black friday brazil 2013 web performance metrics
DESCRIPTION
Report containing synthetic web performance metrics for Black Friday Brazil 2013 taken from data center, last mile and mobile devices. Data is from 49 e-commerce sites in Brazil.TRANSCRIPT
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BRAZiLweb performance metrics
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49494949Brazil ecommerce sites
5555
3333data centers
4444mobile carriers
1111K+K+K+K+last mile
agentspurchasetransactions
Key take away points32% average page load time increase during Black Friday Brazil 2013.
Average homepage page load times by network access technology:
Data Center (Backbone) 9 seconds
Last Mile (Cable, DSL, Wi-Fi) 15 seconds
Mobile cellular (3G) 22 seconds
32% Baseline average page load time increase between Black Friday Brazil 2012 & 2013
96% availability during Black Friday Brazil 2013
24 seconds peak third party content (Facebook)
Some sites implemented wait queue’s during peak usage times, using custom error screens
Last Mile:
Slowest state: Amapa 30 sec.
Fastest state: Acre 8.5 sec.
BRAZIL BLACK FRIDAY 2013 web performance metrics
secondsBackbone
averageresponse time9999
aggregated
by site
Fastest site: 1.84s
Slowest site: 16.97s
BRAZIL BLACK FRIDAY 2013 web performance metrics
range: 28 Nov 9AM - 30 Nov 2AM @ 30min interval
% Backboneavailability9999
9999
aggregated
by site
Highest availability: 100%
Lowest availability: 70.83%
range: 28 Nov 9AM - 30 Nov 2AM @ 30min interval
BRAZIL BLACK FRIDAY 2013 web performance metrics
increase in average page load times on Nov 29
from previous week
32323232cumulative
average
%Black Friday seems to have started
earlier this year, registering a spike
on Monday November 25th.
increase in
response time
range: 22 November 9AM through 30 November 9AM 1 week prior
BRAZIL BLACK FRIDAY 2013 web performance metrics
was November 23rd
Black Friday 2013
Black Friday 2012
35353535% Reduction in page peak times:
2012 peak of 80 seconds
2013 peak of 52 seconds
BRAZIL BLACK FRIDAY 2013 web performance metrics
range: Back Friday 2012 and 3 days before, 3 days after
range: Back Friday 2013 and 3 days before, 3 days after
2013 average
(+3 days before/after Black Friday):
7.800 seconds
The peaks are lower but the baseline
is higher by about 2 seconds
2012 average
(+3 days before/after Black Friday):
5.871 seconds
The peaks are higher by
about 3 seconds but the baseline is
lower
32323232% Increase in average baseline
Page load times
Black Friday 2013
Black Friday 2012
BRAZIL BLACK FRIDAY 2013 web performance metrics
sec.Mobile
averageresponse time22222222
Remember, users are expecting the same
response times for mobile as for PC’s
BRAZIL BLACK FRIDAY 2013 web performance metrics
range: 28 Nov 9AM - 30 Nov 2AM @ 30min interval
range: 28 Nov 9AM - 30 Nov 2AM @ 1hr interval
sec.Last Mileaverage
response time15151515
BRAZIL BLACK FRIDAY 2013 web performance metrics
cumulative
average range: 28 Nov 9AM - 30 Nov 2AM @ 1hr intervalSite homepage only
single site homepage avg. response time
single site homepage page weight
BRAZIL BLACK FRIDAY 2013 web performance metrics
range: 28 Nov 9AM - 30 Nov 2AM @ 1 hr interval
Backbone vs Last Mile vs Mobile comparison:
Third party components: FACEBOOK (including Akamaized content)
sec.3rd Party peakresponse time24242424
BRAZIL BLACK FRIDAY 2013 web performance metrics
range: 28 Nov 9AM - 30 Nov 2AM @ 30min interval
Detail Friday November 29, starting 28 Nov 9AM through November 30 2AM
Backbone
Wait queue’s implemented
between 1 and 8AMFirst peak: midnight Nov 29
Last peak 9PM Nov 29
BRAZIL BLACK FRIDAY 2013 web performance metrics
cumulative
average range: 28 November 9AM through 30 November 2AM @ 30min interval
CROWD Controlimplementation of wait lines queues
page weight changed during maximum utilization
displaying “wait in queue” messages
availability drops at the same time
response time
page weight
availability
BRAZIL BLACK FRIDAY 2013 web performance metrics
one mobile formatted site web page (not native app) in São Paulo
Mobile average response time & availability
BRAZIL BLACK FRIDAY 2013 web performance metrics
response time by carrier
Availability by carrier
BRAZIL BLACK FRIDAY 2013 web performance metrics
Site behaviorScreen Captures
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Server errorsScreenshots of errors encountered by different sites during Black Friday, this is what the end
users would have seen. Providing custom error screens with better explanations can help.
BRAZIL BLACK FRIDAY 2013 web performance metrics
Server errorsScreenshots of application exception errors encountered during Black Friday on different sites.
These errors can be further analyzed and prevented with an internal APM monitoring tool.
BRAZIL BLACK FRIDAY 2013 web performance metrics
Network errors: Screenshots of what users would see on their browsers when
encountering network errors, like DNS and timeouts. These
were captured during Black Friday.
BRAZIL BLACK FRIDAY 2013 web performance metrics
Instead of generic (or none) error messages like this:
Error Messages
BRAZIL BLACK FRIDAY 2013 web performance metrics
or minimalistic like this:
Some sites provided visitors with informative custom messages:
BRAZIL BLACK FRIDAY 2013 web performance metrics
Error Messages
RICARDOELETRO
Page was not displayed correctly, showing just text and images with
no style sheet.
BRAZIL BLACK FRIDAY 2013 web performance metrics
sample error screen captured of site during Black Friday
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WALMART.com.br
Many product images loading at the same time.
When there’s low response time this will make the page
seem empty, users might hesitate taking next step.
BRAZIL BLACK FRIDAY 2013 web performance metrics
sample error screen captured of site during Black Friday
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LEADER
After several seconds the page still shows “loading” message.
Is the page ready?
BRAZIL BLACK FRIDAY 2013 web performance metrics
sample error screen captured of site during Black Friday
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FAST Shop
Same issue as seen in other pages, no style sheet, just raw images
and text. Makes site appear longer than it really is, more scrolling
needed by user to find items.
BRAZIL BLACK FRIDAY 2013 web performance metrics
sample error screen captured of site during Black Friday
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EXTRA
Page missing style sheet, just showing images and text.
This forces the user to reload page, retry later.
Most will not scroll down this very long page.
BRAZIL BLACK FRIDAY 2013 web performance metrics
sample error screen captured of site during Black Friday
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DI SANTINNI
BRAZIL BLACK FRIDAY 2013 web performance metrics
Another example of missing style sheet, site just showing images
and text, forcing user to reload page. There’s a risk of the user
actually abandoning the page and going elsewhere.
sample error screen captured of site during Black Friday
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POLISHOP
Heavy content like videos takes much longer to load and
will give the appearance of the page not being ready.
BRAZIL BLACK FRIDAY 2013 web performance metrics
sample error screen captured of site during Black Friday
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COLOMBO
Heavy flash content takes longer to load.
Take into account size and load time of this type of
Component, is it really worth the hit in performance?
BRAZIL BLACK FRIDAY 2013 web performance metrics
sample error screen captured of site during Black Friday
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CASA E VIDEO
BRAZIL BLACK FRIDAY 2013 web performance metrics
Some images missing at the bottom of the page,
in this specific example nothing significant lost.
sample error screen captured of site during Black Friday
com
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ima
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PONTOFRIO
BRAZIL BLACK FRIDAY 2013 web performance metrics
Too many item images loading at the same time
if the server where these images reside is slow, it
will slow the entire page. This can make a user
abandon the page, check response times for
image components.
sample error screen captured of site during Black Friday
com
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eb
pa
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ima
ge
AMAZON.com.br
BRAZIL BLACK FRIDAY 2013 web performance metrics
Application accessing visitor history, potential
bottleneck that can slow down page load time.
Is it really needed if you’re not logged in yet?
sample error screen captured of site during Black Friday
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� Blank space, nothing displayed
takes too long to load �
PASSARELA
BRAZIL BLACK FRIDAY 2013 web performance metrics
sample error screen captured of site during Black Friday
BRAZIL BLACK FRIDAY 2013 web performance metrics
purchasetransaction& Last Mile
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Site A Site B Site C Site D Site E
Number of steps 10 9 9 8 8
Typical steps are:
Homepage
Search
View product detail
Purchase / warranty info
Login
Confirm ship-to address
Payment method
- Back to shopping cart
- Empty shopping cart
- Exit
- ( the last three steps are necessary to replenish product stock )
BRAZIL BLACK FRIDAY 2013 web performance metrics
Purchase transaction steps
Just measuring the performance of an e-commerce homepage will not give you a complete
picture of the user experience. That’s why a full purchase script was recorded for 5 top sites
that would give us more insight into specific steps, for example the login – where the site
has to check the user db, authenticate it via SSL/HTTPS – this touches different elements of
the infrastructure.
For all steps of purchase script from last mile locations in all of Brazil:
Average response times from last mile
BRAZIL BLACK FRIDAY 2013 web performance metrics
Average response time for login step (different step # on scripts)
Average response time for step 1 on all sites, homepage
BRAZIL BLACK FRIDAY 2013 web performance metrics
Average response time for step 2 on all sites, search for same product
Average response time for step 3 on all sites, show product detail
Average response time by Brazil state, homepage only
Last Mile measurements
BRAZIL BLACK FRIDAY 2013 web performance metrics
Average throughput by Brazil state, homepage only
Last Mile measurements
BRAZIL BLACK FRIDAY 2013 web performance metrics
BRAZIL BLACK FRIDAY 2013 web performance metrics
NetworkComponents
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As expected, First byte times are the major contributor to the increases in response times.
This is the time it takes the infrastructure of the site to send the first byte of content back to
the client, this includes Web, App and Database servers as well as network devices.
Proper load-testing can help identify weak areas within the infrastructure prior to a big
calendar event. Ideally, 1st byte response times should remain flat even with increased load.
Network component times
BRAZIL BLACK FRIDAY 2013 web performance metrics
cumulative
SSL encryption connection times
were also stable.
Network connection times stable
throughout the day, ISP’s did a good
job by providing sufficient bandwidth
DNS times increased slightly after initial peak
Other network component times
BRAZIL BLACK FRIDAY 2013 web performance metrics
cumulative
Page weightExtremely heavy pages, 4MB and 3MB!
Some sites had as many as 70 hosts just on their homepage, this means a lot of
third party content and tags that slow down page load times.
# of Hosts
BRAZIL BLACK FRIDAY 2013 web performance metrics
metrics collected using Compuware synthetic monitoring
Backbone: Terremark / Verizon (SP), Level3 (SP), Alog (RJ)Last Mile, over 1K agents available throughout Brazil
Mobile 3G networks: Claro, Vivo, Oi, TIM
purchase transactions recorded using the Compuware Gomez Recordererror screens captured using SCoE (Screen Capture on Error)
Ricardo Aguilera, December 2, 2013
for more information contact: [email protected]
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