Tags: measurement

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Tuesday, October 26th, 2021

The impoverished language of business | Clearleft

A good post by Andy on “the language of business,” which is most cases turns out to be numbers, numbers, numbers.

While it seems reasonable and fair to expect a modicum of self-awareness of why you’re employed and what business value you drive in the the context of the work you do, sometimes the incessant self-flagellation required to justify and explain this to those who hired you may be a clue to a much deeper and more troubling question at the heart of the organisation you work for.

This pairs nicely with the Clearleft podcast episode on measuring design.

Thursday, October 7th, 2021

My Challenge to the Web Performance Community — Philip Walton

I’ve noticed a trend in recent years—a trend that I’ve admittedly been part of myself—where performance-minded developers will rebuild a site and then post a screenshot of their Lighthouse score on social media to show off how fast it is.

Mea culpa! I should post my CrUX reports too.

But I’m going to respectfully decline Phil’s advice to use any of the RUM analytics providers he recommends that require me to put another script element on my site. One third-party script is one third-party script too many.

Thursday, June 10th, 2021

Doing the right thing for the wrong reasons

I remember trying to convince people to use semantic markup because it’s good for accessibility. That tactic didn’t always work. When it didn’t, I would add “By the way, Google’s searchbot is indistinguishable from a screen-reader user so semantic markup is good for SEO.”

That usually worked. It always felt unsatisfying though. I don’t know why. It doesn’t matter if people do the right thing for the wrong reasons. The end result is what matters. But still. It never felt great.

It happened with responsive design and progressive enhancement too. If I couldn’t convince people based on user experience benefits, I’d pull up some official pronouncement from Google recommending those techniques.

Even AMP, a dangerously ill-conceived project, has one very handy ace in the hole. You can’t add third-party JavaScript cruft to AMP pages. That’s useful:

Beleaguered developers working for publishers of big bloated web pages have a hard time arguing with their boss when they’re told to add another crappy JavaScript tracking script or bloated library to their pages. But when they’re making AMP pages, they can easily refuse, pointing out that the AMP rules don’t allow it. Google plays the bad cop for us, and it’s a very valuable role.

AMP is currently dying, which is good news. Google have announced that core web vitals will be used to boost ranking instead of requiring you to publish in their proprietary AMP format. The really good news is that the political advantage that came with AMP has also been ported over to core web vitals.

Take user-hostile obtrusive overlays. Perhaps, as a contientious developer, you’ve been arguing for years that they should be removed from the site you work on because they’re so bad for the user experience. Perhaps you have been met with the same indifference that I used to get regarding semantic markup.

Well, now you can point out how those annoying overlays are affecting, for example, the cumulative layout shift for the site. And that number is directly related to SEO. It’s one thing for a department to over-ride UX concerns, but I bet they’d think twice about jeopardising the site’s ranking with Google.

I know it doesn’t feel great. It’s like dealing with a bully by getting an even bigger bully to threaten them. Still. Needs must.

Tuesday, April 20th, 2021

Numbers

Core web vitals from Google are the ingredients for an alphabet soup of exlusionary intialisms. But once you get past the unnecessary jargon, there’s a sensible approach underpinning the measurements.

From May—no, June—these measurements will be a ranking signal for Google search so performance will become more of an SEO issue. This is good news. This is what Google should’ve done years ago instead of pissing up the wall with their dreadful and damaging AMP project that blackmailed publishers into using a proprietary format in exchange for preferential search treatment. It was all done supposedly in the name of performance, but in reality all it did was antagonise users and publishers alike.

Core web vitals are an attempt to put numbers on user experience. This is always a tricky balancing act. You’ve got to watch out for the McNamara fallacy. Harry has already started noticing this:

A new and unusual phenomenon: clients reluctant (even refusing) to fix performance issues unless they directly improve Vitals.

Once you put a measurement on something, there’s a danger of focusing too much on the measurement. Chris is worried that we’re going to see tips’n’tricks for gaming core web vitals:

This feels like the start of a weird new era of web performance where the metrics of web performance have shifted to user-centric measurements, but people are implementing tricky strategies to game those numbers with methods that, if anything, slightly harm user experience.

The map is not the territory. The numbers are a proxy for user experience, but it’s notoriously difficult to measure intangible ideas like pain and frustration. As Laurie says:

This is 100% the downside of automatic tools that give you a “score”. It’s like gameification. It’s about hitting that perfect score instead of the holistic experience.

And Ethan has written about the power imbalance that exists when Google holds all the cards, whether it’s AMP or core web vitals:

Google used its dominant position in the marketplace to force widespread adoption of a largely proprietary technology for creating websites. By switching to Core Web Vitals, those power dynamics haven’t materially changed.

We would do well to remember:

When you measure, include the measurer.

But if we’re going to put numbers to user experience, the core web vitals are a pretty good spread of measurements: largest contentful paint, cumulative layout shift, and first input delay.

(If you prefer using initialisms, remember that CFP is Certified Financial Planner, CLS is Community Legal Services, and FID is Flame Ionization Detector. Together they form CWV, Catholic War Veterans.)

Friday, March 12th, 2021

The Performance Inequality Gap, 2021 - Infrequently Noted

Developers, particularly in Silicon Valley firms, are definitionally wealthy and enfranchised by world-historical standards. Like upper classes of yore, comfort (“DX”) comes with courtiers happy to declare how important comfort must surely be. It’s bunk, or at least most of it is.

As frontenders, our task is to make services that work well for all, not just the wealthy. If improvements in our tools or our comfort actually deliver improvements in that direction, so much the better. But we must never forget that measurable improvement for users is the yardstick.

Monday, December 14th, 2020

Cloudflare’s privacy-first Web Analytics is now available for everyone

Cloudfare’s alternative to Google Analytics is now available—for free—regardless of whether your a Cloudflare customer or not:

Being privacy-first means we don’t track individual users for the purposes of serving analytics. We don’t use any client-side state (like cookies or localStorage) for analytics purposes. Cloudflare also doesn’t track users over time via their IP address, User Agent string, or any other immutable attributes for the purposes of displaying analytics — we consider “fingerprinting” even more intrusive than cookies, because users have no way to opt out.

Monday, November 16th, 2020

The Core Web Vitals hype train

Goodhart’s Law applied to Google’s core web vitals:

If developers start to focus solely on Core Web Vitals because it is important for SEO, then some folks will undoubtedly try to game the system.

Personally, my beef with core web vitals is that they introduce even more uneccessary initialisms (see, for example, Harry’s recent post where he uses CWV metrics like LCP, FID, and CLS—alongside TTFB and SI—to look at PLPs, PDPs, and SRPs. I mean, WTF?).

Monday, July 27th, 2020

Is my host fast yet?

This is an interesting project to try to rank web hosts by performance:

Real-world server response (Time to First Byte) latencies, as experienced by real-world users navigating the web.

Friday, May 8th, 2020

Designing for Progressive Disclosure by Steven Hoober

Progressive disclosure interface patterns categorised and evaluated:

  • popups,
  • drawers,
  • mouseover popups (just say no!),
  • accordions,
  • tabs,
  • new pages,
  • scrolling,
  • scrolling sideways.

I really like the hypertext history invoked in this article.

The piece finishes with a great note on the MacNamara fallacy:

Everyone thinks metrics let us measure results. But, actually, they don’t. They measure only what they are measuring. Engagement, for example, is not something that can be measured, so we use an analogue for it. Time on page. Or clicks.

We often end up measuring what is quick, cheap, and easy to measure. Therefore, few organizations regularly conduct usability testing or customer-satisfaction surveys, but lots use analytics.

Even today, organizations often use clicks as a measure of engagement. So, all too often, they design user interfaces to generate clicks, so the system can measure them.

Monday, February 24th, 2020

Web bloat

Pages are often designed so that they’re hard or impossible to read if some dependency fails to load. On a slow connection, it’s quite common for at least one depedency to fail.

Fire up Reader Mode and read this excellent article informed by data from using a typically slow connection in rural USA today. Two findings are:

  1. A large fraction of the web is unusable on a bad connection. Even on a good (0% packetloss, no ping spike) dialup connection, some sites won’t load.
  2. Some sites will use a lot of data!

Saturday, February 15th, 2020

CrUX.RUN

This is so useful! Get instant results from Google’s Chrome User Experience Report without having to wait (or pay) for BigQuery.

Here’s an example of my site’s metrics over the last few months, complete with nice charts.

Friday, January 10th, 2020

Performance Budgets, Pragmatically – CSS Wizardry

Smart advice from Harry on setting performance budgets:

They shouldn’t be aspirational, they should be preventative … my suggestion for setting a budget for any trackable metric is to take the worst data point in the past two weeks and use that as your limit

Thursday, December 12th, 2019

How readable—Findings

The results are in for Daniel van Berzon’s most recent experiment into accurately measuring code readability. You can read the results and read about the methodology behind them.

Friday, October 18th, 2019

Quitting Analytics

What over a decade of number-crunching analytics has taught me is that spending an hour writing, sharing, or helping someone is infinitely more valuable than spending that hour swimming through numbers. Moreover, trying to juice the numbers almost invariably divorces you from thinking about customers and understanding people. On the surface, it seems like a convenient proxy, but it’s not. They’re just numbers. If you’re searching for business insights, talking to real people beats raw data any day. It’s not as convenient, but when is anything worth doing convenient?

Wednesday, July 3rd, 2019

How Google Pagespeed works: Improve Your Score and Search Engine Ranking

Ben shares the secret of SEO. Spoiler: the villain turns out to be Too Much JavaScript. Again.

Time to Interactive (TTI) is the most impactful metric to your performance score.

Therefore, to receive a high PageSpeed score, you will need a speedy TTI measurement.

At a high level, there are two significant factors that hugely influence TTI:

  • The amount of JavaScript delivered to the page
  • The run time of JavaScript tasks on the main thread

Thursday, June 6th, 2019

Have we reached Peak Data?

Matt’s publishing a newsletter on the past, present, and future of tracking:

The last 100 years have been a journey to see how to measure ghosts - how to measure the invisible audiences at the end of technological distribution networks. With every decade, these ghosts have come more and more into focus, ending with a the last ten years of social media and digital advertising that has created unimaginable amounts of data about everything we see, read, click and like.

He sees the pendulum swinging the other way now …for those who can afford it:

If there’s one constant in the economics of audience data over the last 100 years, is that we only get free services if we pay for them with our attention. This has been true for commercial radio and television, free newspapers, mobile games and digital content. If we want privacy, we have to pay for it, and not everyone can afford this. Will the right to become a ghost only be for the people with money to buy premium products?

Monday, May 20th, 2019

Web Bloat Score Calculator

Page web bloat score (WebBS for short) is calculated as follows:

WebBS = TotalPageSize / PageImageSize

Yes, this is a tongue-in-cheek somewhat arbitrary measurement, but it’s well worth reading through the rationale for it.

How can the image of a page be smaller than the page itself?

Tuesday, May 7th, 2019

Test the impact of ads and third party scripts

This is a very useful new feature in Calibre, the performance monitoring tool. Now you can get data about just how much third-party scripts are affecting your site’s performance:

The best way of circumventing fear and anxiety around third party script performance is to capture metrics that clearly articulate their performance impact.

Saturday, March 9th, 2019

Performance Budgets That Stick - TimKadlec.com

I like Tim’s definition here:

A performance budget is a clearly defined limit on one or more performance metrics that the team agrees not to exceed, and that is used to guide design and development.

And I agree about the four attributes required for a performance budget to succeed. It must be:

  1. Concrete
  2. Meaningful
  3. Integrated
  4. Enforceable

The point is not to let the performance budget try to stand on its own, somewhere hidden in company documentation collecting dust. You need to be proactive about making the budget become a part of your everyday work.

Saturday, November 17th, 2018

New kilogram standard: how the SI unit of mass is being redefined - Vox

A fascinating look at standards in the real world. In this case, it’s the kilogram, which is shedding its French Revolutionary roots in favour of the Planck constant.

Our messy human measurements have transcended their messy humanness; they have been melded with an eternal truth.

Mention of The Master Of The Kilogram reminded me of The Keeper Of Time.