02 web performance

Performability, Could they do it?  Complete Web Monitoring @jeroentjepkema #WAC2010

The Internet is getting complex…. "

The End-User:   Everywhere! !

Technology:   Enterprise/Virtualization/Cloud!

Weʼre getting mobile"

The end-user is in control "

Back to the fundamentals:   Quality of Service"

Performance matters! "

Google loses 1% of trafﬁc for every 100 milliseconds of delay "

Impact of additional delay on business metrics !

Shopzilla had another angle" Big, High-trafﬁc site" 16 Month re-engineering"   100M impressions a day!   Page load from 6 seconds to 1.2!   8000 searches a second!   Uptime from 99.65% to 99.97%!   20-29M unique visitors a month!   10% of previous hardware   100M products! needs!

12% increase in revenue," 25% increase in page views for" every 5 seconds of gain"

As of April 9th 2010:! Site speed co-determines " Google page ranking!"

Google Pagerank"

Customer Experience"

Evolving Customer Expectations" 8 seconds 4 seconds 2 or less ? Response Time Source: Forrester Consulting, 2009

Availability and Stability are! KEY ISSUES!!

Performance impacts Customer Loyalty!

Average Impact of 1 second delay in   response time for web users" Source: Aberdeen Group, 2009 24

Impact of Poor Experience" Source: Gartner, 2008!

A/B Performance Testing!

Objective: Inﬂuence visitor engagement" - Visitor engagement 10 ms +

Objective: Inﬂuence visitor engagement" - Visitor engagement 100 ms 10 ms +

Objective: Inﬂuence visitor engagement" - Visitor engagement 1 sec 100 ms 10 ms +

Objective: Inﬂuence visitor engagement" - 10 sec Visitor engagement 1 sec 100 ms 10 ms +

A/B Performance Test Setup" Visitor Strangeloop Website Decide whether to optimize Normal Receive Accelerated content page Insert Process segment scripts Optimize? marker Send analytics Unaccelerated Google Analytics

Technical Problem Outlined - Before" 32

Technical Problem Outlined - Before" HTML (BackEnd) 63 Round Trips (Front End) 1.975sec 9.537sec 769KB 33

Strangeloop Solution - After " Before" After"   Round trips: 63!   Round trips: 8!   Start Render: 1.975 Sec!   Start Render: 1.198 Sec!   Load Time: 9.537 Sec"   Load Time: 3.69 Sec"   Payload : 769 KB!   Payload: 456 KB! 34"

So hereʼs what weʼve discovered…."

Trafﬁc Levels" 18! 9000 8.505! 16! 14! 6750 12! Total number of visits" 4.740! 10! 4500 8! 6! 2250 4! 2! 00! Optimized! Unoptimized!

Bounce rate" 14,60%! 14,40%! 14,35%! Bounce rate" 14,20%! 14,00%! 13,80%! 13,60%! 13,38%! 13,40%! 13,20%! 13,00%! 12,80%! Optimized! Unoptimized! 37

Average Time on Site" 00:36:00! 00:30:10! Time (seconds)" 00:28:48! 00:23:50! 00:21:36! 00:14:24! 00:07:12! 00:00:00! Optimized! Unoptimized! 38

Pages per Visit " 18! 15,64! 16! 14! 12! 11,04! Pages" 10! 8! 6! 4! 2! 0! Optimized! Unoptimized! 39

Conversion rate and order value" 20,00%! 16,07%! Change in shopping cart metric" 15,00%! 10,00%! 5,51%! 5,00%! 0,00%! Conversion rate! Order value! -5,00%! -10,00%! -15,00%! -20,00%! 40

Customers want more and they want it faster "

Time to speed up!"

Compared to the competition!

ABN Amro 1.81 sec Bijenkorf 0.76 sec D-reizen 1.79 sec Alex 3.43 sec Bol.com 1.20 sec Neckermann 0.61 sec ING 0.86 sec Hema 1.19 sec NS 0.86 sec Rabobank 1.42 sec Mediamarkt 2.39 sec Sunweb 0.39 sec SNS Reaal 1.64 sec TomTom 1.46 sec Vliegwinkel 5.04 sec

Retail 2.31 sec Average speed per sector, Finance 3.30 sec Gomez Benchmark 2009 Travel 3.55 sec ABN Amro 1.81 sec Bijenkorf 0.76 sec D-reizen 1.79 sec Alex 3.43 sec Bol.com 1.20 sec Neckermann 0.61 sec ING 0.86 sec Hema 1.19 sec NS 0.86 sec Rabobank 1.42 sec Mediamarkt 2.39 sec Sunweb 0.39 sec SNS Reaal 1.64 sec TomTom 1.46 sec Vliegwinkel 5.04 sec

Performance by region!

The userʼs distance from the content matters"

6.54 sec 4.89 sec 4.07 sec 5.49 sec 6.09 sec 7.19 sec

Forrester research shows that over 40% of consumers will wait no more than 3 seconds for a Web page to load before clicking away to a compeHtor 6.54 sec 4.89 sec 4.07 sec 5.49 sec 6.09 sec 7.19 sec

Mobile site performance!

58% of mobile phone users expect websites to load as quickly, almost as quickly or faster on their mobile phone, compared to the computer they use at home Among adults who accessed the internet with a mobile phone in the past 12 months, Gomez Mobile Web Experience Survey

desktop 1.17 sec Iphone

desktop 1.17 sec 20.19 sec Iphone

desktop 1.17 sec 20.19 sec Iphone http://m.bol.com 5.02 sec

desktop 1.94 sec Iphone

desktop 1.94 sec 15.60 sec Iphone

desktop 1.17 sec 20.19 sec http://m.nu.nl 4.64 sec

Performance differs per browser "

Each browser acts different" Firefox Internet Explorer

Raw page load time"

Raw page load time vs. Perceived Performance"

0.95 sec 1.82 sec 1.00 sec 1.19 sec 2.637 sec 2.59 sec

Availability & performance issues can also be browser specific

Assembly within the browser: it all has to work !

Real User Experience !

Congestion!

Watch out for Peak Trafﬁc!"

Conclusion: Bottlenecks are everywhere!

Bottlenecks are everywhere" How fast is fast enough? Performance by region Mobile Performance Browser Experience 3d Party Performance Real User Experience CongesHon

How to make your website faster?"

Introducing:  Web Performance Management!

How does the performance of   Infrastructure and Application….  Management Tool! Load  Web App DB! balancer! server! server! Internet! Client!

…relate to the customer experience  Management Tool! Load  Web App DB! balancer! server! server! Internet! Client!

Introducing the synthetic user  Management Tool! Active Monitoring! Load  Web App DB! balancer! server! server! DB! Internet! Client!

Active Monitoring  Continous Measurements

Active Monitoring  Continous Check Performance Measurements & Availability

Active Monitoring  Continous Check Performance In case of failure: Measurements & Availability Alerting

Active Monitoring  Continous Check Performance In case of failure: Root Cause Analysis / Measurements & Availability Alerting SLA reporting

Simulate Business Transactions"

Response time and Availability"

Page breakdown"

From where your users are "

But synthetic isnʼt enough"

But synthetic isnʼt enough" Gomez Asia Gomez US Gomez UK

Measure all your users  Client! Client! Management Tool! Active Monitoring! Load  Web App DB! balancer! server! server! DB! Internet! Real User! Monitoring! Client! Client! Client!

Collected data: Active Client" Monitoring!  Client-‐ip, Server-‐ip, Gateway-‐ip Page  Requested URL (Page,Object) request  Cookie/Session-‐id Network Response Time  Referrer Networkresponse time  GET & POST requests  User agents (phone type) Real User! Load  Monitoring! balancer" Server Response Time Web server"  Response?  Server error, web site error, Hit OK  Content of page (i.e order details, App server" funcHonal errors) DB"  Delivered?  Aborted?  Network Hmeout?

Business Impact per user  Satisfaction Reports Business Transaction Funnel Usage Reports: •  Data Browser •  Sales by Country/State

Session Replay  User SessionTracking" Session Replay" Business Service Monitoring (e.g. Order Entry, Buy Stock)!

Root Cause Analysis per user " KPI conﬁguration,   monitoring, & alerting! Server, network, & object performance diagnostics! Error reports & analysis!

Active Monitoring:! Active Monitoring"   Simulate users by scripting pages and/or business transactions!   Continuous measurements from outside the ﬁrewall!   Best used for incident, problem and SLA management.! Real User Monitoring! Real User" Monitoring"   Measures trafﬁc of ALL users, transactions and pages!   Passive solution which gives information about the user experience!   Best used for performance and capacity management!

But, how to become the performance leader?!

5 Web Performance Best Practices "

1: Create Shared Performance Objectives"

Business vs. IT

Business   Invest to aeract more and new customers   Quick Time to market   Conversion rates   Realize Sales targets IT   Quality of Service  Be Cost eﬃcient   Follow procedures   Standardize

…..How to work together?"

Key Business Metrics" AJenKon Engagement Conversion NEW VISITORS GROWTH CONVERSION SEARCHES RATE PAGES TIME TWEETS MENTIONS NUMBER OF VISITS PER VISIT ON SITE x ADS SEEN ORDER LOSS VALUE BOUNCE RATE 112

Key Business Metrics" AJenKon Engagement Conversion NEW VISITORS GROWTH CONVERSION SEARCHES RATE PAGES TIME NUMBER TWEETS MENTIONS OF VISITS PER VISIT ON SITE x ADS SEEN ORDER LOSS VALUE BOUNCE RATE Performance maeers! Web Quality directly impact business metrics 113

Business oriented Key Performance objectives !

Business oriented Key Performance objectives ! System Management Business TransacHons

Business oriented Key Performance objectives ! System Management Business TransacHons System Availability End User Availability

Business oriented Key Performance objectives ! System Management Business TransacHons System Availability End User Availability Build Quality Web Stability

Business oriented Key Performance objectives ! System Management Business TransacHons System Availability End User Availability Build Quality Web Stability Capacity (Peak) Traﬃc

Business oriented Key Performance objectives ! System Management Business TransacHons System Availability End User Availability Build Quality Web Stability Capacity (Peak) Traﬃc Network Page Speed

2: Measure from End User Perspective !

Monitor Key Transactions from where your End-Users are!

Benchmark against the competition!

Measure every detail of your trafﬁc" Customers: Global! Access: Getting Mobile! Technologies: Enterprise/Virtualization/Cloud! 12 4!

3. Plan for Peak Crowds"

1. Compare Actual Results

1. Compare Actual Results 2. With Actual Performance

1. Compare Actual Results 2. With Actual Performance 3. To forecast Capacity & Performance

Peak Traffic: Itʼs a Business KPI! " Capacity forecast, actuals and maximum Max. number of pageviews per hour 1.200.000 1.000.000 800.000 Christmas/EOY Pageviews 600.000 400.000 Traffic Realized Traffic Forecast 200.000 MAX capacity Safety capacity 0 nov-11 Jan-11 apr110 sep-11 jan-10 jul-10 sep-10 dec-10 mrt-10 jun-10 okt-10 aug-10 jul-09 sep-09 dec-09 nov-10 jun-09 okt-09 aug-09 jul-11 Mei-09 mei-11 okt-11 nov-09 feb-10 jun-11 aug-11 apr-11 dec-11 mrt-11 feb-11 mei10

4. Test and Simulate performance"

The performance challenge"

Make sure the view your customers are getting is the view you want them to see!

Measure performance for normal trafﬁc…. "

…. AND Peak Trafﬁc"

Find your ceilings "

Source: John Allspaw, Flickr.com what you have left The End Know what your limits are…"

Plan for the unexpected  Measure performance under normal and peak conditions to ﬁnd all the problems and optimization opportunities 

5. Tying performance to conversion:" Web Performance Analytics!

Is it marketing?"

Or the WEB Experience?"   Why do customers exit?   Oﬀer?   Performance?   FuncHonal errors?   Technical errors?   Design errors?   Business impact?   In aﬀected users?   In missed transacKons?   In €?

Online Success requires a complete picture" IT OperaKons: ? Web AnalyKcs:   System Management   Conversion   CPU, Memory   Pageviews   Quality of Service   Visitors

Online Success requires a complete picture" IT OperaKons: Web AnalyKcs:   System Management   Conversion   CPU, Memory   Pageviews   Quality of Service   Visitors Web Performance AnalyKcs:   Assess impact of performance on user behaviour   Tie customer saHsfacHon to quality of delivery   QuanHfy revenue risked

The Web Performance Challenge:  Balancing Cost vs. Performance   Revenue" Conversion Optimization" Operations" Development"

The Web Performance Challenge:  Balancing Cost vs. Performance   Revenue" Conversion Optimization" Operations" Development" Am I opHmizing for performance AND cost?

The Web Performance Challenge:  Balancing Cost vs. Performance   Revenue" Are these the most cost eﬀecHve improvements? Conversion Optimization" Operations" Development" Am I opHmizing for performance AND cost?

The Web Performance Challenge:  Balancing Cost vs. Performance   Is my performance improvement generaHng conversion? Revenue" Are these the most cost eﬀecHve improvements? Conversion Optimization" Operations" Development" Am I opHmizing for performance AND cost?

Creating the Big Picture:  Break down the Web Application Delivery Chain…! Management Tool! Internet! Load  Web App DB! Client! balancer! server! server!

Creating the Big Picture:  ….and relate Customer Experience….. ! Type of visitors Browser type Application Infrastructure Performance Performance Management Tool! Internet! Load  Web App DB! Client! balancer! server! server!

Creating the Big Picture:  …to revenue risked! Type of visitors Browser type Application Infrastructure Performance Performance Management Tool! Internet! Load  Web App DB! Client! balancer! server! server! Conversion Speed/Availability Functional Technical Quality Quality & Capacity

Make your own business case" Current  daily orders" (! *! Increased" conversions" +! Increased  order value" )! ROI  =! (days)" Cost of performance  enhancement" 151!

Make your own business case" (! )! $10,000! *! 0.1607! +! 0.0551! $2,158! 23.17  =! =! days" $50,000! $50,000! 152!

Actionable reporting:" Monetize your performance " Availability Speed Capacity User Experience SLA IT suppliers Shared KPI’s +/- Conversion

Summary"

1. Create Shared Performance Objectives 2. Measure from End User perspective 3. Plan for Peak Crowds 4. Test and simulate performance 5. Create the BIG picture: Web Performance Analytics

Questions?!

Analytics Usability Performability (What did they do (How did they (Could they do on the site?)! interact with it?)! what they wanted to do?)! VOC Communilytics Competition (What were their (What were they (What are they motivations?)! saying?)! up to?)!

Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl

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02 web performance

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