The 3.5s dash for user attention and other things we found in RUM

  • 2,392 views
Uploaded on

The associated blog post is at http://www.lognormal.com/blog/2012/10/03/the-3.5s-dash-for-attention/ …

The associated blog post is at http://www.lognormal.com/blog/2012/10/03/the-3.5s-dash-for-attention/

When searching for something online, people often open multiple results in browser tabs and switch to the one that loads first. It’s a race for the user’s attention, but usually there’s only one medal.

Just as in sport, the web is fiercely competitive and people expect more from it each year. Last year’s winning performance is this year’s new baseline. As a result developers must answer complex questions to stay in the game: How do users perceive the performance of my site? What do they expect and am I meeting their expectations? What new metrics should I be collecting to answer these questions?

In this talk, Buddy and Philip will answer most of these questions, and cover some of the insights gained from studying real user performance data over the last few years. We’ll also cover tools that you can use, both free and commercial, to arm you with the information you need to win Gold.

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,392
On Slideshare
0
From Embeds
0
Number of Embeds
6

Actions

Shares
Downloads
10
Comments
0
Likes
6

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 1
  • 2. The 3.5s dash for attention and other stuff we found in RUM Buddy Brewer, Philip Tellis Velocity EU 2012 / 2012-10-03 Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 2
  • 3. Jean-Antoine Nollet Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 3
  • 4. Mr. Souders Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 4
  • 5. https://github.com/lognormal/boomerang/Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 5
  • 6. Never underestimate the bandwidth of a mail horse Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 6
  • 7. World-wide bandwidth Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 7
  • 8. What do users expect? Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 8
  • 9. Gold or Bronze? Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 9
  • 10. What delighted users a few years ago is now an expected baseline, the absence of which will frustrate. Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 10
  • 11. Should you delight? Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 11
  • 12. Or frustrate? Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 12
  • 13. Delighting changes the baselineVelocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 13
  • 14. Delighting changes the baseline(Frustrating does too, but we don’t want to go there) Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 13
  • 15. So where’s the web today?Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 14
  • 16. Log-Normal Distribution Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 15
  • 17. Log-Normal Distribution The logarithm of the x-axis follows a Normal distribution Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 15
  • 18. Log-Normal Distribution Performance data does not always follow a "pure" Log-Normal distribution Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 16
  • 19. Look at the entire spread ...Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 17
  • 20. Look at the entire spread which often approaches an infinite widthVelocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 17
  • 21. • 0.8% of hits are fake/abusive• 0.2-0.5% of hits are from a stale cache• 0.1% of hits are absurd• Timestamps in the future (or past depending on how you interpret it)• Bots ignore robots.txt across domains• "Interesting" caches/copies Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 18
  • 22. Even with beacons, you need to sanitize your input Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 19
  • 23. Once you get past the cruft, you can really measure users Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 20
  • 24. How does performance impact human behavior?Wednesday, October 3, 12
  • 25. 8 million pages 1.5 million visits 50 different dimensionsWednesday, October 3, 12
  • 26. 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 3, 12
  • 27. 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 3, 12
  • 28. 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 3, 12
  • 29. 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 3, 12
  • 30. is my web site performance toxic to my users?http://www.flickr.com/photos/21560098@N06/3796822070Wednesday, October 3, 12
  • 31. LD50 - when do half the users bounce?http://www.flickr.com/photos/thecosmopolitan/6117530924Wednesday, October 3, 12
  • 32. 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 3, 12
  • 33. 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 3, 12
  • 34. 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 3, 12
  • 35. Countries by Load Time 90.00% 67.50% LD50 DE: ? sec 45.00% US: 5.0 sec 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 3, 12
  • 36. Available Bandwidth GB AU WorldWednesday, October 3, 12
  • 37. 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, when do people make tea?Wednesday, October 3, 12
  • 38. Questions? Buddy Brewer @bbrewer Philip Tellis @bluesmoonWednesday, October 3, 12
  • 39. Credits • Usain Bolt – Sum_of_Mark on flickr • Douglas Mail Carrier – Svadilfari on flickr • Angel Delight – Auntie P on flickr • Frustrated – Kevin Lawver on flickr • Jean-Antoine Nollet – (Public Domain) Wikipedia • 100 metre dash – on NY Times Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 21