I’ve previously written on the importance of web performance and that businesses should focus and prioritize performance over quick wins to boost sales or revenue. Often those can negatively impact the performance and user experience of a web application. Viewed more holistically, and accounting for the evolution of performance as a core indexing metric by Google, I thought it was important to revisit the topic of how integral web performance is to user experience, and the impacts businesses can make by focusing on performance.
Now that we’ve settled in for well over a decade of web performance metrics being included as a critical component to search indexing, let’s dive into what makes the most impact, why web performance is integral to creating pleasing user experiences, and how measuring our efforts pays off. User experience (UX) has become the cornerstone of any successful online presence. As we continue to push the boundaries of technology, users’ expectations have evolved. They demand speed, interactivity, and a seamless experience. Web performance is no longer just a behind-the-scenes metric, it’s a fundamental aspect of creating a website that users love.
Core Web Vitals
First introduced in May 2020, Google’s Core Web Vitals (CWV) are designed to measure performance metrics, with a goal to improve user experience. CWV are becoming a defecto standard measurement for performance, aggregating many existing performance API metrics within the browser. These metrics – Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) – focus on the core elements that influence how users perceive and interact with a website.
-
LCP and Perceived Performance: LCP measures how quickly the main content of a page loads, which directly impacts a user’s first impression. If users can see and interact with your content quickly, they’re more likely to stay engaged. Improvements in LCP can drastically reduce perceived wait times, leading to a faster and more satisfying experience.
-
FID and Interactivity: FID measures the time it takes for a page to become interactive. Users expect instantaneous feedback from their actions, whether that’s clicking a button or filling out a form. Reducing FID ensures that users can engage with your content without frustrating delays through a more responsive and enjoyable experience.
-
CLS and Visual Stability: CLS measures the stability of your page as it loads, ensuring that elements don’t unexpectedly move around. A stable page layout contributes to a trustworthy and reliable experience, reducing user frustration and enhancing overall satisfaction.
There are a number of tools available for measuring CWV and performance metrics manually or as part of continuous integration (CI) pipelines. Some of the most well known today include Web Page Test, Google’s Lighthouse, Sitespeed.io, and the recently updated Google CrUX report which collects real user metrics through Chrome browser. Configuring an application build pipeline to run performance tests against budgets is more viable now than ever before. If there’s one key take away: always make measurements before, during, and after planned changes—yes, even small ones!
Impact of load time on UX
Users appreciate speedy load times and first impressions are critical. Load time is often the first indicator of how your website is perceived and a site that loads quickly is seen as more reliable and professional, creating an immediate sense of trust. Even a small reduction in load time can improve how users perceive your site. This isn’t just about speed; it’s about making users feel valued by respecting their time.
When users encounter a site that loads swiftly and allows them to interact immediately, they’re more likely to stay longer and explore more. This increased engagement is a direct result of a performance-driven approach to UX. By focusing on load time, you’re not just improving metrics—you’re creating a more enjoyable and fulfilling experience for your users.
Reducing user bounce rates
Bounce rates often reflect a user’s frustration with poor performance. Sites that meet Core Web Vitals thresholds see significant reductions in bounce rates and this is because users are more likely to continue exploring a site that feels stable and responsive. If users can find what they need more rapidly and reliably they are more likely to stick around and engage further. By prioritizing performance we keep users engaged longer but also encourage them to dive deeper into our content.
Mobile speed is critical
Mobile performance has become a critical aspect of user experience, as more users access the web through mobile devices than on any other device. Mobile users are often on the go and their expectations for speed and responsiveness are even higher. Slow-loading web applications can quickly lead to frustration and abandonment. Improving LCP, FID, and CLS can significantly enhance the mobile user experience and focusing on performance on mobile can make your site more accessible and user-friendly across all devices.
Mobile users are particularly sensitive to load times, with even a 100ms delay leading to noticeable drops in engagement. Amazon has a famous study illustrating this point in user engagement in sales. Overall, fewer HTTP requests, smaller and optimized assets, and non-render blocking code are all the key here; furthermore employing CDN functionality and creating graceful degradation of apps for offline capability helps tremendously to provide a pleasing user experience. By optimizing your site for mobile performance, you not only improve the experience for a large segment of your audience but also increase the likelihood of retaining those users.
Performance is a user-centric discipline
The importance of web performance in enhancing UX cannot be overstated. The goal is not just to meet technical standards but to create experiences that users find intuitive, enjoyable, and memorable. By focusing on performance, we ensure that interactions a user has are reliable, which can lead to greater satisfaction and long-term engagement.
What’s the business impact of bad performance?
OK, so we should prioritize our users’ experience through web performance first. What about business impacts? While user experience is a crucial element of web performance, the business implications can be quite significant. The ability to convert visitors into customers relies upon how well your site performs. That reliablility translates into a good experience for your users and they trust the application and engage further.
LCP and conversion rates
LCP doesn’t just influence user satisfaction, it has a direct impact on your bottom line. Studies show that improving LCP by just one second can increase conversion rates by up to 13%. This is because faster load times reduce friction in the user journey, making it easier for visitors to complete desired actions, whether that’s making a purchase, signing up for a newsletter, or contacting your sales team.
When users encounter slow load times, they’re more likely to abandon their journey before completing a conversion. By focusing on LCP, you’re not just optimizing for speed; you’re creating a smoother path to conversion, ultimately driving more business results.
Small improvements can have a big impact on load time
Load time is a critical factor in the user’s decision-making process. Even a minor improvement in load time, such as 100ms, can lead to a 1-2% increase in conversion rates (ref: Amazon, Walmart, Mobify). This demonstrates the power of incremental improvements as each millisecond you shave off your load time contributes to a more efficient and effective conversion process.
Businesses that invest in reducing load times are essentially investing in their conversion rates. The faster your site, the more likely users are to complete the actions you want them to take. This is particularly important in e-commerce, where even slight delays can lead to significant revenue loss. There are points of diminishing returns on this effort however, so it’s important to understand what to prioritize.
The inverse is also true, and as I’ve noted previously, taking shortcuts to insert JS tags, content, or ads can dramatically and negatively impact site performance.
Mobile performance and conversion rates
With the majority of web traffic now coming from mobile devices, ensuring a fast and responsive mobile experience is essential. If it wasn’t already obvious, web performance on mobile plays a crucial role in conversion rates. Users on mobile devices are often less patient, and a slow mobile site can quickly lead to abandoned sessions. Optimizing mobile performance, including LCP, FID, and CLS, can result in higher conversion rates and reduced bounce rates on mobile, directly impacting overall business performance.
Performance optimization reduces bounce rates
Bounce rates don’t just reflect user engagement, they’re also closely tied to business revenue metrics. High bounce rates often indicate that users are not finding what they’re looking for, leading to missed opportunities for conversions. Compelling case study data supports that by improving performance, we can reduce bounce rates and increase conversion rates.
When users stay on your site longer, they’re more likely to explore additional products or services, increasing the chances of upselling or cross-selling. In this way, reducing bounce rates through better performance has a direct impact on your revenue streams.
Performance equals profit
Ultimately, web performance isn’t just about meeting technical standards or improving user experience, it’s also very much about driving tangible business results. By prioritizing performance, businesses can improve their conversion rates, reduce bounce rates, and ultimately drive more revenue. As we continue to push the boundaries of web performance, the connection between speed, user experience, and business outcomes will only grow stronger. For businesses looking to stay competitive, prioritizing performance is no longer optional.