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Performance
is about people,
not metrics
@tameverts
#wds17
@tameverts
CXO • SpeedCurve
WPOstats.com
Why care?
“Oh… pity the hyper-impatient web
generation. Such busy lives with so
many important things to do — like post
the latest d...
The average web user believes they waste
two days a year waiting for pages to load.
“Web stress”
When apps or sites are slow,
we have to concentrate
up to 50% harder to stay on task
CA Technologies, 2011
“Phone rage”: How people react to slow sites
Tealeaf / Harris Interactive, 2011
Slow websites (and apps) suck
for your visitors
Slow websites (and apps) suck
for your business
Every 1 second of load time improvement
equaled a 2% conversion rate increase for
Walmart
Staples shaved 1 second from med...
WPOstats.com
The impact of HTML delays on mobile business metrics, Strangeloop, 2011
fast slow
Mobile web stress: The impact of network speed on emotional engagement and brand perception, Radware, 2013
Slow websites (and apps) suck
Define “slow”
Define “suck”
“The real thing we are after is
to create a user experience that
people love and they feel is fast…
and so we might be fro...
How do we measure
perception… at scale?
TTFB DNS TCP Start render
DOM loading DOM ready Page load Fully loaded
TTI Resource timing Requests Bytes in
Speed Index P...
Load Time
the time from the start of the initial navigation
until the beginning of the window load event
Start Render
the time from the start of the initial navigation
until the first non-white content is painted to the
browser...
Speed Index
when visual content (e.g., images and video)
renders within the viewport.
Visually Complete
first time when visual progress reaches 100%
First Meaningful Paint (TTFMP)
Time to Interact (TTI)
We need better metrics for
measuring user experience
Correlates to what users
actually see in the browser
Recognizes that not all pixels
and page elements are equal
Allows us ...
Custom metrics FTW
Measure performance
with high-precision timestamps
https://www.w3.org/TR/user-timing/
https://speedcurv...
How long does it
take to display the
main product image
on my site?
Correlates to what users
actually see in the browser
Recognizes that not all pixels
and page elements are equal
Allows us ...
Hero Times
H1
Largest image
Largest background image
Hero element timing
https://speedcurve.com/blog/web-performance-monit...
https://speedcurve.com/blog/web-
performance-monitoring-hero-times/
Remember this…
65% of seniors use the internet.
Users aged 65 and older
are 43% slower at using websites
than users aged 21-55.
Nielsen N...
Between the ages
of 25 and 60,
our ability to use the web
declines by 0.8% a year
Takeaways
1. Performance is user experience.
2. There is no unicorn metric.
3. You can’t understand what you don’t measure.
4. You c...
Thanks!
@tameverts
tammy@speedcurve.com
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
Performance Is About People, Not Metrics [2017 Web Directions Summit]
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Performance Is About People, Not Metrics [2017 Web Directions Summit]

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If you want your site to succeed, you need to deliver a consistently fast user experience. But how do you quantify "fast"? And how do you track speed across millions and billions of user visits?

When we think about measuring web performance, it’s easy to fall into an abyss of metrics. TCP connection, TTFB, start render, PageSpeed and YSlow scores. Which ones should we care about? In this talk, I share my 10-year quest in search of a unicorn metric for measuring user engagement and web performance.

Published in: Technology
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Performance Is About People, Not Metrics [2017 Web Directions Summit]

  1. 1. Performance is about people, not metrics @tameverts #wds17
  2. 2. @tameverts CXO • SpeedCurve WPOstats.com
  3. 3. Why care?
  4. 4. “Oh… pity the hyper-impatient web generation. Such busy lives with so many important things to do — like post the latest drivel onto their Facebook pages or download the YouTube viral video of the day. Oops, sorry — of the minute.” Reader comment “For Impatient Web Users, an Eye Blink Is Too Long to Wait” The New York Times
  5. 5. The average web user believes they waste two days a year waiting for pages to load.
  6. 6. “Web stress” When apps or sites are slow, we have to concentrate up to 50% harder to stay on task CA Technologies, 2011
  7. 7. “Phone rage”: How people react to slow sites Tealeaf / Harris Interactive, 2011
  8. 8. Slow websites (and apps) suck for your visitors
  9. 9. Slow websites (and apps) suck for your business
  10. 10. Every 1 second of load time improvement equaled a 2% conversion rate increase for Walmart Staples shaved 1 second from median load time, improved conversion rate by 10% Fanatics cut median load times by 2 seconds, almost doubled mobile conversions
  11. 11. WPOstats.com
  12. 12. The impact of HTML delays on mobile business metrics, Strangeloop, 2011
  13. 13. fast slow Mobile web stress: The impact of network speed on emotional engagement and brand perception, Radware, 2013
  14. 14. Slow websites (and apps) suck
  15. 15. Define “slow”
  16. 16. Define “suck”
  17. 17. “The real thing we are after is to create a user experience that people love and they feel is fast… and so we might be front-end engineers, we might be dev, we might be ops, but what we really are is perception brokers.” Steve Souders
  18. 18. How do we measure perception… at scale?
  19. 19. TTFB DNS TCP Start render DOM loading DOM ready Page load Fully loaded TTI Resource timing Requests Bytes in Speed Index PageSpeed Navigation timing DOM elements DOM size Visually complete TTFP TTFMP
  20. 20. Load Time the time from the start of the initial navigation until the beginning of the window load event
  21. 21. Start Render the time from the start of the initial navigation until the first non-white content is painted to the browser display
  22. 22. Speed Index when visual content (e.g., images and video) renders within the viewport.
  23. 23. Visually Complete first time when visual progress reaches 100%
  24. 24. First Meaningful Paint (TTFMP) Time to Interact (TTI)
  25. 25. We need better metrics for measuring user experience
  26. 26. Correlates to what users actually see in the browser Recognizes that not all pixels and page elements are equal Allows us to customize what we measure on specific pages Is easy to use and accessible right out of the box
  27. 27. Custom metrics FTW Measure performance with high-precision timestamps https://www.w3.org/TR/user-timing/ https://speedcurve.com/blog/user-timing-and-custom-metrics/
  28. 28. How long does it take to display the main product image on my site?
  29. 29. Correlates to what users actually see in the browser Recognizes that not all pixels and page elements are equal Allows us to customize what we measure on specific pages Is easy to use and accessible right out of the box
  30. 30. Hero Times H1 Largest image Largest background image Hero element timing https://speedcurve.com/blog/web-performance-monitoring-hero-times/
  31. 31. https://speedcurve.com/blog/web- performance-monitoring-hero-times/
  32. 32. Remember this…
  33. 33. 65% of seniors use the internet. Users aged 65 and older are 43% slower at using websites than users aged 21-55. Nielsen Norman Group, 2013
  34. 34. Between the ages of 25 and 60, our ability to use the web declines by 0.8% a year
  35. 35. Takeaways
  36. 36. 1. Performance is user experience. 2. There is no unicorn metric. 3. You can’t understand what you don’t measure. 4. You can’t measure what you don’t understand. 5. Performance is a team effort. 6. Even small changes can make a big difference.
  37. 37. Thanks! @tameverts tammy@speedcurve.com

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