Desktop hero background

Core Web Vitals Impact: Conversion Rates And Financial Growth

Marketing Teams7 min

May 22, 2024

    First impressions matter more than ever. For websites, that first impression comes in the form of page loading times, stability and responsiveness. This article explores the link between CWV and conversion rates, demonstrating how prioritizing Good Core Web Vitals can significantly impact your finances.

    Understanding Core Web Vitals

    Let’s begin with a brief overview to understand the three key Core Web Vitals (CWV) metrics:

    • Largest Contentful Paint (LCP): Measures how quickly the main content of your page loads. Ideally, your LCP should be lower than 2.5 seconds of a user landing on the page.
    • Cumulative Layout Shift (CLS): This metric tracks unexpected layout shifts that can occur while a page is loading, disorienting users or causing unwanted actions on your website. A passing CLS score is below 0.1.
    • Interaction to Next Paint (INP): INP assesses page responsiveness. Measures how quickly a website responds to user interactions such as clicks, taps or keypress. A passing INP score is considered when it is below 200 ms.

    If you want to deepen your understanding, here is a good article straight from Google.

    The User Experience Connection

    Core Web Vitals UX

    User Experience (UX) encompasses all aspects of a user’s journey within a website. It prioritizes factors like clarity, usability, and emotional resonance. When users find a website intuitive, visually appealing, and enjoyable to navigate, they’re more likely to stay engaged and complete desired actions. Here is where UX and Core Web Vitals connect.

    • ❓ Does your website load fast enough?
    • ❓ Do user interactions render a quick and clear response?
    • ❓ Does your website offer good stability, without big layout shifts?

    The answers to these questions could play a tremendous role in the faith of your website.

    Let’s dive a little deeper and see what are the facts surrounding User Experience:

    47% of users won’t wait longer than two seconds for a website to load

    When it comes to user experience, speed is crucial. Research suggests that 1 second is often cited as the amount of time a user will wait before they begin to lose focus on a task. For websites, this translates to a critical window for loading content.

    Having a high LCP could be the difference between a smooth and inviting website, and your doom. Too dramatic? Maybe, but true nevertheless. Imagine users landing on a website and having to wait for 5 seconds for a page to load. Most likely, they will leave and never see the end of it. The data speaks by itself.

    And that explains why Largest Contentful Paint (LCP) is considered good below 2.5 seconds or less.

    Slow Interactions = Frustrated Users

    Think about it: 47% of users abandon websites that take longer than 2 seconds to load. But even if a page loads fast, a sluggish response to clicks and interactions can be just as frustrating.

    Imagine you’re on a shopping website. You add an item to your cart, but the confirmation takes ages to appear. Did it work? Did you accidentally add it twice? This uncertainty creates a negative user experience and can lead to cart abandonment.

    Here we are talking about Interaction to Next Paint (INP). A low INP means the website responds quickly to your actions, providing immediate visual feedback. It’s that tiny flicker that tells you your click registered. It might seem like a small detail, but these little things add up to a smooth and satisfying user experience.

    Hide and Seek Impacting Core Web Vitals

    You’re browsing a website, ready to click the “Add to Cart” button for that perfect treat. But just as you hover over the button, BAM! An ad loads in, you accidentally click on the ad and end up in a totally different website. Chances are, you are not going back to start it all over again.

    This unexpected content movement is exactly what Cumulative Layout Shift (CLS) measures. It’s a metric that assesses how often your web page elements shift and jump around as they load, disrupting the user’s flow. Text paragraphs might suddenly jump, images popping in and pushing buttons out of place.

    Missed clicks, accidental purchases, lost sales and conversions. These are all potential consequences of a website with high CLS. So, you better take care of it.

    Conversions: From Browser to Buyer

    As we mentioned in the examples above, users navigating a website with a negative User Experience (UX) are less likely to take desired actions, known as conversions.  These conversions could be anything from making a purchase on an e-commerce site to signing up for a newsletter or service. The goal is to transform casual visitors into engaged customers.

    No matter your website’s purpose, certain elements are crucial for driving conversions and ultimately boosting your business. Faster loading times, a stable layout that avoids unexpected shifts, and a responsive website that adapts to different devices all contribute to a positive UX. This, in turn, fosters user engagement and increases the likelihood of visitors converting into paying customers or loyal followers.

    By prioritizing a user-friendly experience, you’re not just improving website performance – you’re also giving your search engine ranking a significant boost. Google prioritizes well-performing websites that offer valuable content and a positive UX. When you maintain good Core Web Vitals scores, you signal to Google that your website is fast, stable, and engaging for users. This translates to a higher ranking in search results, making your website more discoverable by potential customers.

    Think of it like this: when someone searches for a product or service online, Google surfaces the websites it deems most relevant and valuable. By working on your Core Web Vitals score, you’re ensuring your website meets these criteria. A higher ranking means more organic traffic, ultimately leading to increased brand awareness and potential conversions. It’s a win-win for both users and your business.

    The Financial Impact: It Pays to be Fast and Stable

    Core Web Vitals Financial Impact

    Website performance isn’t just about user experience – it’s about your bottom line. Here’s why prioritizing a fast, stable website translates to real financial benefits:

    • Conversions & Revenue: Remember those frustrated users clicking the wrong buttons due to CLS or abandoning carts because of slow loading times? By optimizing Core Web Vitals, you ensure a smooth and engaging experience, leading to more conversions – meaning more sales, sign-ups, or whatever desired action your website aims for.
    • Reduced Bounce Rate: A slow or unstable website frustrates users, causing them to leave (bounce) before exploring further. Lower bounce rates translate to more time spent on your site, increasing the chance of conversions and engagement.
    • Improved SEO Ranking: As discussed earlier, Google prioritizes websites that offer a positive user experience. Good Core Web Vitals scores are a clear signal of a well-performing website, leading to higher search engine rankings and increased organic traffic.
    • Enhanced Brand Reputation: A fast and stable website reflects professionalism and builds trust with potential customers. Conversely, a slow and clunky experience paints a negative picture, potentially damaging your brand reputation.

    Investing in website performance optimization isn’t just about technical nitty-gritty; it’s an investment in attracting and retaining customers. Faster loading times, a stable layout, and a responsive design all contribute to a positive user experience, which directly translates to increased conversions, improved SEO ranking, and ultimately, a stronger financial performance for your business.

    Here are some case studies that support the idea, and the link, between passing Core Web Vitals and financial revenue.

    Prioritize Performance, Reap the Rewards

    By prioritizing CWV, you’re not just improving user experience – you’re investing in the success of your website and the financial success of your business. Faster loading times, a stable layout, and a responsive interface all contribute to a more engaging experience that drives conversions and ultimately, boosts your overall success. There’s no doubt that a website that prioritizes performance stands out (to humans and Google’s eyes), attracting and converting visitors into loyal customers.

    Let´s talk about your next project