The Customer Experience Pyramid*1992 KR Sanders, Human Computer Interaction, CarnegieMellon
Online Performance Is Business PerformanceAberdeen Group:Impact of a 1-second delay in response time: 11% decrease in page views 7% decrease in conversions 16% decrease in customer satisfactionTRAC Research: 4.4s = website response time when bus. performance declines $21,000 = average revenue loss from 1hr of downtime $4,100 = average revenue loss from 1hr of slowdown Slowdowns occur 10x more frequently that outages
What does performance mean today? Which are the right performance metrics to focus on?Understanding True User Experience:WHAT DOES SPEED MEAN?The “Network” The “Browser” The “User’s Eyes”To manage User Experience you need allthree!
Network Timings: Fullpage Time – 5.44s Browser Timings– DOM Load .69– Page Load: 1.66s Visual User Perspective Timings– First visual render: 1.29s– Above the fold load time: 2.49sUnderstanding True User Experience:www.amazon.com
Very Big Retail Sites – Case StudyFullpageTimeBrowserPageLoadFirstPaint Abovethe FoldApple 1.26 1.30 1.05 1.34Dell 2.02 1.88 1.12 1.81Walmart 4.06 2.27 1.25 2.70Staples 4.82 3.38 0.89 3.15Amazon 6.78 1.91 1.19 2.79 Sites begin to visually render in around a second Technical metrics and visual experience can be very differentData collected during Dec 2012 using real-browser monitoring collected every 15-min from 5 US cities.
JNY: Performance PracticeA long-term, strategic performance practice iscomprised of a few related components: Uptime monitoring Periodic review and analysis Strong partnership with your platform provider An analyst and performance specialist Load testing to ensure scalability
JNY: Uptime MonitoringAlertSite is also a very good blood pressure monitor:
JNY: Downtime Alerting Phone Alerts enables my team to respondinstantly to downtime events. In the case of slowdowns instead of dark sites,SmartBear’s Alertsite UE monitoring enablesme to see what my customers areexperiencing. I can see instantly if my fixes are working forreal world users.
JNY: Performance Trend AnalysisCompare across large spans of time, monthly,and seasonally.2008 2013Scale: 0-5s Scale: 0-2s
JNY: Performance Trend AnalysisAnd across major changes
Mobile: The New Multi-screen World*Google – The New Multi-screen World - research
Top Retailers: Desktop vs. MobileDesktopFullpageMobileFullpageMobileover theairTarget 3.52 1.02 4.41Sears 5.64 .74 2.55Walmart 2.97 3.53 6.28Best Buy 2.93 1.72 4.76Amazon 4.81 1.41 4.15Data collected during May 2013 using real-browser monitoring
JNY: the mobile channel Our mobile businesshas become the size ofa Large Pie Slice We have an integratedmobile experience Next phase: drivingtraffic to stores andincreasing conversionthrough paymentmethods and UE
Benchmarking: understanding relativeperformanceA standard or point of reference against whichthings may be compared or assessed AlertSite Industry Benchmarks: Retail & others Custom benchmarking studies Look beyond the home page Competitive and historical
JNY: BenchmarkingPeer Benchmarking uses the same tools you use to track yourown performance.
JNY: BenchmarkingYou may do well or badly against your peers.But don’t just look at the raw numbers. There areother variables involved: Platform differences Performance goals vs Marketing goals Budget differences
JNY: Improving – part 1Even if you are doing well, there is always room for Periodic,Incremental, Performance ImprovementsNineWest.com
JNY: Improving – part 2Even if you are doing well, there is always room for Periodic,Incremental, Performance ImprovementsSite ENineWest.com
JNY: Improving – part 3The most gains to be made are in First Byte andFirst PaintTotalResponseTimeFirstByteContent FullpageResponseTimeFirstPaintAboveFoldDOMLoadPageLoadNW 2.11 0.66 1.43 2.82 1.64 2.09 1.43 2.08SITE E 1.95 0.003 1.93 2.67 1.05 1.96 0.86 1.59First Byte delivery time is dependent on the efficiencyof the platform and the code that composes thepage.
ContentViews – Managing Third-Party ContentThird-party content is everywhere!CDNs, syndicated data, ad networks, visitor tracking“I don’t want to be alertedat 3:00 am because anad didn’t load on oursite.”Is there a way for me toreport on how long theads are taking to load onmy pages?”How can I ensure myCDNs are delivering perour SLA without having tofilter through everythingon my report?”I only care about the xxxportion of my website.Other parts belong to thexxx department. Cannotifications be sent justfor this portion?
Third Party – Case Study – Retargeting TagFullpage BrowserPageLoadFirstPaint Abovethe Fold3rd Party 3.10 2.63 2.13 3.66No 3rd Party 2.69 2.12 2.22 3.53 Network and browser shows .4s+ slowdown Negligible affect on Visual User Experience Technical metrics still meaningful because…
JNY: 3rd party content Our 3rd party content is overwhelmingly “tags”. Very hard to manage the myriad tags We aremoving toward a TagMan solution We currently have some 3rd Party content viaAJAX call. We’re pushing them to Akamize it.
Tips: the changes that make a difference Test and monitor the meaningful metrics Make sure you don’t forget about mobile Use benchmarks to help identify trouble spots Manage 3rd party content Practice, practice, practice…
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