Tying web performance data to human behavior
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This document discusses how web performance impacts user behavior and discusses the importance of measuring real user performance data. It provides examples of how page load time, DOM interactive time, and other metrics correlate with bounce rates. The concept of "LD50" or median lethal dose is introduced as the point where a site's bounce rate crosses 50%. Examples are given showing variation in LD50 across browsers, countries, and other dimensions. The presentation argues for analyzing real user data to understand a site's "toxicity" and how performance impacts different user behaviors and business metrics.
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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