Sonnet Media LLC

Category: Design Philosophy

Some Useful Stats for Thinking About Your Website

by Bud Parr on May 06, 2008

I keep up religiously with the guru of Web usability, Jakob Nielsen and while his work is mostly of interest to professionals, he often publishes tidbits good for anyone in the process of getting their site up and running.

As a Web designer/developer the biggest issues I face are the constraints of speed and space, which essentially come down to thinking about the variety of audience that my site might encounter. Here are some notes from Nielsen’s latest newsletter that speak to those constraints:

Two interesting observations from WebSiteOptimization:

(1) Over the last 5 years, the average Web page grew from 94 KB to 312 KB: a growth rate of 82%/year.

(2) Despite this obesity epidemic, observed response times for U.S. users with broadband decreased from 2.8 to 2.3 seconds per page (average across 40 big business sites) from 2006 to 2008.

My comments:

(a) First, let’s remember that almost half of the Internet users still don’t have broadband, particularly in rural areas. In fact, FarmersOnly.com explicitly decided to design for dial-up access.

(b) While 2.3 seconds is better than 2.8, it’s still 130% slower than the 1.0 seconds required for optimal user experience and a true sense of flow while navigating.

(c) In the past, big images were the largest offender, but now response times are delayed by the inclusion of ever-more external objects, code snippets, and “widgets.” Keep a lid on it. The biggest contributor to interactivity is still the ability to navigate fast and furiously.

The bold formatting is mine because I think those two points are worth keeping in mind. I often separate navigation as an entirely separate design process. Findability is everything on the Web and that’s not just search engine optimization, but how people find what you want them to on your site.