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Tying Web Performance Data to Human Behavior

11.12.2012
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  • 1. Tying Web Performance Data to Human Behavior Buddy Brewer @bbrewerWednesday, October 24, 12
  • 2. Buddy Brewer @bbrewer VP Engineering, SOASTA Co-Founder, LogNormal 10 years in web performanceWednesday, October 24, 12
  • 3. How does performance impact human behavior?Wednesday, October 24, 12
  • 4. Why Care About Real User Performance? Slow Web Sites = Frustrated Users http://www.flickr.com/photos/kplawver/1903240219/Wednesday, October 24, 12
  • 5. Why Care About Real User Performance? Frustrated Users = Damage to Your ReputationWednesday, October 24, 12
  • 6. Why Care About Real User Performance? Frustrated Users = Lost Business 70% 59% Bounce RateBounce Rate 48% 36% Load Time 25% 1 2 3 4 5 6 7 8 9 10 Page Load Time (seconds) Wednesday, October 24, 12
  • 7. How can I manage this?Wednesday, October 24, 12
  • 8. You need to measure real users http://www.flickr.com/photos/criminalintent/97181432/Wednesday, October 24, 12
  • 9. The Case For Real User Measurement TL;DR - It’s Better Than Synthetic • Better browser coverage • Better geographic coverage • Better site coverage • Better device coverage • Ability to measure performance impact on human behaviorWednesday, October 24, 12
  • 10. Synthetic Monitoring Marketing Analytics Monitor Requirements RUM = single source of truth Development Testing Design DeploymentWednesday, October 24, 12
  • 11. How Do I Measure Real Users? Free and Commercial Options We provide a few options: Free - Boomerang.js / mPulse Lite Commercial - mPulse (fka LogNormal) There are others...Wednesday, October 24, 12
  • 12. What Should I Measure? Let’s Run an Experiment 8 million pages 1.5 million visits 50 different dimensionsWednesday, October 24, 12
  • 13. very fast sessions had high bounce rates 70.00% 52.50% 35.00% 17.50% 0% 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30Wednesday, October 24, 12
  • 14. bounce rate vs. load time70.00%52.50%35.00%17.50% 0% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29Wednesday, October 24, 12
  • 15. bounce rate vs. DOM interactive 70.00% 52.50% 35.00% 17.50% 0% 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 12.5Wednesday, October 24, 12
  • 16. bounce rate vs. front end time 80.00% 60.00% 40.00% 20.00% 0% 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 29Wednesday, October 24, 12
  • 17. How can I analyze web site toxicity?http://www.flickr.com/photos/21560098@N06/3796822070Wednesday, October 24, 12
  • 18. LD50 - when do half my users bounce?http://www.flickr.com/photos/thecosmopolitan/6117530924Wednesday, October 24, 12
  • 19. Web Site Median Lethal Dose Point Where Bounce Rate Crosses 50% 70% 59% Bounce RateBounce Rate 48% 5.5 seconds 36% Load Time 25% 1 2 3 4 5 6 7 8 9 10 Page Load Time (seconds) Wednesday, October 24, 12
  • 20. Bounce rate >=50% Back end time 1.7 sec DOM Loading 1.8 sec DOM Interactive 2.75 sec Front end time 3.5 sec DOM Complete 4.75 sec Load event 5.5 secWednesday, October 24, 12
  • 21. Browsers by Load Time 70.00% 52.50% 35.00% LD50 IE: 3.6 sec 17.50% Firefox: 5.6 sec Chrome: 6.5 sec 0% 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 FirefoxWednesday, October 24, 12
  • 22. Browsers by DOM Interactive 90.00% 67.50% 45.00% LD50 22.50% IE: 1.8 sec Firefox: 3.1 sec Chrome: 4.4 sec 0% 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 FirefoxWednesday, October 24, 12
  • 23. Countries by Load Time 90.00% LD50 67.50% DE: ? sec US: 5.0 sec 45.00% GB: 11.5 sec CA: 13.5 sec AU: ? sec 22.50% 0% 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 GBWednesday, October 24, 12
  • 24. Available Bandwidth GB AU WorldWednesday, October 24, 12
  • 25. Future directions 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?Wednesday, October 24, 12
  • 26. Buddy Brewer @bbrewer http://www.soasta.com/products/mpulse/ http://github.com/lognormal/boomerangWednesday, October 24, 12