Featuring Ben Rushlo, Dynatrace VP of Synthetic and UEM Services Hear from Ben as he discusses key factors in building and maintain a high performing web site. Ben and his team of performance experts help hundreds of Dynatrace customers each year optimize their sites and he will share some of the common themes and best practices, including: • What is fast enough? • Typical “pain points” for slow performance • Top 10 common performance mistakes • The unique challenges of responsive design

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February 2016
Ask the Expert – Best Practices for
High Performance

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Agenda
• Performance in a Business Context
• What is Fast?
• Key Performance Issues
• Responsive Design Challenges
• Dynatrace Resources
• Q&A

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Who am I?
• Performance geek
• Gamer (PS4 and XBOX – not World of Warcraft)
• VP of Digital Experience Services at Dynatrace
• Not a Graphic Designer
• Am I an Expert?
• 15 years experience at Keynote/Dynatrace
• Worked with thousands of customers
• Actively doing performance consulting
• Always learning…
• Very smart team…

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Performance doesn’t matter until it is the only thing that matters…

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• Drive conversion
• Improve NPS
• Drive engagement
• Increase brand awareness
• Reduce cost of servicing
• Drive clicks
• Provide customer service
Performance Reframed
“Have you ever wondered why the
budget for business analytics is so
much larger than performance?”

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Single Pages
Alerts
Uptime
Transactional Scenarios
Mobile
Performance Optimization
Real User + Synthetic
User Behavior and Performance
Performance in Lifecycle
Performance Evolution
Performance Culture

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Performance and User Behavior

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• I think 3.14159265359 is good…
• At my old job we used to use this metric…
• I think we should use a custom metric…
• I think we should use this ONE metric and tie it to our bonuses…
• If we can’t have a perfect metric we will have no metrics…
• I just want a green light to know things are ok…
What is Fast?

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• There is no perfect metric
• The goal is to align metrics with the customer experience and at the same time automate
the collection of these metrics
• Can’t do manual investigation of every page
• Need a “proxy” for customer experience
• Primary metrics a combination of
• End to End – including browser execution
• First Paint – captures “perception” of page load
• Onload - good proxy for page ready to interact with in most cases
• Variability – 95th percentile
What is Fast? - Metrics

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• Outcome (What?)
• Load Time
• Render Time
• Time to Key Content
• Drivers (Why?)
• Page size, elements
• JS, CSS
• Requests before render
• Slowest application calls
• Third party usage, placement
• Etc.
What is Fast? – Two Types of Metrics

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What is Fast? – Context Matters
Big DataCompetitiveExpertSubjective

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• 4 core areas of page load
• Scored in the context of the Internet “average”
• Combination of Outcomes and Drivers (What & Why)
• Creates a heat map of key issues and provides focus
What is Fast?

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• Millions of data points
across thousands of sites
• Create a big data “map” of
Internet performance
• Benchmark is the “Internet
Average”
• Segmented into 1st page
and 2nd + pages
• Desktop (backbone)
presented here
What is Fast?

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• What is the average Home
Page design?
What is Fast?

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• What about third parties?
• 36% of an average Home
Page elements are outside
of the direct control of the
site (third parties)
• 12 third party domains and
12 third party JS are typical
What is Fast?

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Key Performance Issues

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• Lack of process/culture that is supportive of performance
• Lack of visibility into performance issues
• Lack of performance budget understanding
Key Performance Issues

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• Third parties and lack of visibility/process and control
• Overuse of JS and CSS
• Endless scrolling with delays to initial render
• Serialization of all types
• Missing the basics
• Persistent connections
• Cache control
• Large images sizes
• Etc.
Key Performance Issues

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• Know your third parties
• Analytics
• Personalization, A/B Testing
• Web services
• Social
• Display ads
• Tracking
• Understand the value to the business
• How critical are these to the customer experience and to the business?
• Are they worth a performance hit?
Key Performance Issues – Third Parties

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• Measure, Move Down and Audit
• Measure the performance of each – focus on consistency (less than 100MS each)
• Move down out of render, below site content and ideally after onload
• Audit the number of usage quarterly – are they still needed?
• Special focus on rendering third parties
• Personalization and A/B testing
• Required to be high in the render
• Can have a massive impact on performance (completely outside of the site’s control)
• Use sparingly
• Realize these vendors are not focused on performance
Key Performance Issues – Third Parties

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Responsive Design Challenge

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Responsive design has created a slower mobile web experience for all of us…

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• Solves UI/maintainability problem but
creates a unique performance challenge
• Typically means taking a bloated desktop
site and “making it responsive”
• All the best practices you have ignored on
desktop matter massively on mobile
• Pervasive myth that I only need to
measure “one access” method
Responsive Design

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• Understand the massive variability of 3G/4G/LTE/Tower capacity etc
• Measure all three access methods but focus on “over the air”
• Expand your “view” using Real User (RUM) data
• Get serious about optimization – follow all the best practices you have been ignoring
• Keep an eye on custom font files sizes and usage
• Consider server side detection
• Render quickly (might use inline code)
• Limit third parties and domains
Responsive Design - Plan

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Dynatrace Resources

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• Community/APMU
• Coaching/Training
• Assessments
• Competitive
• Pre Launch
• CDN
• Site
• Fully Managed Services
Dynatrace Resources

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Data Challenge
Lots of data but need to know
what it means
Need to understand how we compare to the
competition
Need to understand root causes of performance
problems
Once I know what it means I need to make it
actionable

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Complex Web and
Mobile Environment

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Managed
Services
(Insights)
Complex
Web/Mobile
Environment
Measurement Management
Daily Email Reports
Daily Triage
Insight Report
Expertise On Demand