The loading speed of a website, known as page speed, is a crucial metric that measures how quickly the content of a page loads and is visible to the user and ready for interaction. It is a fundamental factor for the user experience and has a significant impact on the user experience. Search engine optimization (SEO).
What is page speed?
Page speed refers to the amount of time it takes a web browser to display the entire content of a particular URL. This includes not only the pure loading time of the server response, but also the time it takes to fully render all elements such as text, images, videos, scripts and stylesheets. Modern page speed analyses focus on a series of key figures that precisely map the user's perception of speed.
Key metrics for this are the Core Web Vitals from Google. These include:
- Largest Contentful Paint (LCP): Measures the time it takes for the largest visible content element on the page to load. A good LCP value is 2.5 seconds or less.
- Interaction to Next Paint (INP): This metric has officially replaced First Input Delay (FID) as the core web vital for interactivity since March 12, 2024. INP measures the total interaction latency of a page, from the first user interaction to the display of the next frame. A good INP value is 200 milliseconds or less.
- Cumulative Layout Shift (CLS): Quantifies the visual stability of a page by measuring the unexpected displacement of content elements during loading. A good CLS value is 0.1 or less.
These metrics are crucial for evaluating the actual user perception of speed and identifying optimization potential. A fast page speed means a smooth user journey, which leads directly to an increase in Conversion rate can contribute.
Why is page speed crucial for the success of a website?
The loading speed of a website is a direct indicator of the quality of the user experience. Nowadays, visitors expect websites to be available almost immediately. Studies show that the Abort rate (bounce rate) increases significantly the longer a page takes to load. For example, the probability of a visitor bouncing increases by 32 % when the loading time of a page increases from one to three seconds. In addition, conversion rates decrease on average by 4.42 % with every additional second of loading time (between 0 and 5 seconds).
From an SEO perspective, page speed has long been a confirmed Ranking factor from Google. Core Web Vitals in particular have been official ranking signals since the „Page Experience Update“ in 2021. Search engines prefer fast-loading pages as they offer a better user experience and are therefore more relevant for searchers. An optimized loading speed not only improves the Ranking in the search results, but also the visibility in mobile search queries, where fast charging times are even more critical due to different network conditions.
An optimized page speed leads to a number of advantages:
- Reduction of the bounce rate: Users stay on the page longer.
- Improved user experience: Fast interaction and seamless browsing.
- Increasing the conversion rate: more efficient achievement of business goals.
- Better SEO ranking: Positive influence through Core Web Vitals.
- More efficient Indexing: Search engine crawler can capture more pages in less time.
The continuous monitoring and optimization of page speed is therefore an indispensable part of any successful website. digital strategy.
