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style="--text-color:var(--ds-gray-1000);--text-size:0.75rem;--text-line-height:1rem;--text-letter-spacing:initial;--text-weight:400">Powering breakthroughs</p></div></a></li></ul></li><li class="navigation-menu_links__VRoNf"><h5 class="text_wrapper__i87JK navigation-menu_heading__osU8W" data-version="v1" style="--text-color:var(--ds-gray-900);--text-size:0.875rem;--text-line-height:1.25rem;--text-letter-spacing:initial;--text-weight:400" id="header-managed-infrastructure">Managed Infrastructure</h5><ul aria-describedby="header-managed-infrastructure" class="navigation-menu_columnReset__5wkHH"><li><a data-hover-icon="false" data-feature="Rendering" data-radix-collection-item="" data-zone="same" class="link_link__hbWKh navigation-menu_menuSubLink__jde_U" href="/products/rendering"><div class="navigation-menu_icons__8b2lC"><div class="stack_stack__iZkUS stack navigation-menu_icon__xsndA" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:center;--stack-justify:center;--stack-padding:0px;--stack-gap:0px"><svg data-testid="geist-icon" height="16" stroke-linejoin="round" style="color:currentColor" viewBox="0 0 16 16" width="16"><path fill-rule="evenodd" clip-rule="evenodd" d="M10.268 14.0934C11.9051 13.4838 13.2303 12.2333 13.9384 10.6469C13.1192 10.7941 12.2138 10.9111 11.2469 10.9925C11.0336 12.2005 10.695 13.2621 10.268 14.0934ZM8 16C12.4183 16 16 12.4183 16 8C16 3.58172 12.4183 0 8 0C3.58172 0 0 3.58172 0 8C0 12.4183 3.58172 16 8 16ZM8.48347 14.4823C8.32384 14.494 8.16262 14.5 8 14.5C7.83738 14.5 7.67616 14.494 7.51654 14.4823C7.5132 14.4791 7.50984 14.4759 7.50647 14.4726C7.2415 14.2165 6.94578 13.7854 6.67032 13.1558C6.41594 12.5744 6.19979 11.8714 6.04101 11.0778C6.67605 11.1088 7.33104 11.125 8 11.125C8.66896 11.125 9.32395 11.1088 9.95899 11.0778C9.80021 11.8714 9.58406 12.5744 9.32968 13.1558C9.05422 13.7854 8.7585 14.2165 8.49353 14.4726C8.49016 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1V1.75V14.25V15H7.25V14.25V1.75V1H8.75ZM3.5 9V9.75V14.25V15H2V14.25V9.75V9H3.5ZM14 6.75V6H12.5V6.75V14.25V15H14V14.25V6.75Z" fill="currentColor"/></svg></div></div><div class="navigation-menu_menuSubLinkContent___WWcd"><div class="navigation-menu_menuItemHeading__r6JQU">Observability</div><p class="text_wrapper__i87JK navigation-menu_menuItemText__l6KEM" data-version="v1" style="--text-color:var(--ds-gray-1000);--text-size:0.75rem;--text-line-height:1rem;--text-letter-spacing:initial;--text-weight:400">Trace every step</p></div></a></li><li><a data-hover-icon="false" data-feature="Security" data-radix-collection-item="" data-zone="same" class="link_link__hbWKh navigation-menu_menuSubLink__jde_U" href="/security"><div class="navigation-menu_icons__8b2lC"><div class="stack_stack__iZkUS stack navigation-menu_icon__xsndA" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:center;--stack-justify:center;--stack-padding:0px;--stack-gap:0px"><svg 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style="--text-color:var(--ds-gray-900);--text-size:0.875rem;--text-line-height:1.25rem;--text-letter-spacing:initial;--text-weight:400" id="header-open-source">Open Source</h5><ul aria-describedby="header-managed-infrastructure" class="navigation-menu_columnReset__5wkHH"><li><a data-hover-icon="true" data-feature="Next.js" data-radix-collection-item="" data-zone="same" class="link_link__hbWKh navigation-menu_menuSubLink__jde_U" href="/frameworks/nextjs"><div class="navigation-menu_icons__8b2lC"><div class="stack_stack__iZkUS stack navigation-menu_icon__xsndA" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:center;--stack-justify:center;--stack-padding:0px;--stack-gap:0px"><svg class="invert-theme" data-testid="geist-icon" height="16" stroke-linejoin="round" style="color:currentColor" viewBox="0 0 16 16" width="16"><g clip-path="url(#clip0_53_108)"> <circle cx="8" cy="8" r="7.375" fill="black" stroke="var(--ds-gray-1000)" strokeWidth="1.25" stroke-linecap="round" stroke-linejoin="round"/> <path d="M10.63 11V5" stroke="url(#paint0_linear_53_108R5dqdirlklb)" strokeWidth="1.25" stroke-miterlimit="1.41421"/> <path fill-rule="evenodd" cliprule="evenodd" d="M5.995 5.00087V5H4.745V11H5.995V6.96798L12.3615 14.7076C12.712 14.4793 13.0434 14.2242 13.353 13.9453L5.99527 5.00065L5.995 5.00087Z" fill="url(#paint1_linear_53_108R5dqdirlklb)"/> </g> <defs> <linearGradient id="paint0_linear_53_108R5dqdirlklb" x1="11.13" y1="5" x2="11.13" y2="11" gradientUnits="userSpaceOnUse"> <stop stop-color="white"/> <stop offset="0.609375" stop-color="white" stop-opacity="0.57"/> <stop offset="0.796875" stop-color="white" stop-opacity="0"/> <stop offset="1" stop-color="white" stop-opacity="0"/> </linearGradient> <linearGradient id="paint1_linear_53_108R5dqdirlklb" x1="9.9375" y1="9.0625" x2="13.5574" y2="13.3992" gradientUnits="userSpaceOnUse"> <stop stop-color="white"/> <stop offset="1" stop-color="white" stop-opacity="0"/> </linearGradient> 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fill="url(#paint1_linear_53_108R9dqdirlklb)"/> </g> <defs> <linearGradient id="paint0_linear_53_108R9dqdirlklb" x1="11.13" y1="5" x2="11.13" y2="11" gradientUnits="userSpaceOnUse"> <stop stop-color="white"/> <stop offset="0.609375" stop-color="white" stop-opacity="0.57"/> <stop offset="0.796875" stop-color="white" stop-opacity="0"/> <stop offset="1" stop-color="white" stop-opacity="0"/> </linearGradient> <linearGradient id="paint1_linear_53_108R9dqdirlklb" x1="9.9375" y1="9.0625" x2="13.5574" y2="13.3992" gradientUnits="userSpaceOnUse"> <stop stop-color="white"/> <stop offset="1" stop-color="white" stop-opacity="0"/> </linearGradient> <clipPath id="clip0_53_108"> <rect width="16" height="16" fill="red"/> </clipPath> </defs></svg></div></div><div class="navigation-menu_menuSubLinkContent___WWcd"><div class="navigation-menu_menuItemHeading__r6JQU">Next.js</div><p class="text_wrapper__i87JK navigation-menu_menuItemText__l6KEM" data-version="v1" style="--text-color:var(--ds-gray-1000);--text-size:0.75rem;--text-line-height:1rem;--text-letter-spacing:initial;--text-weight:400">The native Next.js platform</p></div></a></li><li><a href="/solutions/turborepo" data-hover-icon="true" data-feature="Turborepo" data-radix-collection-item="" data-zone="vercel-site" class="link_link__hbWKh navigation-menu_menuSubLink__jde_U"><div class="navigation-menu_icons__8b2lC"><div class="stack_stack__iZkUS stack navigation-menu_icon__xsndA" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:center;--stack-justify:center;--stack-padding:0px;--stack-gap:0px"><svg data-testid="geist-icon" height="16" stroke-linejoin="round" style="color:currentColor" viewBox="0 0 16 16" width="16"><g clip-path="url(#clip0_872_3188)"> <path fill-rule="evenodd" clip-rule="evenodd" d="M8 0V2C11.3137 2 14 4.68629 14 8C14 11.1453 11.5798 13.7254 8.5 13.9795V15.9846C12.6854 15.7265 16 12.2504 16 8C16 3.58172 12.4183 0 8 0ZM7.5 15.9846V13.9795C6.2188 13.8738 5.05174 13.3655 4.12558 12.5815L2.70769 13.9994C4.00133 15.1415 5.66717 15.8716 7.5 15.9846ZM2.00058 13.2923C0.755509 11.882 0 10.0292 0 8H2C2 9.47685 2.53358 10.8291 3.41847 11.8744L2.00058 13.2923Z" fill="url(#paint0_linear_872_3188)"/> <rect x="4.5" y="4.5" width="7" height="7" rx="3.5" stroke="var(--ds-gray-1000)" fill="transparent" stroke-width="2"/> </g> <defs> <linearGradient id="paint0_linear_872_3188" x1="8.68832" y1="1.98437" x2="1.79792" y2="8.82805" gradientUnits="userSpaceOnUse"> <stop stop-color="#0096FF"/> <stop offset="1" stop-color="#FF1E56"/> </linearGradient> <clipPath id="clip0_872_3188"> <rect width="16" height="16" fill="white"/> </clipPath> </defs></svg></div><div class="stack_stack__iZkUS stack navigation-menu_icon__xsndA navigation-menu_iconHover__D__VG" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:center;--stack-justify:center;--stack-padding:0px;--stack-gap:0px"><svg class="invert-theme" 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width="16"><path fill-rule="evenodd" clip-rule="evenodd" d="M8 0.154663L8.34601 0.334591L14.596 3.58459L15 3.79466V4.25V11.75V12.2053L14.596 12.4154L8.34601 15.6654L8 15.8453L7.65399 15.6654L1.40399 12.4154L1 12.2053V11.75V4.25V3.79466L1.40399 3.58459L7.65399 0.334591L8 0.154663ZM2.5 11.2947V5.44058L7.25 7.81559V13.7647L2.5 11.2947ZM8.75 13.7647L13.5 11.2947V5.44056L8.75 7.81556V13.7647ZM8 1.84534L12.5766 4.22519L7.99998 6.51352L3.42335 4.2252L8 1.84534Z" fill="currentColor"/></svg></div></div><div class="navigation-menu_menuSubLinkContent___WWcd"><div class="navigation-menu_menuItemHeading__r6JQU">AI SDK</div><p class="text_wrapper__i87JK navigation-menu_menuItemText__l6KEM" data-version="v1" style="--text-color:var(--ds-gray-1000);--text-size:0.75rem;--text-line-height:1rem;--text-letter-spacing:initial;--text-weight:400">The AI Toolkit for TypeScript</p></div></a></li></ul></li></ul></div></li><li><button id="radix-:Rirlklb:-trigger-solutions" data-state="closed" 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class="navigation-menu_menuItemHeading__r6JQU">Platform Engineers</div><p class="text_wrapper__i87JK navigation-menu_menuItemText__l6KEM" data-version="v1" style="--text-color:var(--ds-gray-1000);--text-size:0.75rem;--text-line-height:1rem;--text-letter-spacing:initial;--text-weight:400">Automate away repetition</p></div></a></li><li><a data-hover-icon="false" data-feature="Design Engineers" data-radix-collection-item="" data-zone="same" class="link_link__hbWKh navigation-menu_menuSubLink__jde_U" href="/solutions/design-engineering"><div class="navigation-menu_icons__8b2lC"><div class="stack_stack__iZkUS stack navigation-menu_icon__xsndA" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:center;--stack-justify:center;--stack-padding:0px;--stack-gap:0px"><svg data-testid="geist-icon" height="16" stroke-linejoin="round" style="color:currentColor" viewBox="0 0 16 16" width="16"><path d="M9 7L12.5 2.5" stroke="#E5484D" style="stroke:#E5484D;stroke:color(display-p3 0.8980 0.2824 0.3020);stroke-opacity:1;" stroke-width="1.5"/> <path d="M10.5 9.5L15.75 10.5" stroke="#52AEFF" style="stroke:#52AEFF;stroke:color(display-p3 0.3216 0.6824 1.0000);stroke-opacity:1;" stroke-width="1.5"/> <path d="M10 8L15.75 6" stroke="#45DEC4" style="stroke:#45DEC4;stroke:color(display-p3 0.2706 0.8706 0.7686);stroke-opacity:1;" stroke-width="1.5"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M6.14568 3.56625L7 2L7.85432 3.56625L12.1818 11.5L13 13H11.2914H2.70863H1L1.81818 11.5L3.31818 8.75H0V7.25H4.13636L6.14568 3.56625ZM3.52681 11.5L7 5.13249L10.4732 11.5H3.52681Z" fill="currentColor" /> </svg></div></div><div class="navigation-menu_menuSubLinkContent___WWcd"><div class="navigation-menu_menuItemHeading__r6JQU">Design Engineers</div><p class="text_wrapper__i87JK navigation-menu_menuItemText__l6KEM" data-version="v1" 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shape-rendering="geometricPrecision" stroke="currentColor" stroke-linecap="round" stroke-linejoin="round" stroke-width="1.5" viewBox="0 0 24 24" width="24" style="color:var(accents-5);width:16px;height:16px"><path d="M19 12H5"/><path d="M12 19l-7-7 7-7"/></svg><span>Back to Resources</span></div></a><div class="stack_stack__iZkUS stack article-sidebar_indented__s4fwQ" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:stretch;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:48px"><div class="stack_stack__iZkUS stack" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:stretch;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:4px"><p class="text_wrapper__i87JK" data-version="v1" style="--text-color:var(--ds-gray-1000);--text-size:1rem;--text-line-height:1.5rem;--text-letter-spacing:initial;--text-weight:700">Contents</p><div class="stack_stack__iZkUS stack" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:stretch;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:4px"><a href="#what-is-site-performance" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz">What is site performance?</a><a href="#why-site-performance-matters-for-ux" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz">Why site performance matters for UX</a><div class="stack_stack__iZkUS stack article-contents_subheadings__PXvkP" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:stretch;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:4px"><a href="#brand-perception-users-want-your-site-to-be-fast" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz article-contents_subheading__bCAGT">Brand perception: Users want your site to be fast</a><a href="#dynamic-personalization-users-want-a-unique-experience" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz article-contents_subheading__bCAGT">Dynamic personalization: Users want a unique experience</a></div><a href="#why-site-performance-matters-for-seo-core-web-vitals" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz">Why site performance matters for SEO: Core Web Vitals</a><div class="stack_stack__iZkUS stack article-contents_subheadings__PXvkP" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:stretch;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:4px"><a href="#1.-largest-contentful-paint-(lcp)" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz article-contents_subheading__bCAGT">1. Largest Contentful Paint (LCP)</a><a href="#2.-interaction-to-next-paint-(inp)" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz article-contents_subheading__bCAGT">2. Interaction to Next Paint (INP)</a><a href="#3.-cumulative-layout-shift-(cls)-" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz article-contents_subheading__bCAGT">3. Cumulative Layout Shift (CLS) </a></div><a href="#the-impact-of-seo-on-revenue" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz">The impact of SEO on revenue</a><div class="stack_stack__iZkUS stack article-contents_subheadings__PXvkP" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:stretch;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:4px"><a href="#increased-organic-traffic" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz article-contents_subheading__bCAGT">Increased organic traffic</a><a href="#higher-conversion-rates" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz article-contents_subheading__bCAGT">Higher conversion rates</a><a href="#competitive-advantage" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz article-contents_subheading__bCAGT">Competitive advantage</a></div><a href="#conclusion" data-zone="null" class="link_link__hbWKh link_secondary__F1rqx article-contents_contents-heading__yzbwz">Conclusion</a></div></div></div></div><div class="stack_stack__iZkUS stack article-page_article__fEeGI" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:stretch;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:48px"><a data-testid="resource-center/back-link" data-zone="same" class="link_link__hbWKh link_secondary__F1rqx article-page_mobile-backlink__DhQeS back-link_back-link__ymXsq" href="/resources"><div class="stack_stack__iZkUS stack back-link_content__8RUO9" data-version="v1" style="--stack-flex:initial;--stack-direction:row;--stack-align:center;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:8px"><svg class="with-icon_icon__MHUeb" data-testid="geist-icon" fill="none" height="24" shape-rendering="geometricPrecision" stroke="currentColor" stroke-linecap="round" stroke-linejoin="round" stroke-width="1.5" viewBox="0 0 24 24" width="24" style="color:var(accents-5);width:16px;height:16px"><path d="M19 12H5"/><path d="M12 19l-7-7 7-7"/></svg><span>Back to Resources</span></div></a><article class="stack_stack__iZkUS stack" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:start;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:24px"><div class="stack_stack__iZkUS stack entry-heading_entry-heading__7YuWt article-page_heading__CQi4E" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:flex-start;--stack-justify:flex-start;--stack-padding:0px;--sm-stack-gap:16px;--md-stack-gap:24px;--lg-stack-gap:24px;--xl-stack-gap:24px"><div class="stack_stack__iZkUS stack entry-heading_eyebrow__pIfAd" data-version="v1" style="--stack-flex:initial;--stack-direction:row;--stack-align:center;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:16px"><p class="text_wrapper__i87JK" data-version="v1" style="--text-color:var(--ds-gray-900);--text-size:0.875rem;--text-line-height:1.25rem;--text-letter-spacing:initial;--text-weight:400">Apr. 26th, 2024</p></div><h1 class="entry-heading_title__qzBfS"><span data-br=":R16kvffblklb:" data-brr="1" style="display:inline-block;vertical-align:top;text-decoration:inherit;text-wrap:balance">Why site performance matters</span><script>self.__wrap_n=self.__wrap_n||(self.CSS&&CSS.supports("text-wrap","balance")?1:2);self.__wrap_b=(e,r,n)=>{let i=(n=n||document.querySelector(`[data-br="${e}"]`)).parentElement,s=e=>n.style.maxWidth=e+"px";n.style.maxWidth="";let o=i.clientWidth,t=i.clientHeight,l=o/2-.25,d=o+.5,h;if(o){for(s(l),l=Math.max(n.scrollWidth,l);l+1<d;)s(h=Math.round((l+d)/2)),i.clientHeight===t?d=h:l=h;s(d*r+o*(1-r))}n.__wrap_o||"undefined"!=typeof ResizeObserver&&(n.__wrap_o=new ResizeObserver(()=>{self.__wrap_b(0,+n.dataset.brr,n)})).observe(i)};self.__wrap_n!=1&&self.__wrap_b(":R16kvffblklb:",1)</script></h1><p class="entry-heading_description__vvsD7"><span data-br=":R1mkvffblklb:" data-brr="1" style="display:inline-block;vertical-align:top;text-decoration:inherit;text-wrap:balance">Conversion rate and revenue are closely tied to user experience and SEO.</span><script>self.__wrap_n=self.__wrap_n||(self.CSS&&CSS.supports("text-wrap","balance")?1:2);self.__wrap_b=(e,r,n)=>{let i=(n=n||document.querySelector(`[data-br="${e}"]`)).parentElement,s=e=>n.style.maxWidth=e+"px";n.style.maxWidth="";let o=i.clientWidth,t=i.clientHeight,l=o/2-.25,d=o+.5,h;if(o){for(s(l),l=Math.max(n.scrollWidth,l);l+1<d;)s(h=Math.round((l+d)/2)),i.clientHeight===t?d=h:l=h;s(d*r+o*(1-r))}n.__wrap_o||"undefined"!=typeof ResizeObserver&&(n.__wrap_o=new ResizeObserver(()=>{self.__wrap_b(0,+n.dataset.brr,n)})).observe(i)};self.__wrap_n!=1&&self.__wrap_b(":R1mkvffblklb:",1)</script></p></div><main class="stack_stack__iZkUS stack article-page_content__Nfaq_" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:stretch;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:0px"><div class="article-page_text__Kk8XZ"><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">When it comes to site performance, <a href="https://www.deloitte.com/content/dam/Deloitte/ie/Documents/Consulting/Milliseconds_Make_Millions_report.pdf" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">milliseconds make millions</a> in revenue. Improving site performance is essential for retaining visitors, optimizing for search, and achieving business goals such as increased conversions and revenue.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">But there’s a lot of thoughtful engineering that goes on behind the scenes to support great site performance.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Learn what site performance is, the technical factors that affect it, and two key benefits of peak performance: user experience (UX) and search engine optimization (SEO).</p><h2 class="mt-[52px] mb-6 tracking-[-0.03rem] leading-7 lg:mt-[60px] lg:text-[2rem] lg:leading-9 heading2">What is site performance?</h2><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Site performance refers to the speed, responsiveness, reliability, and overall efficiency of a website or web app.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Key factors that contribute to overall site performance include:</p><ol><li class="text-base leading-[1.625em] mb-2.5 text-[var(--geist-foreground)] lg:text-lg lg:leading-7"><b>Page load time</b>: Page load time is the time it takes for a webpage to fully load in a user's browser. Faster load times are associated with better user experiences and higher engagement rates. </li><li class="text-base leading-[1.625em] mb-2.5 text-[var(--geist-foreground)] lg:text-lg lg:leading-7"><b>Server response time</b>: Server response time is the time it takes for the web server to respond to a request from the user's browser. Optimizing render time ensures that users can quickly access and interact with a page's content. </li><li class="text-base leading-[1.625em] mb-2.5 text-[var(--geist-foreground)] lg:text-lg lg:leading-7"><b>Resource optimization</b>: Resources optimization is the efficient management of resources such as images, scripts, stylesheets, and other elements. Minimizing file sizes and reducing the amount of data that needs to be transferred between the server and the client speeds up performance.</li><li class="text-base leading-[1.625em] mb-2.5 text-[var(--geist-foreground)] lg:text-lg lg:leading-7"><b>Caching</b>: Caching is the storage of frequently accessed resources like images, HTML documents, and videos on the client or in intermediate servers. Proper caching techniques can reduce load times for subsequent visits and requests. </li><li class="text-base leading-[1.625em] mb-2.5 text-[var(--geist-foreground)] lg:text-lg lg:leading-7"><b>User experience (UX)</b>: UX is the overall experience of interacting with a website or web application, including factors like responsiveness, ease of navigation, and accessibility. Faster and more responsive sites tend to offer better experiences to users.</li><li class="text-base leading-[1.625em] mb-2.5 text-[var(--geist-foreground)] lg:text-lg lg:leading-7"><b>Code efficiency</b>: Code efficiency refers to the quality and efficiency of the website's frontend code, including HTML, CSS, and JavaScript. Well-structured, optimized code can improve rendering speed and reduce CPU and memory usage, resulting in better site performance.</li><li class="text-base leading-[1.625em] mb-2.5 text-[var(--geist-foreground)] lg:text-lg lg:leading-7"><b>Using a content delivery network (CDN)</b>: A CDN uses a geographically distributed network of servers to deliver content to users from locations closest to them. CDN utilization reduces latency and improves load times. </li></ol><h2 class="mt-[52px] mb-6 tracking-[-0.03rem] leading-7 lg:mt-[60px] lg:text-[2rem] lg:leading-9 heading2">Why site performance matters for UX</h2><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">When it comes to loyalty and brand perception, prioritizing speed and dynamic personalization is crucial to achieving online success.</p><h3 class="mt-8 text-xl leading-6 tracking-[-0.01rem] lg:text-2xl lg:leading-8 lg:mt-9 heading3">Brand perception: Users want your site to be fast</h3><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Slow load times have a direct impact on user behavior and play into the psychology of consumer sentiment. A fast-loading website conveys quality, efficiency, and reliability, which instills trust in the brand and its offerings.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">In fact, latency is the number one reason why consumers decide to abandon mobile sites, with <a href="https://www.deloitte.com/content/dam/Deloitte/ie/Documents/Consulting/Milliseconds_Make_Millions_report.pdf" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">10% blaming slow downloads</a> as a reason for not purchasing. Plus, when your site is fast, not only do you win and retain customers, but they are more likely to recommend you to others.</p><section class="text-[var(--geist-foreground)] text-center relative z-[100]" data-vercel-edit-target="true" style="background-color:var(--geist-background)"><blockquote class="flex flex-col items-center justify-center max-w-[600px] rounded-xl mx-auto my-8 border border-[var(--accents-2)] px-6 pb-12 pt-8 lg:px-14 lg:py-14 lg:my-10 lg:max-w-none"><figure class="overflow-hidden w-[100px] h-[100px] rounded-full flex items-center justify-center mt-3 mb-0 gradient-bg"><div class="border-4 border-white rounded-full"><div class="block lg:hidden"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:60px"><img data-version="v1" alt="" title="" loading="eager" width="60" height="60" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/1r7kQdUqubRioXtpOatY7n/6e6d323e826022c6b889f843feaf0b26/clock-icon.png"/></span></div><div class="hidden lg:block"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:68px"><img data-version="v1" alt="" title="" loading="eager" width="68" height="68" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/1r7kQdUqubRioXtpOatY7n/6e6d323e826022c6b889f843feaf0b26/clock-icon.png"/></span></div></div></figure><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7"><b>45%</b> of consumers say they’re less likely to make a purchase when the site loads slower than expected </p><div class="flex flex-col lg:flex-row"><span class="font-bold tracking-[-0.01rem] text-[var(--geist-foreground)] leading-5 lg:mr-2"></span><span class="tracking-[-0.01rem] leading-5 text-[var(--accents-5)]"><a href="https://unbounce.com/page-speed-report/" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">Source: Unbounce – Think Fast: The Page Speed Report</a></span><span class="hidden"></span></div></blockquote></section><section class="text-[var(--geist-foreground)] text-center relative z-[100]" data-vercel-edit-target="true" style="background-color:var(--geist-background)"><blockquote class="flex flex-col items-center justify-center max-w-[600px] rounded-xl mx-auto my-8 border border-[var(--accents-2)] px-6 pb-12 pt-8 lg:px-14 lg:py-14 lg:my-10 lg:max-w-none"><figure class="overflow-hidden w-[100px] h-[100px] rounded-full flex items-center justify-center mt-3 mb-0 gradient-bg"><div class="border-4 border-white rounded-full"><div class="block lg:hidden"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:60px"><img data-version="v1" alt="" title="" loading="eager" width="60" height="60" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/3LwB3SpEVpPdl58E1zanT4/bba201f3f258c41306c5ac21b1cf3290/performance-icon.png"/></span></div><div class="hidden lg:block"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:68px"><img data-version="v1" alt="" title="" loading="eager" width="68" height="68" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/3LwB3SpEVpPdl58E1zanT4/bba201f3f258c41306c5ac21b1cf3290/performance-icon.png"/></span></div></div></figure><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Consumers are <b>26%</b> more willing to recommend an ecommerce site if load times are reduced from 10 seconds to 3 seconds </p><div class="flex flex-col lg:flex-row"><span class="font-bold tracking-[-0.01rem] text-[var(--geist-foreground)] leading-5 lg:mr-2"></span><span class="tracking-[-0.01rem] leading-5 text-[var(--accents-5)]"><a href="https://www.deloitte.com/content/dam/Deloitte/ie/Documents/Consulting/Milliseconds_Make_Millions_report.pdf" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">Source: Deloitte Digital – Milliseconds Make Millions</a></span><span class="hidden"></span></div></blockquote></section><h3 class="mt-8 text-xl leading-6 tracking-[-0.01rem] lg:text-2xl lg:leading-8 lg:mt-9 heading3">Dynamic personalization: Users want a unique experience</h3><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Users are loyal to brands that they feel “get them.” In a world of countless anonymous digital experiences, a personalized, customizable experience sets your app apart from your competitors.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Historically, dynamic personalization has been at odds with performance due to the use of static pages. Adding dynamism allows you to serve up more personalized content, but often meant slower page loads, especially if your server or data is far away from your user.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">A great solution is to use middleware. Middleware allows for multiple versions of pages to be prebuilt, and returns the right page to the right user—you get the benefit of speed alongside the benefit of dynamic personalization.</p><section class="text-[var(--geist-foreground)] text-center relative z-[100]" data-vercel-edit-target="true" style="background-color:var(--geist-background)"><blockquote class="flex flex-col items-center justify-center max-w-[600px] rounded-xl mx-auto my-8 border border-[var(--accents-2)] px-6 pb-12 pt-8 lg:px-14 lg:py-14 lg:my-10 lg:max-w-none"><figure class="overflow-hidden w-[100px] h-[100px] rounded-full flex items-center justify-center mt-3 mb-0 gradient-bg"><div class="border-4 border-white rounded-full"><div class="block lg:hidden"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:60px"><img data-version="v1" alt="" title="" loading="eager" width="60" height="60" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/12Iux941TIgkGaoUnHeOS8/8630251d5076f786c44c6ea64a892d85/tool_icon.png"/></span></div><div class="hidden lg:block"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:68px"><img data-version="v1" alt="" title="" loading="eager" width="68" height="68" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/12Iux941TIgkGaoUnHeOS8/8630251d5076f786c44c6ea64a892d85/tool_icon.png"/></span></div></div></figure><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7"><b>61%</b> of customers have stopped buying from a company because a competitor provided a better experience </p><div class="flex flex-col lg:flex-row"><span class="font-bold tracking-[-0.01rem] text-[var(--geist-foreground)] leading-5 lg:mr-2"></span><span class="tracking-[-0.01rem] leading-5 text-[var(--accents-5)]"><a href="https://www.salesforce.com/content/dam/web/en_us/www/documents/e-books/state-of-the-connected-customer-report-second-edition2018.pdf" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">Source: Salesforce Research – State of the Connected Customer, 2nd Edition</a></span><span class="hidden"></span></div></blockquote></section><section class="text-[var(--geist-foreground)] text-center relative z-[100]" data-vercel-edit-target="true" style="background-color:var(--geist-background)"><blockquote class="flex flex-col items-center justify-center max-w-[600px] rounded-xl mx-auto my-8 border border-[var(--accents-2)] px-6 pb-12 pt-8 lg:px-14 lg:py-14 lg:my-10 lg:max-w-none"><figure class="overflow-hidden w-[100px] h-[100px] rounded-full flex items-center justify-center mt-3 mb-0 gradient-bg"><div class="border-4 border-white rounded-full"><div class="block lg:hidden"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:60px"><img data-version="v1" alt="" title="" loading="eager" width="60" height="60" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/4gwDxcZJvsAxQNyAzvDEJd/38614d58b606994f2a3cc28a3e6d7ebc/app_icon.png"/></span></div><div class="hidden lg:block"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:68px"><img data-version="v1" alt="" title="" loading="eager" width="68" height="68" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/4gwDxcZJvsAxQNyAzvDEJd/38614d58b606994f2a3cc28a3e6d7ebc/app_icon.png"/></span></div></div></figure><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7"><b>52%</b> of customers go out of their way to buy from their favorite brand, and the best way to ensure application stickiness is with deep personalization </p><div class="flex flex-col lg:flex-row"><span class="font-bold tracking-[-0.01rem] text-[var(--geist-foreground)] leading-5 lg:mr-2"></span><span class="tracking-[-0.01rem] leading-5 text-[var(--accents-5)]"><a href="https://d1eipm3vz40hy0.cloudfront.net/pdf/cxtrends/cx-trends-2020-full-report.pdf" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">Source: Zendesk Customer Experience Trends Report 2020</a></span><span class="hidden"></span></div></blockquote></section><h2 class="mt-[52px] mb-6 tracking-[-0.03rem] leading-7 lg:mt-[60px] lg:text-[2rem] lg:leading-9 heading2">Why site performance matters for SEO: Core Web Vitals</h2><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Core Web Vitals affect SEO, and SEO has a direct impact on revenue. </p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Good site performance directly contributes to better SEO because Google ranks your site, in part, on performance-based metrics: Core Web Vitals.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Google measures Core Web Vitals by observing how real users interact with your website and reporting that back to its servers.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">The three metrics that comprise Core Web Vitals are:</p><h3 class="mt-8 text-xl leading-6 tracking-[-0.01rem] lg:text-2xl lg:leading-8 lg:mt-9 heading3">1. Largest Contentful Paint (LCP)</h3><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">LCP measures <b>loading performance</b>:<b> </b>the time it takes for the largest content element, such as an image or text block, to become visible to the user. A fast LCP means users can quickly access and interact with the most significant parts of the webpage, leading to a more engaging browsing experience.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Aim for <a href="https://web.dev/lcp/#what-is-a-good-lcp-score" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">LCP to occur within the first 2.5 seconds</a> of the page starting to load.</p><h3 class="mt-8 text-xl leading-6 tracking-[-0.01rem] lg:text-2xl lg:leading-8 lg:mt-9 heading3">2. Interaction to Next Paint (INP)</h3><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">INP measures <b>responsiveness</b>: the time it takes for a webpage to become responsive to user input after the main content has loaded. A fast INP ensures users can quickly engage with interactive elements like buttons, links, forms, and menus without experiencing delays or unresponsiveness.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Aim for an <a href="https://web.dev/articles/inp#good-score" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">INP of less than 200 milliseconds</a>. </p><h3 class="mt-8 text-xl leading-6 tracking-[-0.01rem] lg:text-2xl lg:leading-8 lg:mt-9 heading3">3. Cumulative Layout Shift (CLS) </h3><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">CLS measures <b>visual stability</b>:<b> </b>the unexpected layout shifts that occur as content loads on a webpage, causing elements like buttons, images, or text to unexpectedly move around or "flicker." A low CLS score indicates that the webpage's layout remains stable and predictable, allowing users to interact with content without frustration or confusion. </p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Aim for a <a href="https://web.dev/cls/#what-is-a-good-cls-score" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">CLS score of less than 0.1</a>. </p><h2 class="mt-[52px] mb-6 tracking-[-0.03rem] leading-7 lg:mt-[60px] lg:text-[2rem] lg:leading-9 heading2">The impact of SEO on revenue</h2><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">SEO can have a significant impact on revenue in three key ways:</p><h3 class="mt-8 text-xl leading-6 tracking-[-0.01rem] lg:text-2xl lg:leading-8 lg:mt-9 heading3">Increased organic traffic</h3><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">By optimizing your website for search, you improve its chances of ranking highly on search engine results pages (SERPs). This increased visibility leads to more organic traffic, as users are more likely to click on websites that appear higher in search results. With more traffic comes more potential customers, leading to increased sales and revenue.</p><h3 class="mt-8 text-xl leading-6 tracking-[-0.01rem] lg:text-2xl lg:leading-8 lg:mt-9 heading3">Higher conversion rates</h3><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Core Web Vitals define a common set of quality signals to measure user experience across the web—so when you optimize Core Web Vitals, you're also optimizing UX. This makes it easier and more enjoyable for visitors to use your site. A user-friendly website is more likely to convert visitors into customers, leading to increased revenue.</p><h3 class="mt-8 text-xl leading-6 tracking-[-0.01rem] lg:text-2xl lg:leading-8 lg:mt-9 heading3">Competitive advantage</h3><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">A strong online presence is essential for staying competitive. Businesses that invest in SEO are more likely to outrank their competitors in search results, leading to increased visibility and market share. This competitive advantage can translate into higher revenue as more customers choose your business over competitors.</p><section class="text-[var(--geist-foreground)] text-center relative z-[100]" data-vercel-edit-target="true" style="background-color:var(--geist-background)"><blockquote class="flex flex-col items-center justify-center max-w-[600px] rounded-xl mx-auto my-8 border border-[var(--accents-2)] px-6 pb-12 pt-8 lg:px-14 lg:py-14 lg:my-10 lg:max-w-none"><figure class="overflow-hidden w-[100px] h-[100px] rounded-full flex items-center justify-center mt-3 mb-0 gradient-bg"><div class="border-4 border-white rounded-full"><div class="block lg:hidden"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:60px"><img data-version="v1" alt="" title="" loading="eager" width="60" height="60" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/3LwB3SpEVpPdl58E1zanT4/bba201f3f258c41306c5ac21b1cf3290/performance-icon.png"/></span></div><div class="hidden lg:block"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:68px"><img data-version="v1" alt="" title="" loading="eager" width="68" height="68" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/3LwB3SpEVpPdl58E1zanT4/bba201f3f258c41306c5ac21b1cf3290/performance-icon.png"/></span></div></div></figure><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Rakuten's improved vitals brought a <b>53.4%</b> increase in revenue per visitor, <b>33.1%</b> increase in conversion rate, <b>15.2%</b> increase in average order value, <b>35.1%</b> reduction in exit rate, and more.</p><div class="flex flex-col lg:flex-row"><span class="font-bold tracking-[-0.01rem] text-[var(--geist-foreground)] leading-5 lg:mr-2"></span><span class="tracking-[-0.01rem] leading-5 text-[var(--accents-5)]"><a href="https://web.dev/case-studies/rakuten" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">Source: How Rakuten 24's investment in Core Web Vitals increased revenue per visitor by 53.37% and conversion rate by 33.13%</a></span><span class="hidden"></span></div></blockquote></section><section class="text-[var(--geist-foreground)] text-center relative z-[100]" data-vercel-edit-target="true" style="background-color:var(--geist-background)"><blockquote class="flex flex-col items-center justify-center max-w-[600px] rounded-xl mx-auto my-8 border border-[var(--accents-2)] px-6 pb-12 pt-8 lg:px-14 lg:py-14 lg:my-10 lg:max-w-none"><figure class="overflow-hidden w-[100px] h-[100px] rounded-full flex items-center justify-center mt-3 mb-0 gradient-bg"><div class="border-4 border-white rounded-full"><div class="block lg:hidden"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:60px"><img data-version="v1" alt="" title="" loading="eager" width="60" height="60" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/4gwDxcZJvsAxQNyAzvDEJd/38614d58b606994f2a3cc28a3e6d7ebc/app_icon.png"/></span></div><div class="hidden lg:block"><span aria-label="" class="avatar_avatar__3ccqO border-none" data-geist-avatar="" data-mask="true" data-resolved="false" data-version="v1" role="img" style="--size:68px"><img data-version="v1" alt="" title="" loading="eager" width="68" height="68" decoding="sync" data-nimg="1" class="image_intrinsic__ulrJk object-contain" style="color:transparent" src="https://images.ctfassets.net/e5382hct74si/4gwDxcZJvsAxQNyAzvDEJd/38614d58b606994f2a3cc28a3e6d7ebc/app_icon.png"/></span></div></div></figure><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Yelp reduced First Contentful Paint (75th percentile) by <b>45%</b> and Yelp Page Complete (75th percentile) by <b>25%</b> and saw a <b>15%</b> improvement in their conversion rate. </p><div class="flex flex-col lg:flex-row"><span class="font-bold tracking-[-0.01rem] text-[var(--geist-foreground)] leading-5 lg:mr-2"></span><span class="tracking-[-0.01rem] leading-5 text-[var(--accents-5)]"><a href="https://engineeringblog.yelp.com/2021/01/boosting-user-conversion-with-ux-performance-wins.html" rel="noopener" target="_blank" data-zone="null" class="link_link__hbWKh link_highlight__kJZF9">Source: Boosting user conversion with UX performance wins</a></span><span class="hidden"></span></div></blockquote></section><h2 class="mt-[52px] mb-6 tracking-[-0.03rem] leading-7 lg:mt-[60px] lg:text-[2rem] lg:leading-9 heading2">Conclusion</h2><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">If a site delights users through personalization and good UX, <i>and</i> is optimized for discovery through search, it will stand apart in a crowded market.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7">Engineering investments behind the scenes of marketing and ecommerce sites can reap measurable benefits in site performance—and improve your business’s bottom line.</p><p class="text-base leading-6 my-5 tracking-[-0.01rem] lg:text-lg lg:leading-7"></p></div></main><div class="stack_stack__iZkUS stack article-page_mobile-menu__eGl1s mobile-contents-menu_mobile-contents-menu__NB8vH" data-version="v1" style="--stack-flex:initial;--stack-direction:column;--stack-align:flex-start;--stack-justify:flex-start;--stack-padding:0px;--stack-gap:0px"><button type="button" class="button_base__BjwbK reset_reset__KRyvc" 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Deloitte Digital – Milliseconds Make Millions\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}}]}]},\"text\":{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Consumers are \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"26%\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" more willing to recommend an ecommerce site if load times are reduced from 10 seconds to 3 seconds \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"},\"avatar\":{\"metadata\":{\"tags\":[],\"concepts\":[]},\"sys\":{\"space\":{\"sys\":{\"type\":\"Link\",\"linkType\":\"Space\",\"id\":\"e5382hct74si\"}},\"id\":\"3LwB3SpEVpPdl58E1zanT4\",\"type\":\"Asset\",\"createdAt\":\"2023-04-21T17:38:58.198Z\",\"updatedAt\":\"2023-04-21T17:38:58.198Z\",\"environment\":{\"sys\":{\"id\":\"master\",\"type\":\"Link\",\"linkType\":\"Environment\"}},\"publishedVersion\":3,\"revision\":1,\"locale\":\"en-US\"},\"fields\":{\"title\":\"performance-icon\",\"description\":\"\",\"file\":{\"url\":\"//images.ctfassets.net/e5382hct74si/3LwB3SpEVpPdl58E1zanT4/bba201f3f258c41306c5ac21b1cf3290/performance-icon.png\",\"details\":{\"size\":395,\"image\":{\"width\":74,\"height\":74}},\"fileName\":\"performance-icon.png\",\"contentType\":\"image/png\"}}}}}},\"content\":[],\"nodeType\":\"embedded-entry-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Dynamic personalization: Users want a unique experience\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Users are loyal to brands that they feel “get them.” In a world of countless anonymous digital experiences, a personalized, customizable experience sets your app apart from your competitors.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Historically, dynamic personalization has been at odds with performance due to the use of static pages. Adding dynamism allows you to serve up more personalized content, but often meant slower page loads, especially if your server or data is far away from your user.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"A great solution is to use middleware. Middleware allows for multiple versions of pages to be prebuilt, and returns the right page to the right user—you get the benefit of speed alongside the benefit of dynamic personalization.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"metadata\":{\"tags\":[],\"concepts\":[]},\"sys\":{\"space\":{\"sys\":{\"type\":\"Link\",\"linkType\":\"Space\",\"id\":\"e5382hct74si\"}},\"id\":\"n26qonBGJXDRZsY48EriV\",\"type\":\"Entry\",\"createdAt\":\"2024-04-19T21:10:25.775Z\",\"updatedAt\":\"2024-04-26T15:45:55.587Z\",\"environment\":{\"sys\":{\"id\":\"master\",\"type\":\"Link\",\"linkType\":\"Environment\"}},\"publishedVersion\":14,\"revision\":3,\"contentType\":{\"sys\":{\"type\":\"Link\",\"linkType\":\"ContentType\",\"id\":\"quote\"}},\"locale\":\"en-US\"},\"fields\":{\"name\":\"61%\",\"quoteauthor\":{\"nodeType\":\"document\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"data\":{\"uri\":\"https://www.salesforce.com/content/dam/web/en_us/www/documents/e-books/state-of-the-connected-customer-report-second-edition2018.pdf\"},\"content\":[{\"nodeType\":\"text\",\"value\":\"Source: Salesforce Research – State of the Connected Customer, 2nd Edition\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}}]}]},\"text\":{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"61%\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" of customers have stopped buying from a company because a competitor provided a better experience \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"},\"avatar\":{\"metadata\":{\"tags\":[],\"concepts\":[]},\"sys\":{\"space\":{\"sys\":{\"type\":\"Link\",\"linkType\":\"Space\",\"id\":\"e5382hct74si\"}},\"id\":\"12Iux941TIgkGaoUnHeOS8\",\"type\":\"Asset\",\"createdAt\":\"2023-04-21T17:32:53.080Z\",\"updatedAt\":\"2023-04-21T17:32:53.080Z\",\"environment\":{\"sys\":{\"id\":\"master\",\"type\":\"Link\",\"linkType\":\"Environment\"}},\"publishedVersion\":3,\"revision\":1,\"locale\":\"en-US\"},\"fields\":{\"title\":\"tool icon\",\"description\":\"\",\"file\":{\"url\":\"//images.ctfassets.net/e5382hct74si/12Iux941TIgkGaoUnHeOS8/8630251d5076f786c44c6ea64a892d85/tool_icon.png\",\"details\":{\"size\":2268,\"image\":{\"width\":178,\"height\":178}},\"fileName\":\"tool icon.png\",\"contentType\":\"image/png\"}}}}}},\"content\":[],\"nodeType\":\"embedded-entry-block\"},{\"data\":{\"target\":{\"metadata\":{\"tags\":[],\"concepts\":[]},\"sys\":{\"space\":{\"sys\":{\"type\":\"Link\",\"linkType\":\"Space\",\"id\":\"e5382hct74si\"}},\"id\":\"3OcMlHaed2GAy8K8CuORG9\",\"type\":\"Entry\",\"createdAt\":\"2024-04-19T21:11:44.334Z\",\"updatedAt\":\"2024-04-26T15:46:16.008Z\",\"environment\":{\"sys\":{\"id\":\"master\",\"type\":\"Link\",\"linkType\":\"Environment\"}},\"publishedVersion\":14,\"revision\":3,\"contentType\":{\"sys\":{\"type\":\"Link\",\"linkType\":\"ContentType\",\"id\":\"quote\"}},\"locale\":\"en-US\"},\"fields\":{\"name\":\"52%\",\"quoteauthor\":{\"nodeType\":\"document\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"data\":{\"uri\":\"https://d1eipm3vz40hy0.cloudfront.net/pdf/cxtrends/cx-trends-2020-full-report.pdf\"},\"content\":[{\"nodeType\":\"text\",\"value\":\"Source: Zendesk Customer Experience Trends Report 2020\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}}]}]},\"text\":{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"52%\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" of customers go out of their way to buy from their favorite brand, and the best way to ensure application stickiness is with deep personalization \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"},\"avatar\":{\"metadata\":{\"tags\":[],\"concepts\":[]},\"sys\":{\"space\":{\"sys\":{\"type\":\"Link\",\"linkType\":\"Space\",\"id\":\"e5382hct74si\"}},\"id\":\"4gwDxcZJvsAxQNyAzvDEJd\",\"type\":\"Asset\",\"createdAt\":\"2023-04-21T17:34:56.550Z\",\"updatedAt\":\"2023-04-21T17:34:56.550Z\",\"environment\":{\"sys\":{\"id\":\"master\",\"type\":\"Link\",\"linkType\":\"Environment\"}},\"publishedVersion\":3,\"revision\":1,\"locale\":\"en-US\"},\"fields\":{\"title\":\"app icon\",\"description\":\"\",\"file\":{\"url\":\"//images.ctfassets.net/e5382hct74si/4gwDxcZJvsAxQNyAzvDEJd/38614d58b606994f2a3cc28a3e6d7ebc/app_icon.png\",\"details\":{\"size\":569,\"image\":{\"width\":89,\"height\":89}},\"fileName\":\"app icon.png\",\"contentType\":\"image/png\"}}}}}},\"content\":[],\"nodeType\":\"embedded-entry-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Why site performance matters for SEO: Core Web Vitals\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Core Web Vitals affect SEO, and SEO has a direct impact on revenue. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Good site performance directly contributes to better SEO because Google ranks your site, in part, on performance-based metrics: Core Web Vitals.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Google measures Core Web Vitals by observing how real users interact with your website and reporting that back to its servers.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The three metrics that comprise Core Web Vitals are:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"1. Largest Contentful Paint (LCP)\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"LCP measures \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"loading performance\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\":\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\" \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"the time it takes for the largest content element, such as an image or text block, to become visible to the user. A fast LCP means users can quickly access and interact with the most significant parts of the webpage, leading to a more engaging browsing experience.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Aim for \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://web.dev/lcp/#what-is-a-good-lcp-score\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"LCP to occur within the first 2.5 seconds\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" of the page starting to load.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"2. Interaction to Next Paint (INP)\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"INP measures \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"responsiveness\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\": the time it takes for a webpage to become responsive to user input after the main content has loaded. A fast INP ensures users can quickly engage with interactive elements like buttons, links, forms, and menus without experiencing delays or unresponsiveness.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Aim for an \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://web.dev/articles/inp#good-score\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"INP of less than 200 milliseconds\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"3. Cumulative Layout Shift (CLS) \",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"CLS measures \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"visual stability\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\":\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\" \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"the unexpected layout shifts that occur as content loads on a webpage, causing elements like buttons, images, or text to unexpectedly move around or \\\"flicker.\\\" A low CLS score indicates that the webpage's layout remains stable and predictable, allowing users to interact with content without frustration or confusion. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Aim for a \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://web.dev/cls/#what-is-a-good-cls-score\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"CLS score of less than 0.1\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The impact of SEO on revenue\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"SEO can have a significant impact on revenue in three key ways:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Increased organic traffic\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"By optimizing your website for search, you improve its chances of ranking highly on search engine results pages (SERPs). This increased visibility leads to more organic traffic, as users are more likely to click on websites that appear higher in search results. With more traffic comes more potential customers, leading to increased sales and revenue.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Higher conversion rates\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Core Web Vitals \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"define a common set of quality signals to measure user experience across the web—s\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"o when you optimize Core Web Vitals, you're also optimizing UX. This makes it easier and more enjoyable for visitors to use your site. A user-friendly website is more likely to convert visitors into customers, leading to increased revenue.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Competitive advantage\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"A strong online presence is essential for staying competitive. Businesses that invest in SEO are more likely to outrank their competitors in search results, leading to increased visibility and market share. This competitive advantage can translate into higher revenue as more customers choose your business over 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rate by 33.13%\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"},\"text\":{\"nodeType\":\"document\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Rakuten's improved vitals brought a \",\"marks\":[],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"53.4%\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" increase in revenue per visitor, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"33.1%\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" increase in conversion rate, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"15.2%\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" increase in average order value, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"35.1%\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" reduction in exit rate, and 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