Web Performance: What you need to know

min read

Let’s talk about what web performance is and why it can help increase traffic to your website.

Web performance is all about making websites run smoothly, including making slow processes seem fast.

When you scroll through your website, do the load images fast and effortlessly? Are you presented with a blank screen at first? Do elements jump around? Can you easily click on buttons without accidentally clicking something else?

If not, then you may have a low web performance score and one way we can test this, is with handy tools from Google – PageSpeed Insights or Web.Dev Measure tool.

Try entering your website address and see what score they give you.

Core Web Vitals

Web performance is a key part of Google’s Web Core Vitals. Web Core Vitals are ranking factors that will be able to measure user experience and make it comparable to every other site available.

Core Vitals are part of “Web Vitals” which score your website on performance (speed), accessibility (easy to use for those with disabilities), SEO (search engine optimisation) and best practices (security of your site).

The Core Vitals measure three main areas of web performance;

Largest Contentful Paint (LCP)

measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.

In English: The largest item (block of text, image) that is on the screen, on mobile, before you scroll. This is measured in seconds, or milliseconds.

First Input Delay (FID)

measures interactivity. To provide a good user experience, pages should have a FID of 100 milliseconds or less.

In English: When you can first interact with the page, such as clicking a link, tapping a button or interacting with something dynamic, like a pop-out menu.

Cumulative Layout Shift (CLS)

measures visual stability. To provide a good user experience, pages should maintain a CLS of 0.1. or less.

In English: Have you ever tried to click a picture only to find the click was onto an ad instead? That’s because it moved when the page was still loading.

Why does this matter to your business?

It is very important to have good web vital scores, as it will be added as part of an algorithm update to Google, expected to launch mid-June 2021.

If you have a high web performance score, then users on your site will have a better experience when consuming your site. With a view this will increase the likelihood of sales/conversions.

BBC has seen that they lose an additional 10% of users for every additional second it takes for their site to load.

A better experience is what every online business wants to hear, as there is a high chance that your traffic will increase, and your bounce rate will decrease.

Milliseconds makes Millions

Based on a study conducted by Deloitte Digital, The 55 company and Google, real data from 37 brands accounting for 30m user sessions over a 4 week period.

Some key findings from that report were;

Milliseconds Make Millions Report
  • User transactions were measured to increase by 8.4% when there was a 0.1 second improvement in the 4 site speed metrics.
  • Retail sector saw an average order value increased by 9.2%.
  • Product listing page bounce rate on mobile reduced by 5.4% for 4 in 10 brands.
  • Travel sector saw a 10.1% increase in conversion rate on mobile was measured when there was a 0.1 second improvement.
  • Luxury brands found there was a highly significant 40.1% increase in users moving from product detail to add to basket.

In addition, better speed performance will impact where you will rank, therefore pipping your competitors in the search engines and you will be more accessible and easier to find online!

High-performing sites engage and retain users better than low-performing ones. Therefore, if you are an online business wanting to be more popular and noticed online, we can help your site to reach a much better web performance.

How can we help?

We’ve been talking about this for a long time, going back as far back as 2017, and writing blog articles on the subject, which you can find here;

Why website performance matters?

7 quick tips to make your website accessible

If you are concerned about your own website performance score, or you have noticed that your site is on the slow side, we can perform a website review to establish what needs to be done.

We can increase scores and make your site run smoother and faster than it ever has done. Who wouldn’t want that?

Caroline Hagan

Caroline brings over 15 years as a Designer and Developer; featured in .NET magazine, the only woman in the UK accredited for Google Mobile Sites. A business mentor with Enterprise Nation, STEM Ambassador and Google Women Techmaker Ambassador Previous client projects include Blackberry, FIAT, Clark Shoes and Sky.