Web Design
Why Page Speed Means Sales: A Core Web Vitals Guide
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Every second of delay lowers conversion. Understand LCP, INP and CLS and speed up your site with practical fixes.
Google’s Core Web Vitals are both a ranking signal and a summary of user experience. A slow site also wastes ad budget.
The three metrics
- LCP: time until the main visual appears; target under 2.5 s.
- INP: response time to interaction; target under 200 ms.
- CLS: layout jumps while loading; target under 0.1.
Highest-impact fixes
- Serve images as WebP/AVIF at the right size.
- Defer non-critical scripts and reduce third-party code.
- Self-host fonts with preloading.
- Reserve fixed dimensions for images and ad slots.
- Use a CDN and server caching.
In our projects, bringing LCP from 4 s down to 1.8 s raised form conversion by around 20 percent.
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