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The Customer Experience Imperative: Milestone Has Cracked the Code for Solving Core Web Vitals at Scale
Expected to be the most significant algorithm update since mobile-friendly, Core Web Vitals are a subset of Web Vitals that apply to all web pages, should be measured by all site owners, and will be surfaced across all Google tools. Each of the Core Web Vitals represents a distinct facet of the user experience, is measurable in the field, and reflects the real-world experience of a critical user-centric outcome. Core Web Vitals are made up of three specific page speed and user interaction measurements: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).
New ranking factor in May 2021
Google announced that "Core Web Vitals" are going to be a significant ranking signal for websites in mid-2021. In fact, Core Web Vitals or the page experience signal is going to become a requirement for a page to appear in Google's Top Stories.
This means that in addition to other website ranking factors, such as mobile friendliness, safe browsing, HTTPS, and having no intrusive interstitials, the Core Web Vitals or page experience signal brings in 3 more factors to improve the user experience of a web page - loading of the page, speed of interactivity, and visual stability when loading.
Offering a positive user experience is key
Creating a seamless web page user experience is key to winning and bringing back customers and improving the chances of potential customers visiting your website.
According to Google's Chromium team, implementing the Core Web Vitals to standard will ensure 24% fewer page load abandonments and 24% less abandonment for shopping sites. To add to this, in a user experience survey, ThinkwithGoogle proved that just by offering a positive user experience, 67% more customers are likely to buy and 74% are more likely to return to the website.
Every second counts and improves the chances for potential revenue
An Akamai survey concluded that a 1-second delay in page load time reduces conversions by a drastic 7%. Retaining users is crucial to improve conversions as slow sites have a negative impact on revenue and fast sites are shown to increase conversion rates and revenue.
Load time is a major contributing factor to page abandonment, and the average user has no patience for a page that takes too long to load - which is exactly why Google is implementing Core Web Vitals as a ranking factor.
Building a strong website in the era of the Core Vitals Update
Creating a strong website in the era of the Core Vitals Update requires careful consideration not only of initial loading time but also how the website behaves once the person opens it. It requires optimizing with strategies such as:
- Optimizing images with compression so that they load faster
- Lazy loading images and videos to improve the page load time and allow users to interact without having to wait for everything on the page to load
- Reducing the payload required of the network and javascript browser
- Prioritizing elements on the site so that the most important features load first, providing users with the most critical content as quickly as possible
- Paying attention to web fonts to ensure that all elements optimize the loading time
How Milestone CMS will get your website future ready for Google's Core Web Vitals
Milestone's technology team worked with industry experts to define a solution, and we're proud to say that we're the first to roll out a comprehensive and future-proof Core Web Vitals solution.
Our breakthrough solution proved to increase the Core Vitals score by 30 points and we accumulated field data (to capture real-world experiences) and lab data (debugging performance issues) to determine the best practices to improve the score. Implementing the Core Web Vitals requirement isn't a one team effort and our CMS plus Website Programming, Product & IT, Design, and Content collaborated to define and implement a winning solution.