2014 06-23 velocity sc beyond page metrics

B E Y O N D PA G E L E V E L M E T R I C S

Buddy Brewer
@bbrewer
Philip Tellis
@bluesmoon

G I T H U B
https://github.com/lognormal/
velocity-sc2014-beyond-page-
metrics
https://github.com/lognormal/
boomerang
git clone <clone url>

W H AT D O E S A PA G E L O O K L I K E O N
T H E N E T W O R K ?

H O W D O D I F F E R E N T B R O W S E R S
H A N D L E PA R A L L E L I Z AT I O N ?

W H I C H PA G E C O M P O N E N T S
A F F E C T P E R C E I V E D L AT E N C Y ?

A R E A N Y O F T H E M S P O F S ?
• Static JavaScript files, external CSS files
• Anything that blocks onload if you have scripts that
run on onload

W H Y D O W E
N E E D R U M ?
C A N ’ T W E G E T T H I S
A L R E A D Y ?

San Francisco
London
Paris
Gilroy
Tellisford
Eze

Fast
Connections
Slow
Connections

Common Browsers
Uncommon Browsers

N AV I G AT I O N T I M I N G
P E R F O R M A N C E T I M I N G

N AV I G AT I O N T I M I N G
AVA I L A B I L I T Y
• IE >= 9
• FF >= 7
• Chrome >= 6
• Opera >= 15
• Latest Android, Blackberry,
Opera Mobile, Chrome for
Android, Firefox for
Android, IE Mobile

N AV I G AT I O N T I M I N G E X A M P L E
var loadEventDuration = performance.timing.loadEventEnd - !
performance.timing.loadEventStart;

R E S O U R C E T I M I N G
P E R F O R M A N C E T I M E L I N E

R E S O U R C E T I M I N G AVA I L A B I L I T Y
• IE >= 10
• Chrome
• Opera >= 16
• Latest Opera Mobile, Chrome for Android, IE Mobile

R E S O U R C E T I M I N G G E T S U S
I N T E R E S T I N G T H I N G S
• Generate a complete waterfall 
https://github.com/andydavies/waterfall
• Calculate a cache-hit-ratio per resource
• Identify problem resources

C O R S : C R O S S - O R I G I N R E S O U R C E
S H A R I N G
• Cross-domain resources only tell you start & end time
• Timing-Allow-Origin: *

L I M I TAT I O N S O F R E S O U R C E T I M I N G
• Does not report resources that error out, which is one
of the things we care about
• Doesn’t tell you if a response is a 304 or 200

M E A S U R I N G A S I N G L E O B J E C T
var url = 'http://www.buddybrewer.com/images/buddy.png';!
var me = performance.getEntriesByName(url)[0];!
var timings = { !
loadTime: me.duration, !
dns: me.domainLookupEnd - me.domainLookupStart, !
tcp: me.connectEnd - me.connectStart, !
waiting: me.responseStart - me.requestStart, !
fetch: me.responseEnd - me.responseStart!
}

M E A S U R I N G A C O L L E C T I O N O F
O B J E C T S
var i, first, last, entries = performance.getEntries();!
for (i=0; i<entries.length; i++) {!
if (entries[i].name.indexOf('platform.twitter.com') != -1) {!
if (first === undefined) !
first = entries[i];!
if (last === undefined) !
last = entries[i];!
if (entries[i].startTime < first.startTime) !
first = entries[i];!
if (entries[i].responseEnd > last.responseEnd) !
last = entries[i];!
}!
}!
console.log('Took ' + (last.responseEnd - first.startTime) + ' ms');

U S E R T I M I N G
P E R F O R M A N C E T I M I N G

U S E R T I M I N G
AVA I L A B I L I T Y
• IE >= 10
• Chrome >= 25
• Opera >= 15
• Latest Opera Mobile,
Chrome for Android, IE
Mobile

U S E R T I M I N G E X A M P L E
window.performance.mark('mark_start');!
setTimeout(function() {!
window.performance.mark('mark_end');!
window.performance.measure(‘measure_time_to_this_point’);!
window.performance.measure('measure_duration', 'mark_start',
‘mark_end');!
console.log('Long thing took ' + !
performance.getEntriesByName('measure_duration')[0].duration + !
' ms');!
}, 1000);

P E R F O R M A N C E M A N A G E M E N T I N
T H R E E S T E P S
How Fast Am I? How Fast Should I Be? How Do I Get There?

H O W FA S T S H O U L D I B E ?

T R A C K I N G C O N V E R S I O N S
W H A T I S A C O N V E R S I O N ?
Orders
Shares, Likes, Comments
Page Views
Subscriptions
Signups
Card Additions
Video Plays

M E A S U R I N G T H E I M PA C T O F S P E E D
S P E E D S T R O N G LY C O R R E L A T E S T O C O N V E R S I O N S

T H I S M E A N S W E
C A N M E A S U R E
PAT I E N C E

E X A M P L E
Time Range: 1 Month
Median Load Time: 4.12
Visits: 25M
Conversion Rate: 2.71%
Average Order: $100

C A N W E D O B E T T E R ?
S P E E D I N C R E A S E S D R I V E B U S I N E S S I M P R O V E M E N T S
Total Conversion Rate: 2.71%
Conversion Rate @ 3.0s: 4.88%

W H AT A R E W E P L AY I N G F O R ?
Best Case Conversion Rate: 4.88%
Conversion Gap: 2.32%
Visits: 25M
AOV: $100

(4.88% - 2.71%) * 25M * $100 = $54.25M

1 0 0 T H P E R C E N T I L E ?
P O T E N T I A L V S R E A L I S T I C G O A L S
Conversion Rate @ 3.0s: 4.88%

R E A L I S T I C , I T E R AT I V E G O A L S
Target Load Time: 4 seconds (vs 3 seconds)
Percentile at 4 sec: 49th
Target Percentile: 60th (vs 100th percentile)
Percentile Gap: 11%

(4.88% - 2.71%) * (11% * 25M) * $100 = $6M

Improving from
4.12 sec @ 50th percentile
to
4.0 sec @ 60th percentile
=
$6M / month

AT T R I B U T I O N S
https://secure.flickr.com/photos/torkildr/3462607995 (servers)
https://secure.flickr.com/photos/hackny/8038587477 (real users)
https://secure.flickr.com/photos/isherwoodchris/3096255994 (NYC)
https://secure.flickr.com/photos/motoxgirl/11972577704 (Countryside)
https://secure.flickr.com/photos/98640399@N08/9287370881 (Fiber Optic)
https://secure.flickr.com/photos/secretlondon/2592690167 (Acoustic Coupler)
https://secure.flickr.com/photos/jenny-pics/2904201123 (Rum Bottle)
https://secure.flickr.com/photos/bekathwia/2415018504 (Privacy Sweater)
https://secure.flickr.com/photos/zigzaglens/3566054676 (Star Field)

2014 06-23 velocity sc beyond page metrics

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2014 06-23 velocity sc beyond page metrics