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The associated blog post is at http://www.lognormal.com/blog/2012/10/03/the-3.5s-dash-for-attention/ When searching for something online, people often open multiple results in browser tabs and switch to the one that loads first. It’s a race for the user’s attention, but usually there’s only one medal. Just as in sport, the web is fiercely competitive and people expect more from it each year. Last year’s winning performance is this year’s new baseline. As a result developers must answer complex questions to stay in the game: How do users perceive the performance of my site? What do they expect and am I meeting their expectations? What new metrics should I be collecting to answer these questions? In this talk, Buddy and Philip will answer most of these questions, and cover some of the insights gained from studying real user performance data over the last few years. We’ll also cover tools that you can use, both free and commercial, to arm you with the information you need to win Gold.
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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
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 3
Mr. Souders
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 4
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
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 6
World-wide bandwidth
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 7
What do users expect?
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 8
Gold or Bronze?
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 9
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?
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 11
Or frustrate?
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 12
Delighting changes the baseline
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 13
Delighting changes the baseline
(Frustrating does too, but we don’t want to go there)
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 13
So where’s the web today?
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 14
Log-Normal Distribution
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 15
Log-Normal Distribution
The logarithm of the x-axis follows a Normal distribution
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 15
Log-Normal Distribution
Performance data does not always follow a "pure" Log-Normal
distribution
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 16
Look at the entire spread
. . .
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 17
Look at the entire spread
which often approaches an infinite width
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 17
• 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
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 18
Even with beacons, you need to sanitize your input
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 19
Once you get past the cruft, you can really measure users
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 20
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
Velocity EU 2012 / 2012-10-03 The 3.5s dash for attention and other stuff we found in RUM 21