For a long time it was believed that
loading times were up to the technical team only,
wrong! Even if it is at the front row to intervene in the event of
site downturn, you too a member of the marketing team have your
role to play!Initially, the webperf is the measurement of load times and more precisely server-side responses. In other words, the KPIs were mainly intended for IT teams and little revealing of the user experience. For several years now, the webperf has taken a new turn and is now aimed as much at IT as at marketing teams.

Indeed, the integrated “user” dimension
over the years has made web performance anchored within
digital teams as one of the levers of the user experience and
essential for online marketing actions.

New goals lead to new KPIs.

This is why, we see more
in addition to flower indicators
from webperformance
User oriented and intended for teams
trades. Before taking an overview of these KPIs, it is important to
remember that our dear e-consumer does not let anything pass
when it comes to his browsing experience: he wants routes
simple with quick pages that deliver the requested content
instantly. He is also more likely to order online rather than order
physical education, so you should take into account its
requirements to stay competitive.

The indicators below (list
not exhaustive) will allow you to draw a more reliable portrait of
the experience of Internet users on your site and the level of quality that
you deliver.

A
once the user has requested a page in the search engine or has
clicked on a link, everything is going very fast. Without him seeing it, a multitude
actions are taken to deliver the requested content. The DOMContentLoaded is the 1st event triggered on the user’s browser. he
is triggered at the end of loading and parsing the HTML code and all
the elements necessary for building the page (scripts, images, css
…).

(Management of webperf KPIs:
Netvigie interface)

Come
then Time to Interactive. This indicator measures the time elapsed until all
conditions are met for the user to navigate on the page (content
useful, reaction under the 50ms bar, clickable visible elements…).
It also helps to fight against sites that distort the Speed ​​Index
-indicator that we will discuss below- by quickly displaying a page that
however, is not usable.

The Time to First Interaction as for it is not an event
Navigator. It measures the time between the start of page loading and
the user’s first action on the page. This can be a
click, scroll, enter on the keyboard. Therefore, this KPI is
exclusively available via a Real User Monitoring solution because it requires
to be based on the navigation of real Internet users.

The user judges the pages of
your site before you even navigate to it. Indeed the notion of display
is very important because your user does not like white pages. it
lets them know that nothing is loading on the page, pushes them well
often to constantly refresh it and in the worst case to leave your
site. To observe and limit the phenomenon, indicators exist:

  • The Speed ​​Index is probably the
    Most popular webperf KPIs at the moment. This is a score that is assigned to
    a page according to the display speed of the elements located above the line
    waterline. It should be remembered that the lower the score, the better the
    user’s loading speed perception.
  • At the start of the Speed ​​Index we find the Start Render. It indicates the time elapsed before the
    loading of a first visible element on the page (the logo, a banner, a
    picture…). The difference with the First
    Contentful Paint
    ? Simply the calculation method. Where the Start
    Render is based on video captures, The First Contentful Paint is triggered
    directly on the browser side by means of a Javascript event.

For more information on the trio
“Start Render, Speed ​​Index, Visually Complete, visit
this article
)

What is being a webperf sensitive?

  1. Be aware that loading times have an impact on several aspects of your site: a site that is too slow and your internet user orders from the competitor comparing you to switching to a slug on Twitter #imagedemarque. Pages too long and it’s falling in search engines …
  2. Integrate a webperf dimension in all the actions you plan to carry out on your website.
  3. You rely on indicators to confirm concrete cases encountered “yes the site may be fast on your machine but this is not the case for our hundreds / thousands of Internet users. “
  4. Define the following strategic indicators for your projects, monitor your webperf dashboards and if necessary correlate them with your Analytics tools.
  5. Work hand in hand with the IT team and follow common KPIs, in particular concerning the resources on the pages: you must jointly ensure the optimization (in weight and number) of the resources for which you are responsible: images, videos for you, the JS, CSS and others for the IT team.
  6. Admit that it is not always the fault of IT when there is a bug on the site but that yes “this feature may make the site go down”.
  7. Set up a continuous improvement process aimed at constantly increasing the quality level on the site.

You will understand, each
indicator meets a specific objective. The webperf as a whole allows you to
break out of assumptions and judge pragmatically and objectively
the user experience of your users.

You already have many KPIs to
monitor (traffic, allocation, conversion, etc.). There is no point in integrating all
Webperf KPIs to your dashboards. Monitoring solutions offered by Netvigie,
Digital Quality expert measure the loading times of your pages
thanks to this large panel of indicators. All at your disposal, you
select the ones that will make the most sense with your projects and objectives.

Author: Julie DULOT

I have been in charge of communication at Netvigie since 2016. My mission is to raise awareness of the importance of digital quality. I deal with subjects that concern both the quality of customer journeys (smooth operation and loading time) as well as the reliability of the data collected as part of a Tag Management strategy.

Article written in collaboration with Netvigie