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.
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Performance Is About People, Not Metrics [2017 Web Directions Summit]
- 1. Performance is about people, not metrics @tameverts #wds17
- 7. Why care?
- 8. “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
- 9. The average web user believes they waste two days a year waiting for pages to load.
- 10. “Web stress” When apps or sites are slow, we have to concentrate up to 50% harder to stay on task CA Technologies, 2011
- 13. “Phone rage”: How people react to slow sites Tealeaf / Harris Interactive, 2011
- 15. Slow websites (and apps) suck for your visitors
- 16. Slow websites (and apps) suck for your business
- 18. 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
- 19. WPOstats.com
- 20. The impact of HTML delays on mobile business metrics, Strangeloop, 2011
- 22. fast slow Mobile web stress: The impact of network speed on emotional engagement and brand perception, Radware, 2013
- 23. Slow websites (and apps) suck
- 24. Define “slow”
- 25. Define “suck”
- 26. “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
- 27. How do we measure perception… at scale?
- 28. 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
- 30. Load Time the time from the start of the initial navigation until the beginning of the window load event
- 31. Start Render the time from the start of the initial navigation until the first non-white content is painted to the browser display
- 32. Speed Index when visual content (e.g., images and video) renders within the viewport.
- 33. Visually Complete first time when visual progress reaches 100%
- 34. First Meaningful Paint (TTFMP) Time to Interact (TTI)
- 35. We need better metrics for measuring user experience
- 36. 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
- 39. 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/
- 40. How long does it take to display the main product image on my site?
- 41. 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
- 44. Hero Times H1 Largest image Largest background image Hero element timing https://speedcurve.com/blog/web-performance-monitoring-hero-times/
- 49. Remember this…
- 51. 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
- 52. Between the ages of 25 and 60, our ability to use the web declines by 0.8% a year
- 54. Takeaways
- 55. 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.
Editor's Notes
- PRO: easily measured CON: includes third parties and ATF content
- PRO: can be measured with synthetic (benchmarking), ok correlations to biz metrics CON: only measures *start*
- PRO: attempts to measure what user sees; works in synthetic CON: gives equal value to every pixel; not mobile friendly
- PRO: same as Speed Index CON: too slow
- PRO: extremely precise; used for both synthetic and RUM CON: you need to know your pages; require some expertise to implement and manage
- Etsy, Chrome, West Coast
- Home Depot, Chrome, West Coast
- Amazon, Chrome, West Coast