The Need For Online Speed
The need for online speed is well-documented through stats and stories of abandoned carts
, visitors lost, brands tarnished. The rule today more than ever is that every millisecond of delay costs real money in lost revenueTheres always been a danger in performance management of getting caught up in the data and potentially forgetting what it means for the user. Page load time is the holy grail; its the number everyone looks at, the number everyone tries to shrink. But can a single number, representing a start-to-finish process, really reflect what the experience is like for the user on the other side of the browser?
Its very dangerous when you disconnect performance from the user experience, says Ben Rushlo, Keynotes director of Internet technologies. Numbers in and of themselves can be misleading and not necessarily very useful. But if you start marrying those numbers with questions like, What does it mean to the user? Are they getting content quickly in the browser? Are they getting to interact with this page very quickly? How does that flush out in terms of website performance? Thats when I think performance management becomes very powerful.
The answers to those questions recently became a lot more accessible. The W3Cs Web Performance Working Group has released its Navigation Timing API, which collects timing data directly from within the browser, and provides visibility into each of the major phases that make up page load time. Its currently available in the latest releases of Internet Explorer, Chrome, and Firefox.
Even though the page may not be fully visible, it may be enough to hold on to the user if they see the visuals rendering.
With Navigation Timing, says Internet Explorer Program Manager Jatinder Mann, who also works in the W3C working group, "the browser itself saves timestamps from various events in the process of navigating to a page, including timestamps for the starting and ending of phases like prompting to unload the previous document the time it takes to run any unload script of the previous document re-directions, hitting the application cache, the DNS lookup time, TCP connection time, server request response time, as well as processing time for DOM operation, like DOM loading, DOM interactive, DOM content loaded, DOM complete events."
This is "timing information on things that developers can change," Mann continues, thats accurately coming directly from the browser, as opposed to some kind of JavaScript or other intercept.
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