contents, which were distributed at the borders of the network infrastructure and enable to maximise performance.

Lewin’s idea was innovative and could change the tech world, but his algorithm was finding hard to take off and huge expenses for research were putting the company in trouble. But, as an ex-captain of the Israelian Special Forces worthy of his title, he was not a man who would fall apart in the face of adversity and he believed in the power of his technological project. That 11th of September Lewin was on the wrong flight for the right reasons: he was going to Los Angeles in order to meet some potential customers for Akamai Technologies. It was just in that period that Lewin’s algorithm was starting to be defined in a more precise way with the name of Content Delivery Network (CDN).

But Lewin never reached the City of Angels. His ideas did it, and the company he founded got the response it deserved. Indeed, tragically, the attack hardly tested the network capacities but it was a turning point for Akamai Technologies. After that day, millions of users searched for information in internet and several downtimes and failures occurred, caused by peaks of requests that servers can’t totally handle. But the infrastructure survived, and it was also for Lewin and his partners’ studies.

Today Akamai represents one of the greatest company in the CDN market, although is not the only. Content Delivery Networks manage the 90% of internet traffic and allow you to optimize the size of multimedia (as such as images, video and audio). The purpose is to cut down waiting time and reduce overloads. In addition, CDNs are crucial to provide Cloud computing services and for data security and internet service availability. Nowadays, thanks to numerous tests and continuous improvements, the work performed by Lewin’s algorithm became very important for internet network. Companies cannot reproduce the same efficiency in the content delivery and replicate the entire infrastructure would cost too much. We just have to recognize one more time the great contribution of Lewin to technology and development of internet.

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CONTENT DELIVERY NETWORK: WHAT IT IS AND HOW IT WORKS

CONTENT DELIVERY NETWORK: WHAT IT IS AND HOW IT WORKS

The content delivery network (CDN) is a large distributed system of servers deployed in multiple data centers across the Internet. The goal of a content delivery network is to serve content to end-users with high availability and high performance. CDNs serve a large fraction of the Internet content today, including web objects (text, graphics and scripts), downloadable objects (media files, software, documents), applications (e-commerce, portals), live streaming media, on-demand streaming media, and social networks.

In order to understand what a Content delivery network is and why it might be usefull, we must first get a bit more in depth on how the Internet works. Every one of us is able to surf and download contents easily using smartphones, tables and computer, but where exaclty the web pages and their content are, might still be a mistery for most of the end users. The Internet is basically a network of networks. Imagine each of these networks being composed either of servers hosting contents of specific webpages or collecting end user interested in the content of the webpages. The internet allows those two different networks to communicate and exchange information even if they are on different sides of the planet. It makes all this possible through a series of backbone networks and public network cables that are distributed arount the globe allowing Internet operators to reach each others.

A complex layer of protocols, cables and routers regulate where the traffic from a specific source should reach a destination, but even if this might sound incredible by itself, it is often not enough because not all the connections have the same speed and as you can probably imagine the further you are from a specific network, the longer it will take to access to a specific website depending on how fast the connections between your network and the remote one are. If a request for a specific video needs to go thruough 4 different networks to reach the origin of the content, the speed perceived by the end user is the speed of the slowest of the 4 networks, because no matter how fast the other 3 are, the content will still have to go thruough the slowest one before reaching the final destination.

Keeping this example in mind, it is clear that the faster the connections are and the smallest is the number of networks in between the source and the destination of the content, the better and the faster will the end user’s perception be. A content delivery network tries to give a solution to this problem bringing the contect the closer possible to the end user.

content delivery network is a system of distributed servers (networks) that deliver contents (webpages, videos, images, etc…) to end users based on its geographic location. The advantage of adopting this type of technology is to effective speed the delivery of content of websites with high traffic and websites that have global reach. The closer the CDN server is to the user geographically, the faster the content will be delivered to the user. It is of course a kind of technology that is usefully mainly for companies whose target is not only local, but global. Let’s give a better idea of how a CDN works. A content delivery network copies the content of a website to a network of servers that are distributed at geographically different locations, caching the contents of the page.

When a user requests that specific content, the CDN will redirect the request from the originating site’s server to a server in the content delivery network that is closest to the user and deliver the cached content. This process is transparent to the user and gives him the perception of a better response time of the requested webpage. CDNs are used by organizations to accelerate static content, dynamic content, mobile content, ecommerce transactions, video, voice, games and so on.

If you would like to have more information and you think Akamai CDN could be usefull for your business, do not hesitate and contact us! One of our experts will follow you and advice you to find the best solution for your specific case.

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