There is no difference with web performance. When a company develops an online application and presents it to customers (it doesn’t matter if they are outside/retail or inside/partner/employee), the perspective of the team that approved, created, tested, and released the application becomes, as a VP at a previous company explained to me, “interesting, but irrelevant”.

Step away from the world of online application performance for a minute, and put yourself in the shoes of the customer; become a consumer. How do you feel when a site, application, or mobile app is slow to give you what you want? I’ll give you some idea:

The stress levels of volunteers who took part in the study rose significantly when they were
confronted with a poor online shopping experience, proving the existence of ‘Web Stress’. Brain
wave analysis from the experiment revealed that participants had to concentrate up to 50% more
when using badly performing websites, while EOG technology* and behavioural analysis of the
subjects also revealed greater agitation and stress in these periods. (“Web Stress: A Wake Up Call for European Business”, emphasis mine)

I know it comes from a competitor, but it is true. It applies to me; it applies to you. And web performance professionals need to step away from the screens for a minute and put themselves in the shoes of the people standing on the platform.

Everyday, your online applications change, grow, fail, falter, and evolve – the train is always moving. To the people on the platform, all they see is your train and how it’s moving compared to the other trains they have watched go by. You worked hard on your train, polishing the brass, adding new cars, even upgrading the engine. To you, the train is a magnificent achievement that everyone should admire, especially now that the new engine makes it so much faster!

The customer on the platform is measuring how your updated train is moving compared to the MAGLEV bullet train on the super-conducting rail next to you and asking “How come this train is so slow?”

The complexity of a modern web site is astounding, and improving performance by 0.4 seconds is often a feat worthy of applause…among web performance professionals. From the perspective of your customers, that 0.4 second improvement is still not enough.

Web performance is a numbers game. As an industry, we have been focused on one set of numbers for too long. The customer experience, not the stopwatch, has to drive your company to the next level of performance maturity. To do that, you have to step off your online application train and take a cold hard look at what you deliver to your customers, alongside them down on the platform.

The one that seems to have stuck in everyone’s mind is the first of these. People have focused, quoted, and written almost exclusively about number one:

First and foremost, we believe that speed is more than a feature. Speed is the most important feature.

Strong words.

Fred has worked with Web and mobile companies for many years, so he comes at this with a modicum of experience. And for years, I would have agreed with this. But Fred goes on to describe 9 other items that don’t get the same Google-juice that this one quote does. There are probably 10 more that companies could come up with.

But a maniacal focus on speed means that in some companies, all else is tossed in order for that goal of achieving some insane, straight-line, one-dimensional goal. Some companies are likely investigating faster than light technologies to make the delivery of online applications even faster.

Can you base your entire business on having the fastest online application? What do you have to do to be fast?

Strip it down. Lose the weight, the bloat, the features. And what’s left is a powerful beast designed to do one party trick, likely at the expense of some other aspect of the business that supports the application.

If a company focuses on a few metrics, a few key indicators, they might evolve up to NASCAR, where it is not just speed, but cornering, that matters. Only left-hand corners, mind you, but corners nonetheless. Here speed is important, but is balanced against availability and consistency to ensure that a complete view of the value of the site is understood.

But is that enough? Do your customers always want to go left in your application? What happens if you are asked to allow some customers to go right? Do all of the other performance factors that you have worked on suddenly collapse?

As you can tell, growing up means that my taste in fast cars and racing forms has evolved, become more complex. Straight-line speed, followed by multi-dimensional perspectives have led me to realize that speed is only one feature.

So, if top-fuel and stock-car racing aren’t my gig, what is?

For a number of years in the 1980s and again since 2008, I have had a love of Formula One. The complexity of what these machines are trying to achieve boggles the mind.

Formula One is speed, of that there is no doubt. But there is cornering (left and right), weight distribution, brake temperature, fuel mix, traffic, uphill (and downhill, sometimes with corners!), street courses and track courses. And there are 24 answers to the same question in every race.

And then, there is a driver. In Formula One, a driver with an “inferior” car can win the day, if that inferiority is what is particularly suited to that course, in the hands of a skilled manager.

There is no doubt that like Formula One, speed is key to coming out on top. But if the organization is focused solely on speed, then your view of performance will never evolve. The key to ensuring a complete Web performance experience is a maniacal focus on a matrix of items: speed, complexity, third-parties, availability, server uptime, network reliability, design, product, supply-chain, inventory management integration, authentication, security, and on and on.

The Web application is a just that: a web. Multi-dependent factor and performance indicators that must be weighed, balanced, and prioritized to succeed. No web application, no online application, fixed or mobile, will survive without speed.

However, if speed is all you have, is that enough to keep someone coming back?

Is your organization saying that speed is all there is to performance?

Most of the time, there isn’t much to do, and the site usually responds and SJE is able to complete the task she is focused on.

Last night, however, a retailer did something that strayed into new territory. This company unwittingly affected the customer experience to such a degree that they actually destroyed the trust of a long-term customer.

This isn’t good for me, as I wear a lot of fine products from this retailer. But even in my eyes, they committed a grievous sin.

This retailer decided, for reasons that are known only to them, to delete a number of negative comments, reviews, and ratings for a product that they have for sale.

I just checked, and sure enough, all of the comments, including my wife’s very strong negative feedback about the quality, are gone.

I can think of a number of really devious and greedy reasons why a company might do this. It could also be an accident. If it was an accident, you might want to note that reviews and comments for this product were accidentally lost.

Now, if you went to a retailer and saw that your comments and reviews had been deleted, how would you feel? Would you trust that retailer ever again? What would happen if the twittering masses picked up the meme and started to add fuel to the bonfire?

A strong business, a solid design, an amazing presentation, and unrivaled delivery aren’t enough for some businesses. As a company, there is substantial effort, time, and treasure dedicated to converting visitors into customers. And it sometimes takes only one boneheaded move to turn a customer into the anti-customer.

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After some reflection and discussions with people who have been tackling this problem for longer than I have, the answer is yes, it does matter. However, synthetic Web performance measurement will not matter the way it does now. The synthetic approach will decrease in importance within fully evolved companies, organizations that have strong cultures of Web performance.

In these organizations, the questions change as the approach becomes foundational and integral to the operation of the online business. Ways of examining competition and performance improvement evolve, and the focus moves – from the perspective of We have a problem to one of of Our customers / visitors have a problem.

The Focus of Web Performance

The shift is fundamental and critical. For as long as I have been in the business, synthetic measurements have served as a proxy for customer experience. But unless you get into the browser, out to where and how the customer uses the online application, the margin of error will remain large.

The customer is not an operational issue. There is no technical fix for perceived performance.

There is no easy solution for evolving the experience of performance.

Image courtesy of james_gordon_los_angeles