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Yo ho ho and a few
                billion pageviews of RUM




                          Josh Fraser
                       josh@torbit.com

© 2012 Torbit                              1
Introductions

                Josh Fraser
                Co-founder & CEO of Torbit. Born in Scotland.
                Computer geek. Addicted to speed.

                @joshfraser              josh@torbit.com


                Torbit
                Next generation measurement, analytics and
                optimization. We’re here to make the web faster.

                @torbit                  torbit.com


© 2012 Torbit                                                      2
Performance in 2012

                Performance bottlenecks have moved
                  from the backend to the frontend




© 2012 Torbit                                        3
Problem

 Limitations of synthetic testing (active monitoring)

        Limited visibility

        Expensive

        Strains the systems you are testing

        Limited test locations and browsers

        Backbone connections paint an overly optimistic picture

        Can be easily gamed by CDNs or other providers




© 2012 Torbit                                                     4
Problem




                    Website performance is viewed as a
                technical metric instead of a business metric




© 2012 Torbit                                                   5
A better idea




                              Real User Measurement

                Use JavaScript to measure every visitor on every page
                     and correlate how site performance impacts
                      the business metrics you care about most




© 2012 Torbit                                                           6
A better idea




                    What we’ve learned
                since launching Torbit Insight




© 2012 Torbit                                    7
The golden rule of performance

                                             Backend
                                               7%




                                                       Frontend
                                                         93%
 Using TTFB as the marker between frontend/backend

© 2012 Torbit                                                     8
About our data

                Collected from a sample of 1,000 websites
                      that have installed Torbit Insight


                       Here are a handful of them...




© 2012 Torbit                                               9
About our data


        1,000-site sample of 6.7 billion pageviews
        Collection via the Episodes library from Steve Souders
                http://stevesouders.com/episodes2

        Global audience




© 2012 Torbit                                                    10
More accurate measurement

 Navigation Timing
 Start the clock before the page arrives




© 2012 Torbit                              11
Timing data sources

 Navigation Timing (window.performance)

                                 Cookie
                                  5%


                                                  Inline JS
                                                    44%
                    Nav Timing
                       50%

                                    Google Toolbar
                                         1%

 Supported in Firefox 7, Chrome 6, Internet Explorer 9 and Android 4

© 2012 Torbit                                                          12
Variables that impact speed

      Your visitors               Your website
      Browser                     CDN
      Geography                   # of resources on the page
      Connection type             Size of resources on the page
      Hardware performance        Third party JavaScript
      Virus protection software




© 2012 Torbit                                                     13
Overall stats

           Geometric mean 2.27s   90th percentile 10.52s
           Median         2.67s   95th percentile 16.87s
           Average        5.07s   99th percentile 43.55s




© 2012 Torbit                                              14
Overall stats (mobile)

           Geometric mean 3.12s   90th percentile 12.07s
           Median         3.87s   95th percentile 18.11s
           Average        6.23s   99th percentile 44.42s




© 2012 Torbit                                              15
Which states in the USA have the fastest load times?

                                   The slowest?




© 2012 Torbit                                                          16
US speed by state

 Onload




© 2012 Torbit       17
US speed by state

                Fastest                 Slowest
                Massachusetts   3.98s   Alaska          6.14s
                Rhode Island    4.24s   Mississippi     6.03s
                Delaware        4.40s   West Virginia   5.68s
                Oregon          4.52s   Idaho           5.60s
                New Hampshire   4.52s   Arkansas        5.50s
                Washington      4.59s   Wyoming         5.47s
                Virginia        4.61s   Montana         5.44s
                New York        4.63s   Kentucky        5.35s
                Connecticut     4.64s   New Mexico      5.30s
                Minnesota       4.68s   Alabama         5.29s


© 2012 Torbit                                                   18
Which countries have the fastest load times?

                               The slowest?




© 2012 Torbit                                                  19
Global speeds by country

                Fastest                  Slowest
                Slovenia         3.41s   Tonga          31.49s
                Sweden           4.02s   Cuba           30.59s
                Denmark          4.27s   Vanuatu        28.65s
                Canada           4.27s   Niger          27.05s
                Switzerland      4.32s   Burkina Faso   26.83s
                Netherlands      4.34s   Burma          24.87s
                Belgium          4.39s   Liberia        23.78s
                Norway           4.45s   Sierra Leone   23.30s
                Aaland Islands   4.48s   Gambia         22.13s
                Iceland          4.58s   Micronesia     22.12s


© 2012 Torbit                                                    20
The United States?




                       #22


© 2012 Torbit                        21
Antarctica?




© 2012 Torbit                 22
Global speeds by continent


                 North America                                        5.08s
                 Europe                                               5.22s
                 Oceania                                              7.22s
                 Asia                                                 8.11s
                 Africa                                               10.57s
                 South America                                        10.90s
                 Antarctica *                                         22.42s


                            * Not a statistically significant sample

         ** Data could be skewed by the geography of our customer base (mostly US)



© 2012 Torbit                                                                        23
Fastest desktop browser?




© 2012 Torbit              24
Fastest desktop browser
 Fastest onload time

                 Safari           4.47
                Firefox            4.79
          Chrome                          5.53
                   IE 8                          6.1
                Opera                            6.44
                   IE 9                                6.89
                   IE 7                                  7.39
                   IE 6                                             9.63
                          0   3           5                     8          10


© 2012 Torbit                                                                   25
Fastest mobile browser?




© 2012 Torbit             26
Fastest mobile browser




© 2012 Torbit            27
Fastest mobile browser




                 Opera Mini            4.68

                Chrome iOS                    5.82

            Safari on iPhone                         6.6

          Android browser                              7.16

     Chrome on Android                                         8.7
                               0   2     5                 7         9




© 2012 Torbit                                                            28
What really matters...
                How does speed affect your business metrics?




© 2012 Torbit                                                  29
How speed affects bounce rate




© 2012 Torbit                    30
How speed affects bounce rate




  Error pages




© 2012 Torbit                    30
How speed affects bounce rate
                                 y = 0.6517x + 33.682
                                    R² = 0.91103




  Error pages




© 2012 Torbit                                           30
Every second = 0.65 increase in bounce rate




© 2012 Torbit                                                 31
Where to focus




© 2012 Torbit     32
Where to focus
                  y = 2.4x + 27.4
                   R² = 0.97297




© 2012 Torbit                       32
Want to reduce your bounce rate by 10%?
                Make your site load in 2 seconds instead of 6




© 2012 Torbit                                                   33
How speed affects bounce rate (mobile)




© 2012 Torbit                             34
How speed affects bounce rate (mobile)




     The only pages that load in 1 second
     on a mobile device are error pages



© 2012 Torbit                               34
How speed affects user engagement




© 2012 Torbit                        35
Want to double your user engagement?
                Make your site load in 2 seconds instead of 6




© 2012 Torbit                                                   36
How speed affects user engagement (mobile)




© 2012 Torbit                                 37
How speed affects user engagement (mobile)




    Again, a 1 second load time on a
    mobile device is rarely a good thing


© 2012 Torbit                                 37
What’s next?
 Resource timing
 Detect which resource is taking too long




                         Coming soon to a browser near you




© 2012 Torbit                                                38
Takeaways

        Every second counts
        If you want accurate data, use Real User Measurement
        It’s important to really dig into your data
                One second load times aren’t always a good thing
         You need measurement first before you can improve
          Nothing beats looking at your own data




© 2012 Torbit                                                      39
Measure your own speed




                Get your free RUM at
                     torbit.com




© 2012 Torbit                          40
Thank you!




                   Josh Fraser
                josh@torbit.com

© 2012 Torbit                     41

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Yo ho ho and a few billion pageviews of RUM

  • 1. Yo ho ho and a few billion pageviews of RUM Josh Fraser josh@torbit.com © 2012 Torbit 1
  • 2. Introductions Josh Fraser Co-founder & CEO of Torbit. Born in Scotland. Computer geek. Addicted to speed. @joshfraser josh@torbit.com Torbit Next generation measurement, analytics and optimization. We’re here to make the web faster. @torbit torbit.com © 2012 Torbit 2
  • 3. Performance in 2012 Performance bottlenecks have moved from the backend to the frontend © 2012 Torbit 3
  • 4. Problem Limitations of synthetic testing (active monitoring) Limited visibility Expensive Strains the systems you are testing Limited test locations and browsers Backbone connections paint an overly optimistic picture Can be easily gamed by CDNs or other providers © 2012 Torbit 4
  • 5. Problem Website performance is viewed as a technical metric instead of a business metric © 2012 Torbit 5
  • 6. A better idea Real User Measurement Use JavaScript to measure every visitor on every page and correlate how site performance impacts the business metrics you care about most © 2012 Torbit 6
  • 7. A better idea What we’ve learned since launching Torbit Insight © 2012 Torbit 7
  • 8. The golden rule of performance Backend 7% Frontend 93% Using TTFB as the marker between frontend/backend © 2012 Torbit 8
  • 9. About our data Collected from a sample of 1,000 websites that have installed Torbit Insight Here are a handful of them... © 2012 Torbit 9
  • 10. About our data 1,000-site sample of 6.7 billion pageviews Collection via the Episodes library from Steve Souders http://stevesouders.com/episodes2 Global audience © 2012 Torbit 10
  • 11. More accurate measurement Navigation Timing Start the clock before the page arrives © 2012 Torbit 11
  • 12. Timing data sources Navigation Timing (window.performance) Cookie 5% Inline JS 44% Nav Timing 50% Google Toolbar 1% Supported in Firefox 7, Chrome 6, Internet Explorer 9 and Android 4 © 2012 Torbit 12
  • 13. Variables that impact speed Your visitors Your website Browser CDN Geography # of resources on the page Connection type Size of resources on the page Hardware performance Third party JavaScript Virus protection software © 2012 Torbit 13
  • 14. Overall stats Geometric mean 2.27s 90th percentile 10.52s Median 2.67s 95th percentile 16.87s Average 5.07s 99th percentile 43.55s © 2012 Torbit 14
  • 15. Overall stats (mobile) Geometric mean 3.12s 90th percentile 12.07s Median 3.87s 95th percentile 18.11s Average 6.23s 99th percentile 44.42s © 2012 Torbit 15
  • 16. Which states in the USA have the fastest load times? The slowest? © 2012 Torbit 16
  • 17. US speed by state Onload © 2012 Torbit 17
  • 18. US speed by state Fastest Slowest Massachusetts 3.98s Alaska 6.14s Rhode Island 4.24s Mississippi 6.03s Delaware 4.40s West Virginia 5.68s Oregon 4.52s Idaho 5.60s New Hampshire 4.52s Arkansas 5.50s Washington 4.59s Wyoming 5.47s Virginia 4.61s Montana 5.44s New York 4.63s Kentucky 5.35s Connecticut 4.64s New Mexico 5.30s Minnesota 4.68s Alabama 5.29s © 2012 Torbit 18
  • 19. Which countries have the fastest load times? The slowest? © 2012 Torbit 19
  • 20. Global speeds by country Fastest Slowest Slovenia 3.41s Tonga 31.49s Sweden 4.02s Cuba 30.59s Denmark 4.27s Vanuatu 28.65s Canada 4.27s Niger 27.05s Switzerland 4.32s Burkina Faso 26.83s Netherlands 4.34s Burma 24.87s Belgium 4.39s Liberia 23.78s Norway 4.45s Sierra Leone 23.30s Aaland Islands 4.48s Gambia 22.13s Iceland 4.58s Micronesia 22.12s © 2012 Torbit 20
  • 21. The United States? #22 © 2012 Torbit 21
  • 23. Global speeds by continent North America 5.08s Europe 5.22s Oceania 7.22s Asia 8.11s Africa 10.57s South America 10.90s Antarctica * 22.42s * Not a statistically significant sample ** Data could be skewed by the geography of our customer base (mostly US) © 2012 Torbit 23
  • 24. Fastest desktop browser? © 2012 Torbit 24
  • 25. Fastest desktop browser Fastest onload time Safari 4.47 Firefox 4.79 Chrome 5.53 IE 8 6.1 Opera 6.44 IE 9 6.89 IE 7 7.39 IE 6 9.63 0 3 5 8 10 © 2012 Torbit 25
  • 26. Fastest mobile browser? © 2012 Torbit 26
  • 27. Fastest mobile browser © 2012 Torbit 27
  • 28. Fastest mobile browser Opera Mini 4.68 Chrome iOS 5.82 Safari on iPhone 6.6 Android browser 7.16 Chrome on Android 8.7 0 2 5 7 9 © 2012 Torbit 28
  • 29. What really matters... How does speed affect your business metrics? © 2012 Torbit 29
  • 30. How speed affects bounce rate © 2012 Torbit 30
  • 31. How speed affects bounce rate Error pages © 2012 Torbit 30
  • 32. How speed affects bounce rate y = 0.6517x + 33.682 R² = 0.91103 Error pages © 2012 Torbit 30
  • 33. Every second = 0.65 increase in bounce rate © 2012 Torbit 31
  • 34. Where to focus © 2012 Torbit 32
  • 35. Where to focus y = 2.4x + 27.4 R² = 0.97297 © 2012 Torbit 32
  • 36. Want to reduce your bounce rate by 10%? Make your site load in 2 seconds instead of 6 © 2012 Torbit 33
  • 37. How speed affects bounce rate (mobile) © 2012 Torbit 34
  • 38. How speed affects bounce rate (mobile) The only pages that load in 1 second on a mobile device are error pages © 2012 Torbit 34
  • 39. How speed affects user engagement © 2012 Torbit 35
  • 40. Want to double your user engagement? Make your site load in 2 seconds instead of 6 © 2012 Torbit 36
  • 41. How speed affects user engagement (mobile) © 2012 Torbit 37
  • 42. How speed affects user engagement (mobile) Again, a 1 second load time on a mobile device is rarely a good thing © 2012 Torbit 37
  • 43. What’s next? Resource timing Detect which resource is taking too long Coming soon to a browser near you © 2012 Torbit 38
  • 44. Takeaways Every second counts If you want accurate data, use Real User Measurement It’s important to really dig into your data One second load times aren’t always a good thing You need measurement first before you can improve Nothing beats looking at your own data © 2012 Torbit 39
  • 45. Measure your own speed Get your free RUM at torbit.com © 2012 Torbit 40
  • 46. Thank you! Josh Fraser josh@torbit.com © 2012 Torbit 41

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