the 3.5s dash for attention and other stuff we found in rum

Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 1

The 3.5s dash for attention and other stuff wefound in RUM

Buddy Brewer, Philip Tellis

Velocity EU 2012 / 2012-10-03

Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 2

Jean-Antoine Nollet

Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 3

Mr. Souders

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https://github.com/lognormal/boomerang/

Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 5

Never underestimate the bandwidth of a mail horse

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World-wide bandwidth

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What do users expect?

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Gold or Bronze?

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What delighted users a few years ago is now an expected

baseline, the absence of which will frustrate.

Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 10

Should you delight?

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Or frustrate?

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Delighting changes the baseline

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Delighting changes the baseline

(Frustrating does too, but we don’t want to go there)

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So where’s the web today?

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Log-Normal Distribution

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Log-Normal Distribution

The logarithm of the x-axis follows a Normal distribution

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Log-Normal Distribution

Performance data does not always follow a "pure" Log-Normal

distribution

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Look at the entire spread

. . .

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Look at the entire spread

which often approaches an infinite width

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• 0.8% of hits are fake/abusive• 0.2-0.5% of hits are from a stale cache• 0.1% of hits are absurd• Timestamps in the future (or past depending on how you

interpret it)• Bots ignore robots.txt across domains• "Interesting" caches/copies

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Even with beacons, you need to sanitize your input

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Once you get past the cruft, you can really measure users

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How does performance impact human behavior?

Wednesday, October 3, 12

8 million pages

1.5 million visits

50 different dimensions

Wednesday, October 3, 12

0%

17.50%

35.00%

52.50%

70.00%

0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30

very fast sessions had high bounce rates

Wednesday, October 3, 12

0%

17.50%

35.00%

52.50%

70.00%

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

bounce rate vs. load time

Wednesday, October 3, 12

0%

17.50%

35.00%

52.50%

70.00%

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

bounce rate vs. DOM interactive

Wednesday, October 3, 12

0%

20.00%

40.00%

60.00%

80.00%

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

bounce rate vs. front end time

Wednesday, October 3, 12

http://www.flickr.com/photos/21560098@N06/3796822070

is my web site performance toxic to my users?

Wednesday, October 3, 12

http://www.flickr.com/photos/thecosmopolitan/6117530924

LD50 - when do half the users bounce?

Wednesday, October 3, 12

Back end time

DOM Loading

DOM Interactive

Front end time

DOM Complete

Load event

1.7 sec

1.8 sec

2.75 sec

3.5 sec

4.75 sec

5.5 sec

Bounce rate >=50%

Wednesday, October 3, 12

0%

17.50%

35.00%

52.50%

70.00%

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

Browsers by Load Time

LD50

IE: 3.6 secFirefox: 5.6 secChrome: 6.5 sec

Wednesday, October 3, 12

Browsers by DOM Interactive

0%

22.50%

45.00%

67.50%

90.00%

0.50.70.91.11.31.51.71.92.12.32.52.72.93.13.33.53.73.94.14.34.54.74.95.15.35.55.75.96.16.36.56.76.97.17.37.57.77.98.18.38.58.78.99.19.39.59.79.9

IE Chrome Firefox

LD50

IE: 1.8 secFirefox: 3.1 secChrome: 4.4 sec

Wednesday, October 3, 12

0%

22.50%

45.00%

67.50%

90.00%

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

Countries by Load Time

LD50

DE: ? secUS: 5.0 secGB: 11.5 secCA: 13.5 secAU: ? sec

Wednesday, October 3, 12

AUGB World

Available Bandwidth

Wednesday, October 3, 12

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, when do people make tea?

Future directions

Wednesday, October 3, 12

Questions?

Buddy Brewer @bbrewerPhilip Tellis @bluesmoon

Wednesday, October 3, 12

Credits

• Usain Bolt – Sum_of_Mark on flickr

• Douglas Mail Carrier – Svadilfari on flickr

• Angel Delight – Auntie P on flickr

• Frustrated – Kevin Lawver on flickr

• Jean-Antoine Nollet – (Public Domain) Wikipedia

• 100 metre dash – on NY Times

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