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With the Web Vital Initiative, Google presents a possibility to support companies in optimizing the loading speed of their website. A ranking shows who belongs to the top of the class in e-commerce.

An improvement in loading speed of just 100 milliseconds can increase the number of conversions by up to eight percent - says Google, and with the Web Vital Initiative, it presents a possibility to help companies take a differentiated look at the loading speed of a page.

According to Google, three metrics in particular have a lasting effect on whether or not users have a first-class website experience.

  • Loading time, measured on the Largest Contentful Paint (LCP)

    The LCP measures when the main element of a page is loaded - so that it is visible to the user. This shouldn't take longer than 2.5 seconds.

  • Interaction, measured by the First Input Delay (FID)

    The First Input Delay measures how quickly elements such as search fields and buttons on the website become functional and clickable. Up to 100 milliseconds are tolerable for users.

  • Stability as measured by the Cumulative Layout Shift (CLS)

    The CLS shows how big the shifts of the elements are during the page layout. The best example: buttons that jump at the very moment you want to click them. If the CLS is 0.1, everything is in the green area.

Best in class e-commerce

According to Google, 32 percent of German websites already achieve good values ​​in the Core Web Vitals. In comparison, Germany is in a better position than the competition in the USA, Great Britain and the largest European markets.

The following ranking shows who is among the best in the e-commerce class in this country:

Google does not give exact values.

In order to optimize loading times, myToys works, for example, both in larger projects, such as migration to the cloud, and in daily business in cross-functional teams. "Because a fast website, an essential driver of the user experience, is the result of high-performance technology and optimized content," says Florian Schoppé, Team Leader User Experience myToys.

Tips for getting started with the "Core Web Vitals" optimization:

  1. Check whether the website already meets the user-centric quality criteria of the Core Web Vitals and how many visitors to the website do not yet have a sufficiently good user experience.

  2. Continuous optimization and measurement of web performance; add the Core Web Vitals to existing dashboards.

  3. When optimizing, pay particular attention to the loading time of the largest elements (LCP), the functionality of the clickable elements (FID) and the visual stability (CLS).