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How Fast Is Fast Enough?
@tammyeverts
#PerfNow
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¯\_(ツ)_/¯
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Fast is magical.
Catherine Jue, Co-founder at Kernel
catherinejue.com/fast
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Fast is magical.
Fast eliminates cognitive friction. Raycast surfacing the right
application before you finish typing feels like an extension of your
mind. Superhuman's sub-100ms rule—plus their focus on
keyboard shortcuts—changed the email game in a way that no
one's been able to replicate, let alone beat. I recently used Mercury
to pay another business that uses Mercury, and its instant settle felt
surprising in a world where bank transfers usually take days.
Catherine Jue, Co-founder at Kernel
catherinejue.com/fast
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Fast is magical.
Fast eliminates cognitive friction. Raycast surfacing the right
application before you finish typing feels like an extension of your
mind. Superhuman's sub-100ms rule—plus their focus on
keyboard shortcuts—changed the email game in a way that no
one's been able to replicate, let alone beat. I recently used Mercury
to pay another business that uses Mercury, and its instant settle felt
surprising in a world where bank transfers usually take days.
No one praises these tools explicitly for their speed.
Catherine Jue, Co-founder at Kernel
catherinejue.com/fast
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Fast is magical.
Fast eliminates cognitive friction. Raycast surfacing the right
application before you finish typing feels like an extension of your
mind. Superhuman's sub-100ms rule—plus their focus on
keyboard shortcuts—changed the email game in a way that no
one's been able to replicate, let alone beat. I recently used Mercury
to pay another business that uses Mercury, and its instant settle felt
surprising in a world where bank transfers usually take days.
No one praises these tools explicitly for their speed.
They just feel magical.
Catherine Jue, Co-founder at Kernel
catherinejue.com/fast
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Fast is pragmatic.
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Fast is pragmatic.
You should make your site fast enough to improve
business metrics like bounce rate and conversion rate.
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Fast is pragmatic.
You should make your site fast enough to improve
business metrics like bounce rate and conversion rate.
“If there’s no ROI,
there’s no point in making pages faster.”
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Pragmatic vs Magical
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Pragmagical?
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@tammyeverts.com
/tammyeverts
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pragmatic
magical
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pragmatic
magical
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Who are you trying to please?
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Who are you trying to please?
Your boss?
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Who are you trying to please?
Your boss?
Google?
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Who are you trying to please?
Your boss?
Google?
Your users?
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Your boss*
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Your boss*
*the Very Important Person who sent you here
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“We’re so cool,
we don’t need
to worry about
site speed.”
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Luckily, we can test
that assumption!
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1. Slow site = fewer conversions
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1. Slow site = fewer conversions
2. Slow site = fewer return visits
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1.1 second Largest Contentful Paint (LCP)
6.2% conversion rate
speedcurve.com/blog/site-speed-business-correlation/
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speedcurve.com/blog/web-performance-plateau/
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speedcurve.com/blog/site-speed-business-correlation/
1.1 second is your GOAL
2.8 seconds is your THRESHOLD
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1. There’s no “one size fits all” correlation
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1. There’s no “one size fits all” correlation
2. If your metrics stay on the performance
plateau, your business metrics don’t
change
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Google
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speedcurve.com/web-performance-guide/get-started-with-core-web-vitals/
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“We highly recommend site owners achieve good Core
Web Vitals for success with Search and to ensure a great
user experience generally. This, along with other page
experience aspects, aligns with what our core ranking
systems seek to reward.”
developers.google.com/search/docs/appearance/core-web-vitals
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Google thresholds
≠
Your business thresholds
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contentsquare.com/blog/interaction-to-next-paint/
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200ms is “good” INP for Google
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200ms is “good” INP for Google
speedcurve.com/blog/INP-user-experience-correlation/
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speedcurve.com/blog/INP-user-experience-correlation/
200ms is “good” INP for Google
50ms
150ms
???
150ms
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Your users
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Metrics
≠ Feelings
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People spending a long time on a web page
or clicking on many links and visiting many pages
can indicate that they're engaged…
Kara Pernice
President & CEO of Nielsen Norman Group
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People spending a long time on a web page
or clicking on many links and visiting many pages
can indicate that they're engaged…
Kara Pernice
President & CEO of Nielsen Norman Group
or totally lost.
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People spending a long time on a web page
or clicking on many links and visiting many pages
can indicate that they're engaged…
Kara Pernice
President & CEO, Nielsen Norman Group
A usability test might show us why the user is engaged
or having trouble.
or totally lost.
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People spending a long time on a web page
or clicking on many links and visiting many pages
can indicate that they're engaged…
Kara Pernice
President & CEO of Nielsen Norman Group
A usability test might show us why the user is engaged
or having trouble. This is why I think of usability tests
and site analytics as a perfect pairing for user research .
or totally lost.
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Engagement tasks vs Productivity tasks
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Engagement tasks vs Productivity tasks
Open ended, absorbing,
potentially lengthy
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Engagement tasks vs Productivity tasks
Open ended, absorbing,
potentially lengthy
Higher tolerance for waiting
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Engagement tasks vs Productivity tasks
Open ended, absorbing,
potentially lengthy
Higher tolerance for waiting
e.g., researching a trip
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Engagement tasks vs Productivity tasks
Fast completion of specific
outputs
Open ended, absorbing,
potentially lengthy
Higher tolerance for waiting
e.g., researching a trip
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Engagement tasks vs Productivity tasks
Fast completion of specific
outputs
Lower tolerance for waiting
Open ended, absorbing,
potentially lengthy
Higher tolerance for waiting
e.g., researching a trip
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Engagement tasks vs Productivity tasks
Fast completion of specific
outputs
Lower tolerance for waiting
e.g., administering your trip
Open ended, absorbing,
potentially lengthy
Higher tolerance for waiting
e.g., researching a trip
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Same person, metrics, clicks, time on site…
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Same person, metrics, clicks, time on site…
Different user experience
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One slow step can make the whole journey feel slow
Sander van Surksum
Founder of Iron/Out
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Creating flow
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“…a state in which people are so involved
in an activity that nothing else seems to matter;
Mihály Csíkszentmihályi
Flow: The Psychology of Optimal Experience (1990)
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“…a state in which people are so involved
in an activity that nothing else seems to matter;
the experience is so enjoyable that people
will continue to do it even at great cost,
for the sheer sake of doing it”
Mihály Csíkszentmihályi
Flow: The Psychology of Optimal Experience (1990)
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Creating flow
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Faking flow
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“We want you to be able to flick
from one page to another as quickly
as you can flick a page on a book.
Urs Hölzle
Google Fellow
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“We want you to be able to flick
from one page to another as quickly
as you can flick a page on a book.
So, we’re really aiming very, very high here… at
something like 100 milliseconds .”
Urs Hölzle
Google Fellow
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pragmatic
magical
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pragmatic
unique to
your site
magical
100ms
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Pragmagical
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Know who you’re trying to please
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Know who you’re trying to please
Know why users are on your site (engagement or productivity?)
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Know who you’re trying to please
Know why users are on your site (engagement or productivity?)
Identify the right metrics and thresholds
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Know who you’re trying to please
Know why users are on your site (engagement or productivity?)
Identify the right metrics and thresholds
Meet your targets and mitigate regressions ASAP
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Know who you’re trying to please
Know why users are on your site (engagement or productivity?)
Identify the right metrics and thresholds
Meet your targets and mitigate regressions ASAP
Never stop monitoring
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Know who you’re trying to please
Know why users are on your site (engagement or productivity?)
Identify the right metrics and thresholds
Meet your targets and mitigate regressions ASAP
Never stop monitoring
Do usability testing to avoid false assumptions
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Know who you’re trying to please
Know why users are on your site (engagement or productivity?)
Identify the right metrics and thresholds
Meet your targets and mitigate regressions ASAP
Never stop monitoring
Do usability testing to avoid false assumptions
And most important…
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Always err on the side
of creating an experience
that isn’t just tolerable…
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Always err on the side
of creating an experience
that isn’t just tolerable…
It’s delightful.
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Thank you! :)
@tammyeverts.com
/tammyeverts