With online viewership and sales growing rapidly, enterprises are interested in understanding how they analyze performance to positively impact business metrics. Deeper insight into the user experience is needed to understand why conversions are dropping and/or bounce rates are increasing or, preferably, to understand what has been helping these metrics improve.
The digital performance management industry has evolved as application performance management companies have broadened their scope beyond synthetic testing that simulates users loading specific pages at regular intervals to include web and mobile testing, and real user monitoring (RUM). As synthetic monitoring gained popularity, performance engineers realized the variations that exist from real end users were not being captured. This led to the introduction of RUM – the process of capturing, analyzing and reporting data from a real end user’s interaction with a website. RUM has been around for more than a decade, but the technology is still in its infancy.
What features should you look for in a RUM solution?
Knowing that you need a RUM solution is the first step. The second step is identifying what features are required to meet your business needs. With a variety of solutions available in the market, identifying the must-have and the nice-to-have features is important to find the best fit.
Real-time and actionable data
Most RUM tools display insights in the dashboard for the user in near real-time. This information can be coupled with near real time tracking information from business analytics tools like Google Analytics. Performance data from RUM solutions should be cross-checked against metrics such as site visits, conversions,user location and device/browser insights. Many website operators continuously monitor any changes in the business metrics since they are indicative of problems in performance; further, it enables them to minimize false positives or isolated issues in performance.