The document discusses the significance of web performance as a key performance indicator (KPI) and how real user monitoring (RUM) can provide insights into user behavior and business impact. It highlights the correlation between page load times and conversion rates, emphasizing that even minor improvements can lead to substantial revenue gains. The content also outlines the capabilities of RUM in facilitating performance analysis, metrics tracking, and user engagement across various digital channels.

1. December 2014
Web Performance is a KPI
How RUM Bridges Insight to Impact

5. © 2014 Keynote 5
Business and IT – He said, she said
How they think about the site/app How you think about it
Growth – New users registering for the app Time to Interactive Page, Page Load Time (over time)
Conversions – Customer journey success rates Time to Interactive Page, Page Load Time
Retention - Repeat visitors Queries per Minute
Referrals – Referred customers Concurrent DB Connections
Abandonment - Exit rate # HTTP Errors (e.g., quantifying 404’s etc.)
Engagement – Average duration, spinners, freezing Time to First Byte, Time to First Paint
Business and User Behavior Technology Behavior

6. Performance anti-patterns
• Page weight
reduced
1.2MB -> 98K
• Average page
load time
increased
3 sec -> 20 sec
blog.chriszacharias.com/page-weight-matters

7. Anecdotes
© 2014 Keynote 7
60% faster ->
14% improvement in
donation conversions
Average page load for converted
population is 47% faster than the
average for non-converted
2.2 sec reduction in page load ->
15% in download conversions
http://kylerush.net/blog/meet-the-obama-campaigns-250-million-
fundraising-platform/
http://blog.mozilla.org/metrics/2010/04/05/firefox-page-load-
speed-%E2%80%93-part-ii/
SFSV WebPerformance Group 20120216 - Walmart RUM

8. Stat-zilla
© 2014 Keynote 8
• For each 100ms ↑ page load time
• 1% ↓ in conversion rate
• $1.6 billion revenue per second

9. POLL
Are you tracking key user
behavior metrics along with
your web performance
indicators?
Which metrics are you
correlating?

10. Found (or lost) in translation
© 2014 Keynote 10
 Timings, error codes,
histograms, etc. by
themselves don’t tell a
return on digital story
 Correlate
 Compare

11. What can RUM do for you?
© 2014 Keynote 11
 Page performance,
experienced by every
visitor
 All devices—smartphone,
tablet, desktop, smartTV,
etc.
 Segmentation to facilitate
triage and optimization
 Analysis and correlation
to user behavior
 UX Time, Time to First
Paint, Time to Interactive,
Exit Rate, and Bounce Rate
across pages
 Goal completion: define
customer objectives

12. Keynote Real User Monitoring
Sub 3-second data stream
User engagement metrics
Active test measurement correlation
Multi-dimensional analysis
RESTful API
 Real-time understanding of
performance across digital
channels
 Influence on customer engagement
 Literacy for elevating conversations
with the business
 Delivered in time to protect
revenue and cost to serve
 Flexibility to extend and customize
NEW
DIFFERENTIATORS
 Built on new big data architecture
enables flexible, open API for
integration with other BI tools
 Real-time data available in less than
3 seconds
 Keynote’s 20-year history in
synthetic monitoring is now
extended to support real user
monitoring

13. Keynote Performance Management:
Business impact, decisive action, flexibility
© 2014 Keynote 13
Real-time Performance and User Behavior Alerting and Deep Diagnostics
REAL USER DATA  ACTIVE MEASUREMENTS  OPEN PLATFORM

14. Sharpening real user data with synthetic measurements
© 2014 Keynote 14
Real
Users
Synthetic
Tests
Performance
in Context

15. A case in point
• Gilt case study
• Synthetic testing is
highly sensitive to
change
• Conducive to
creating controlled
“experiments” and
support A/B tests
http://tech.gilt.com/post/102395111244/a-
synthetic-monitoring-case-study

16. Elevate the conversation
© 2014 Keynote 16
Web performance is
a key performance indicator…
 In the context of influence on
customer behavior
 In the context of all digital
channels
 In the context of competitive
alternatives
TARDIS-trans on en.wikipedia

17. Thank You!
Please submit your questions
in the Q & A panel now.
Learn more about Keynote Real User Monitoring by visiting
keynote.com/solutions/monitoring/real-user-monitoring
Feedback and additional questions: events@keynote.com