Glossary
Website Performance

Website Performance quick guide

Definition

Website Performance refers to how quickly and efficiently a website loads, responds to user actions, and delivers a seamless experience across devices and browsers. It encompasses elements such as page load speed, interactivity, and overall usability.

Why It Matters

Website performance directly impacts user experience (UX), search engine rankings, and conversion rates. A slow or poorly performing website can lead to:

  • Higher bounce rates as users abandon the site.
  • Lower search rankings since Google prioritizes fast-loading websites.
  • Lost revenue opportunities due to decreased conversions.

Improved website performance keeps visitors engaged, builds trust, and boosts your competitive edge.

Key Components

  1. Page Load Time: How quickly a page’s content appears. Faster is always better.
  2. Time to First Byte (TTFB): The time it takes for the server to respond to the user’s browser.
  3. Core Web Vitals: Google's key metrics for website performance, including:
    • Largest Contentful Paint (LCP): Time to load the largest visible content.
    • First Input Delay (FID): How quickly a page responds to the first interaction.
    • Cumulative Layout Shift (CLS): Stability of page elements while loading.
  4. Mobile Performance: Ensuring speed and usability on mobile devices.
  5. Server Performance: The efficiency of hosting infrastructure and servers.

Best Practices

  • Optimize Images: Compress and resize images to reduce file sizes.
  • Leverage Caching: Use browser and server-side caching to speed up load times.
  • Minimize HTTP Requests: Reduce external requests for CSS, JavaScript, and other assets.
  • Enable Content Delivery Networks (CDNs): Use CDNs to distribute content globally and reduce latency.
  • Use Asynchronous Loading: Load scripts and media that don’t block page rendering.
  • Monitor Core Web Vitals: Regularly analyze and improve Google’s performance metrics.
  • Reduce Third-Party Scripts: Minimize the use of unnecessary external tools.

Real-World Example

Walmart
When Walmart optimized its website performance, the company discovered that:

  • For every 1-second improvement in page load time, conversions increased by 2%.
  • Visitors stayed longer, engaged more, and completed more purchases.

By focusing on speed and responsiveness, Walmart improved its bottom line and enhanced the customer experience.