the 3.5s dash for attention and other stuff we found in rum
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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
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Mr. Souders
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https://github.com/lognormal/boomerang/
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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.
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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
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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
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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
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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
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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?
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http://www.flickr.com/photos/thecosmopolitan/6117530924
LD50 - when do half the users bounce?
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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%
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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
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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
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AUGB World
Available Bandwidth
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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
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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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