The document discusses the critical importance of website and mobile app performance, emphasizing that loading times significantly influence user engagement and competitive advantage. It notes that loading times should ideally be under 3 seconds for websites and 2 seconds for mobile apps, with a benchmark of 250 milliseconds behind competitors being detrimental. Additionally, the document highlights the role of third-party services in site performance and encourages frequent benchmarking against competitors to maintain a competitive edge.

1. Performance Intelligence
A Competitive Advantage
Aaron Rudger, Keynote
@arudger

2. The Numbers
2© 2015 Keynote LLC
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3. 3
Web pages need to load within 3 seconds*
Mobile Apps need to be launched in 2 seconds**
Really?
*https://blog.kissmetrics.com/loading-time/
**http://www.agilerecord.com/customer-is-mobile/
© 2015 Keynote LLC
Speed

4. Speed
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When is fast, fast enough?
Milliseconds*
*http://www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.html

5. Speed
5© 2015 Keynote LLC
“Two hundred fifty milliseconds, either slower or faster, is
close to the magic number now for competitive advantage on
the Web”
-- Harry Shum, a computer scientist and speed specialist at Microsoft
“People will visit a Web site less often if it is slower than a
close competitor by more than 250 milliseconds”
-- Arvind Jain, a Google engineer who is the company’s resident speed maestro

6. Compare Performance to Competitors
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7. Constantly Improving
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Daily/Weekly
1

8. carbonite.me

9. Constantly Improving
9
 Mobile apps on
average get updated
every 30 days*
 Agile websites sites
are getting updated
daily or weekly
*https://blog.sensortower.com/blog/2014/04/15/25-
top-ios-apps-and-their-version-update-frequencies/
 Do you compare against your competitors today?
 If so how often?
 Once a quarter?
 Twice a year?
 Benchmarking should happen weekly or monthly
 Competitors never standstill
© 2015 Keynote LLC

10. What makes
for a good
comparison?
"Platypus-sketch" by John Gould - Richter, H. C. on Wikipedia
“Grimes Golden crop from brown brothers catalog” on Wikipedia

11. Getting to apples to apples
 Industry
 Market
 Functionality
 Design / Page Construction
11© 2015 Keynote LLC
Apples - Stand out by Flazingo Photos, on Flickr

12. Different by design
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13. 13© 2015 Keynote LLC
Compare the Component Breakdowns

14. Third Party Services
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Content Performance*
*http://apmblog.dynatrace.com/2011/11/08/you-only-control-one-thrid-of-your-page-load-performance/

15. Third Party Services
 More than 30% of site content comes from third party services*
 2/3rds of page load time comes from third party services**
 25% of respondents say third party services is a major
contributor to performance issues***
15© 2015 Keynote LLC
*http://www.stevesouders.com/blog/
**http://apmblog.dynatrace.com/2011/11/08/you-only-control-one-thrid-of-your-page-load-performance/
***Research by Forrester commissioned by Keynote

16. 16
 Do you have 3rd party services on your sites/apps?
 Of course you do
 Do you have SLAs?
© 2015 Keynote LLC
… Be honest
Third Party Services

17. 17
 Do you have 3rd party services on your sites/apps?
 Of course you do
 Do you have SLAs?
 How do you measure them?
 What happens if a 3rd party is causing a performance
issue?
 Do you have alternatives to different 3rd party services?
© 2015 Keynote LLC
… Be honest
Third Party Services

18. Third Party Service Benchmarking
18© 2015 Keynote LLC

19. Summary
 Setting performance targets should not be arbitrary, but
based on appropriate comparisons and might differ in
different global regions
 Learning the architecture of competitors’ sites/apps can
help improve your sites/apps
 Understanding third party services and finding alternatives
can help improve performance and provide a competitive
advantage
19© 2015 Keynote LLC

20. Questions??