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Tying Web Performance
                Data to Human Behavior
                            Buddy Brewer
                             @bbrewer




Wednesday, October 24, 12
Buddy Brewer
       @bbrewer
       VP Engineering, SOASTA
       Co-Founder, LogNormal
       10 years in web performance




Wednesday, October 24, 12
How does performance
                impact human behavior?


Wednesday, October 24, 12
Why Care About Real User Performance?
    Slow Web Sites = Frustrated Users




                                        http://www.flickr.com/photos/kplawver/1903240219/
Wednesday, October 24, 12
Why Care About Real User Performance?
     Frustrated Users = Damage to Your Reputation




Wednesday, October 24, 12
Why Care About Real User Performance?
              Frustrated Users = Lost Business
              70%




              59%
                        Bounce Rate
Bounce Rate




              48%




              36%


                                              Load Time



              25%
                    1                 2   3     4           5                 6      7   8   9   10
                                                          Page Load Time (seconds)

      Wednesday, October 24, 12
How can I manage this?




Wednesday, October 24, 12
You need to measure real users
                             http://www.flickr.com/photos/criminalintent/97181432/
Wednesday, October 24, 12
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 behavior


Wednesday, October 24, 12
Synthetic Monitoring                   Marketing Analytics


                              Monitor
          Requirements




                                     RUM = single
                                    source of truth

                            Development
                              Testing
             Design
                            Deployment




Wednesday, October 24, 12
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
What Should I Measure?
        Let’s Run an Experiment



                       8 million pages

                       1.5 million visits

                       50 different dimensions


Wednesday, October 24, 12
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   30


Wednesday, October 24, 12
bounce rate vs. load time
70.00%




52.50%




35.00%




17.50%




    0%
         1         3        5   7    9   11   13   15   17   19   21   23   25   27   29

Wednesday, October 24, 12
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   12.5


Wednesday, October 24, 12
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   29

Wednesday, October 24, 12
How can I analyze web site toxicity?

http://www.flickr.com/photos/21560098@N06/3796822070
Wednesday, October 24, 12
LD50 - when do half my users bounce?




http://www.flickr.com/photos/thecosmopolitan/6117530924
Wednesday, October 24, 12
Web Site Median Lethal Dose
                    Point Where Bounce Rate Crosses 50%
              70%




              59%
                        Bounce Rate
Bounce 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
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 sec

Wednesday, October 24, 12
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               Firefox


Wednesday, October 24, 12
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                        Firefox




Wednesday, October 24, 12
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          GB




Wednesday, October 24, 12
Available Bandwidth

                            GB          AU             World




Wednesday, October 24, 12
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
Buddy Brewer @bbrewer



                            http://www.soasta.com/products/mpulse/

                            http://github.com/lognormal/boomerang




Wednesday, October 24, 12

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Tying web performance data to human behavior

  • 1. Tying Web Performance Data to Human Behavior Buddy Brewer @bbrewer Wednesday, October 24, 12
  • 2. Buddy Brewer @bbrewer VP Engineering, SOASTA Co-Founder, LogNormal 10 years in web performance Wednesday, 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 Reputation Wednesday, October 24, 12
  • 6. Why Care About Real User Performance? Frustrated Users = Lost Business 70% 59% Bounce Rate Bounce 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 behavior Wednesday, October 24, 12
  • 10. Synthetic Monitoring Marketing Analytics Monitor Requirements RUM = single source of truth Development Testing Design Deployment Wednesday, 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 dimensions Wednesday, 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 30 Wednesday, October 24, 12
  • 14. bounce rate vs. load time 70.00% 52.50% 35.00% 17.50% 0% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 Wednesday, 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 12.5 Wednesday, 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 29 Wednesday, October 24, 12
  • 17. How can I analyze web site toxicity? http://www.flickr.com/photos/21560098@N06/3796822070 Wednesday, October 24, 12
  • 18. LD50 - when do half my users bounce? http://www.flickr.com/photos/thecosmopolitan/6117530924 Wednesday, October 24, 12
  • 19. Web Site Median Lethal Dose Point Where Bounce Rate Crosses 50% 70% 59% Bounce Rate Bounce 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 sec Wednesday, 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 Firefox Wednesday, 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 Firefox Wednesday, 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 GB Wednesday, October 24, 12
  • 24. Available Bandwidth GB AU World Wednesday, 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/boomerang Wednesday, October 24, 12