Optimising for website speed & page experience is crucial for good UX, search ranking and conversion rates.
Your business benefits
A strategy that is often overlooked, website page speed and Google’s Core Web Vitals optimisation. Without ensuring that your website loads quickly for visitors you will lose conversions. And Google ranks pages with poor Core Web Vital scores lower in search results. This will ultimately result in revenue loss.
Higher Conversion Rates
To put it simply, your conversion rate is the percentage of visitors to your website or landing page that convert (do what you want them to do). Depending on your business goals this can mean different things (purchases, subscriptions, user registrations, form submissions, ….).
A one-second delay in page load time will drop your conversion rate by ~7%.
This means that if your webshop drives €20.000 in sales each day you will lose over €500.000 in revenue in a year.
Improved Search Ranking
Google is not only recommending good web practices and encouraging better performing websites. They are demanding it with Page Experience metrics, which includes mobile-friendliness, HTTPS, Core Web Vitals, security and accessibility.
From mid-June 2021 Google takes Page Experience scores into account for their search ranking algorithms.
This means that websites with lower Page Experience scores will be ranked lower.
What can I do for you?
A performance audit of your current situation that helps to uncover problems and points of improvement.
An actionable report with feedback, recommendations and a prioritised list to help you decide what tasks to focus on and implement first.
Implementation of the recommended changes which can include image compression and optimisation, CDN setup and configuration, hosting transfer, optimising website code, setup and configuring caching, ….
Continuously testing during the implementation process to see the impact of the changes and adjust if necessary to make sure you get the optimal results.
Does page load speed really matter?
The short answer: yes
What is page load time?
Website load time or page load time refers to how long it takes for a website, or web page to fully load and appear on screen. Many different factors have an impact on how fast a page loads.
You could be questioning whether or not shaving a few (milli)seconds of your website’s page load time really has an impact on your business. Here are some statistics to help to understand the importance of good page loading speeds.
Did you know?
The first 5 seconds of a page-load time have the highest impact on conversion rates.
More than half of overall web traffic comes from mobile, however the average web page takes 87.84% longer to load on mobile than desktop.
Website conversion rates drop 7% for each additional second a page takes to load.
A 0.1-second improvement of mobile site speed increases conversion rates by 8.4% for retail sites and 10.1% for travel sites.
Over 50% of visitors leave a page that takes longer than 3 seconds to load.
70% of customers say site speed impacts their purchasing decisions.
Page Experience and Web Vitals
Core Web Vitals are the subset of metrics that are part of Google’s page experience score. It’s Google’s effort to focus more attention on creating faster and more user-centric websites.
With Google now penalizing search ranking for websites with bad Web Vitals scores, they basically force every website owner to keep this on top of mind.
Core Web Vitals
Each of the Core Web Vitals represents a distinct facet of the user experience, is measurable in the field, and reflects the real-world experience of a critical user-centric outcome. Google stated that the metrics that make up Core Web Vitals will evolve over time and therefore you should monitor them on a regular basis. Currently there are 4 important metrics:
- Largest Contentful Paint (LCP) measures perceived load speed. it marks the point in the page load timeline when the page’s main content has likely loaded.
- First Contentful Paint (FCP) measures perceived load speed. It marks the first point in the page load timeline where the user can see anything on the screen.
- First Input Delay (FID) measures load responsiveness. It quantifies the experience users feel when trying to interact with unresponsive pages.
- Cumulative Layout Shift (CLS) measures visual stability. It helps quantify how often users experience unexpected layout shifts.
How do I monitor
You can measure your page speed and web vitals via online tools like GTmetrix, Pingdom, generate a Lighthouse report in Google Chrome developer console or test your site on web.dev, Google’s website dedicated to page experience.
Google Search Console also continuously monitors Page Experience, Core Web Vitals and Mobile Usability. They can be viewed in the Experience tab of the Search Console menu.