Tying web performance data to human behavior

Tying Web Performance Data to Human Behavior

Buddy Brewer@bbrewer

Wednesday, October 24, 12

Buddy Brewer@bbrewerVP Engineering, SOASTACo-Founder, LogNormal10 years in web performance


How does performance impact human behavior?


Why Care About Real User Performance?Slow Web Sites = Frustrated Users

http://www.flickr.com/photos/kplawver/1903240219/Wednesday, October 24, 12

http://www.flickr.com/photos/kplawver/1903240219/

http://www.flickr.com/photos/kplawver/1903240219/

Why Care About Real User Performance?Frustrated Users = Damage to Your Reputation


25%

36%

48%

59%

70%

1 2 3 4 5 6 7 8 9 10

Boun

ce R

ate

Page Load Time (seconds)

Why Care About Real User Performance?Frustrated Users = Lost Business

Boun

ce R

ate

Load Time


How can I manage this?


You need to measure real usershttp://www.flickr.com/photos/criminalintent/97181432/


http://www.flickr.com/photos/criminalintent/97181432/

http://www.flickr.com/photos/criminalintent/97181432/

• Better browser coverage

• Better geographic coverage

• Better site coverage

• Better device coverage

• Ability to measure performance impact on human behavior

The Case For Real User MeasurementTL;DR - It’s Better Than Synthetic


Requirements

Design Development

Testing Deployment

Monitor

RUM = single source of truth

Synthetic Monitoring Marketing Analytics


How Do I Measure Real Users?Free and Commercial Options

Free - Boomerang.js / mPulse LiteCommercial - mPulse (fka LogNormal)

There are others...

We provide a few options:


8 million pages

1.5 million visits

50 different dimensions

What Should I Measure?Let’s Run an Experiment


0%

17.50%

35.00%

52.50%

70.00%

0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30

very fast sessions had high bounce rates


0%

17.50%

35.00%

52.50%

70.00%

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

bounce rate vs. load time


0%

17.50%

35.00%

52.50%

70.00%

1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 6.5 7 7.5 8 8.5 9 9.5 10 10.5 11 11.5 12 12.5

bounce rate vs. DOM interactive


0%

20.00%

40.00%

60.00%

80.00%

0.5 2 3.5 5 6.5 8 9.5 11 12.5 14 15.5 17 18.5 20 21.5 23 24.5 26 27.5 29

bounce rate vs. front end time


http://www.flickr.com/photos/21560098@N06/3796822070

How can I analyze web site toxicity?




http://www.flickr.com/photos/thecosmopolitan/6117530924

LD50 - when do half my users bounce?




25%

36%

48%

59%

70%

1 2 3 4 5 6 7 8 9 10

Boun

ce R

ate

Page Load Time (seconds)

Web Site Median Lethal DosePoint Where Bounce Rate Crosses 50%

Boun

ce R

ate

Load Time

5.5 seconds


Back end time

DOM Loading

DOM Interactive

Front end time

DOM Complete

Load event

1.7 sec

1.8 sec

2.75 sec

3.5 sec

4.75 sec

5.5 sec

Bounce rate >=50%


0%

17.50%

35.00%

52.50%

70.00%

1 1.4 1.8 2.2 2.6 3 3.4 3.8 4.2 4.6 5 5.4 5.8 6.2 6.6 7 7.4 7.8 8.2 8.6 9 9.4 9.8 10.2 10.6 11 11.4 11.8 12.2 12.6 13 13.4 13.8 14.2 14.6 15

IE Chrome Firefox

Browsers by Load Time

LD50

IE: 3.6 secFirefox: 5.6 secChrome: 6.5 sec


Browsers by DOM Interactive

0%

22.50%

45.00%

67.50%

90.00%

0.5 0.7 0.9 1.1 1.3 1.5 1.7 1.9 2.1 2.3 2.5 2.7 2.9 3.1 3.3 3.5 3.7 3.9 4.1 4.3 4.5 4.7 4.9 5.1 5.3 5.5 5.7 5.9 6.1 6.3 6.5 6.7 6.9 7.1 7.3 7.5 7.7 7.9 8.1 8.3 8.5 8.7 8.9 9.1 9.3 9.5 9.7 9.9

IE Chrome Firefox

LD50

IE: 1.8 secFirefox: 3.1 secChrome: 4.4 sec


0%

22.50%

45.00%

67.50%

90.00%

1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 6.5 7 7.5 8 8.5 9 9.5 10 10.5 11 11.5 12 12.5 13 13.5 14 14.5 15

US CA DE AU GB

Countries by Load Time

LD50

DE: ? secUS: 5.0 secGB: 11.5 secCA: 13.5 secAU: ? sec


AUGB World

Available Bandwidth


What is the LD50 for your site?

Other bounce rates? 40%? 30%?

Other variables? (critical content visible, etc)

Other behaviors? Conversions, revenue, pages per session, actions?

Future directions


Buddy Brewer @bbrewer

http://www.soasta.com/products/mpulse/

http://github.com/lognormal/boomerang






Technology

Tying web performance data to human behavior