Web and application measurement

Transform large, disordered data sets into insights that inform critical decision-making. We'll help you evaluate reach and frequency, audience overlap, geographic analysis, and more.

This tool allows us to evaluate the performance and acceptance of online platforms. Analyzing the scope and frequency of user interactions provides companies with a detailed understanding of how their content and services impact the audience, making it easier to evaluate marketing strategies and identify areas for improvement and opportunities for growth.

Understanding audience overlap helps maximize the effectiveness of campaigns and promotional efforts. Web and application measurement makes it possible to identify patterns and behaviors shared between user segments, allowing the personalization of content, optimization of experiences and accurate orientation. In addition, geographical analysis provides a perspective on the geographical distribution of interest and demand, facilitating strategic decisions in the expansion of markets, adaptation of regional strategies and efficient allocation of resources. The transformation of data into actionable insights, through advanced analysis and the identification of trends, empowers organizations to make informed decisions backed by solid data.

Web performance being the objective measure and the perceived user experience of a website or application, it includes the following areas:

• Reduce overall load time: How long do the files needed to render the website and download them to the user's computer take? This tends to be affected by reaction time, file size, number of files, and other additional factors. A general strategy is to make files as small as possible, reduce the number of HTTP requests made as much as possible, and employ intelligent upload techniques (such as preloading) to make files available sooner.
• Making the site usable as soon as possible: This basically means loading the website's resources in a reasonable order so that the user can start using it very quickly. Any other resource can continue to load in the background while the user continues with their main tasks, and sometimes resources are only loaded when they are actually needed (this is called deferred loading). The measure of how long it takes for a site to reach a usable start after it has started to load is called time to interact.
• Smoothness and interactivity: Is the application reliable and pleasant to use? Is the movement smooth? Are the buttons clickable? Do pop-ups open quickly and animate softly as they do so? There are many practices to consider to make applications feel fluid, for example, using CSS animations instead of JavaScript for animation and minimizing the amount of repainting required by the user interface due to changes in the DOM.
• Perceived performance: How a user perceives their performance is as important, or perhaps more, than any objective statistic, but it's subjective and not as easily measurable. Perceived performance is the user's perspective, not a metric. Even if an operation is going to take a long time (due to reaction time or whatever), it is possible to keep the user interested while waiting by showing them a load wheel or a series of useful tips and advice.
• Performance measurements: Web performance involves measuring the real and perceived speeds of an application, optimizing it when possible, and then monitoring performance to ensure that what you have optimized remains optimized.

How is the content represented?

To understand web performance, the problems behind it and the main subject areas, you should consider some details about how browsers work. This includes:

How the browser works: When you request a URL and press Enter/Return, the browser discovers where the server that contains the files of that website is, establishes a connection with it and requests the files.

Source order: The source order of the HTML index file can significantly affect performance. The download of additional linked assets from the index file is generally sequential, depending on the order of origin, but this can be manipulated and should definitely be optimized, considering that some resources block additional downloads until their content is analyzed and executed.

The critical path: This is the process that the browser uses to build the web document once the files have been downloaded from the server. The browser follows a set of well-defined steps and optimizing the critical representation path to prioritize the viewing of content related to the user's current action will lead to significant improvements in the rendering time of the content.

The document object model or DOM: It is a tree structure that represents the content and elements of the HTML as a tree of nodes. This includes all the HTML attributes and the relationships between the nodes. Extensive manipulation of the DOM after pages have loaded (for example, adding, removing, or moving nodes) can affect performance, so it's worth understanding how the DOM works and how such problems can be mitigated.

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Adopting our web and application measurement services not only provides access to advanced tools, but also to an insightful understanding of digital performance. From content impact assessment to continuous optimization, we offer a comprehensive solution that ensures an exceptional user experience and measurable results.