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Every website owner should ensure that their website gives the best possible experience to the user and loads fast and seamlessly. In fact, based on Google research a 0.1 second improvement in speed can lead up to a 8.4% uplift in conversion rates for e-commerce retailers, and even higher for other industries.
Website speed optimisation or performance optimisation is the process of auditing how fast your page loads and identifying room for improvement. It should be a fundamental part in the designing of a new website, a relaunch, or as an ongoing process for already existing websites. It is particularly relevant because:
- It is an essential part of an optimal user experience and improves user signals such as bounce rat
- It plays an important role in conversion rate optimisation
- It contributes to better organic rankings as the overall user experience on the page is a ranking factor for Google
- It saves costs for the website owners, as it makes the pages lighter and therefore cheaper to host
When measuring speed, we give a special focus to some KPIs, including Google’s famous Core Web Vitals. This allows us to ensure that all the metrics which affect how a user will perceive the speed of the page, are taken into consideration:
| Metric | Explanation | Ideal value (can vary case by case) |
|---|---|---|
| TTFB: Time to First Byte | the time between the initial request and the first byte getting downloaded | below or equal to 0.8 seconds |
| FCP: First Contentful Paint | the time when content starts rendering in a meaningful way | below or equal to 1.8 seconds |
| LCP: Largest Contentful Paint (Core web vital value) | the time when the largest element on the viewport renders | below or equal to 2.5 seconds |
| CLS: Cumulative Layout Shift (Core web vital value) | a custom metric from Google that measures visual stability on a page | below or equal to 0.1 seconds |
| TBT: Total Blocking Time | the total amount of time that the main thread was blocked between the FCP and the time at which the page becomes interactive | below or equal to 200 milliseconds |
| FID: First Input Delay (Core web vital value) | the interactivity delay after the first user interaction with the page | below or equal to 100 milliseconds |
| INP: Interaction to Next Paint (not a Core web vital value yet, but will be as of March 2024, replacing the First Input Delay) | a metric that measures the overall responsiveness of a page to user interactions based on all click, tap and keyboard interactions during the user’s visit | below or equal to 200 milliseconds |
The services that we can give with regards to site speed optimisation depend on your use case, developer capacity and time that you have available to invest.
We always start with an audit of the website with regards to speed, taking your most important pages and templates into account, but also your competition and technical set up. Based on our findings, we give your team a list of prioritised to dos to work towards to improve your web performance.
For projects where an audit has already been run, we gladly support with real time and ongoing speed monitoring and troubleshooting. For the ones that are really committed to having a top-notch performance, we are more than excited to work with you on defining (and sticking to) a performance budget!
Don’t have a website yet? Not to worry! The development phase is the best where our SEO Team can jump in and proactively define prerequisites to ensure your upcoming website will ensure a great user experience and beat the competition!
Improvement of the user experience and a positive development of all Core Web Vitals within three months.
Roast Market GmbH is Europe's largest online retailer for coffee, coffee machines and accessories.
The goal of our SEO strategy was to create an improved mobile experience as well as web performance.
Through the optimisation we achieved, among other things, a measurable increase in the Net Promoter Score of roastmarket.
With the Google Mobile Web Certificate, we are officially qualified to advise clients in the areas of mobile web performance and web usability optimisation. As a Google certified agency, we are fortunate to have access to valuable support and resources provided by Google, which we believe can offer us a unique advantage in the competitive landscape.
Sarah Zeus and Despina Fronimaki are SEO specialists in the area of website speed optimisation.
In addition to performance optimisation, they support our clients in further usability, accessibility and SEO Audits. They also share their methods in customised workshops.
We support you in the implementation of UX strategies in your company - for example, on the selection of methods and tools or the set up of usability tests. In doing so, we also incorporate our expertise in SEA & SEO, among other things.
Within a usability audit we identify optimisation potentials of your existing website or landing page. The aim is to identify challenges for the user in the page structure, navigation & design and thus improve the experience on your website. Based on the PIE (Potential, Importance, and Ease) framework, we prioritise the findings and provide recommendations for action.
An external assessment can help to identify potential and improve processes. With a technical SEO audit you can increase the visibility of your company on the web and thus the number of visitors to your website as well as the amount of your sales and profits.
The field of search engine optimization is becoming more and more complex: the constant changes to the Google algorithm are constantly presenting SEO experts with new challenges. Our approach is based on sustainability and sees the user at the center of the strategy. The focus is on consulting services and a Google-compliant design of the page structure and HTML. We also rely on OnPage SEO and content marketing.
There are a plethora of tools out there! We work with a stack to ensure that we look at your website from multiple angles. We use Google's Chrome UX dashboard to look at your real user metrics, Google's PageSpeed insights to get more actionable insights, and also WebPageTest which allows us to simulate many environments and user test cases and investigate in depth what is going on for different connection, locale and device scenarios. We also use tools such as the WPT Compare app to run comparisons between various tests run over a period of time, and the Performance Budget Calculator if we want to create a performance budget with your website team.
Like every element loaded on the page, images and videos are also put under scrutiny in a performance audit. These can even prove to be pretty big levers for quick wins in terms of speed optimisation, especially the way that they are loaded and compressed.
Checking for a website speed improvement is rather easy. You can run a check yourself on Google’s free tool, Page Speed Insights and see how fast your website is loading before and after a technical change. However, it is very important to set tracking up for speed, because more often than not we tend to see a regression after the initial improvements. Website speed optimisation is an ongoing process and not a one-off undertaking.
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