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Core Web Vitals are an important and objective benchmark for measuring user experience, making them metrics every team should consider.
As Mike Lively, SVP of Engineering at Slickdeals, says on The Frictionless Experience:
"It's the first time we have measurements that actually truly reflect user experience. It definitely raises the bar for what you need to do to be successful from a user experience and performance perspective. But at the same time, it set a clearly understood bar that where you knew if you met it, you're actually truly making a difference for your users."
Core Web Vitals no longer only sit within the developer team but are essential for every team within an organization, including business leaders all the way up to the C-Suite, marketing and SEO, product, and eCommerce.
Why? Google has elevated Core Web Vitals to not only measure UX but also include them as ranking signals that impact your Google search rankings and, in turn, drive traffic to your website and conversions on your web pages.
Commenting on this consideration, Nick Paladino, host of The Frictionless Experience, says:
"Google adding SEO as a consideration with Core Web Vitals helps create better website experiences. What I find very cool about Core Web Vitals is that it's pretty much the first time we've been able to quantify the user experience. Because the interactivity of INP matters a lot. The stability of the site matters a lot. And that's what helps us to make sure that we're doing right for our customers."
Here's why Core Web Vitals should matter to every team
One crucial aspect of delivering frictionless user experiences is optimizing Core Web Vitals. So if you're a business leader or on the marketing or product team, here are 7 reasons why Core Web Vitals matter.
1. User Experience (UX) Impact
Core Web Vitals directly impact user experience by measuring critical aspects of web performance, such as loading time, interactivity, and visual stability. Poor performance in these areas can lead to increased bounce rates, lower engagement, and decreased conversions.
2. SEO Ranking
Search engines like Google consider Core Web Vitals as part of their ranking algorithms. Websites that provide a better user experience by meeting or exceeding Core Web Vitals standards are more likely to rank higher in search results, leading to increased visibility and organic traffic. The world's top brands understand the importance of maintaining a strong online presence and leveraging SEO and UX strategies to attract, convert, and retain more consumers.
3. Competitive Advantage
When digital competition is fierce, providing an exceptional user experience can be a crucial differentiator. Teams that prioritize Core Web Vitals and optimize their website accordingly can gain a competitive edge over rivals with friction-filled sites.
4. Customer Loyalty
A fast, responsive, and visually stable website enhances customer satisfaction and encourages repeat visits. Positive user experiences increase customer loyalty and advocacy, driving long-term business growth.
5. Conversion Rate Optimization (CRO)
Core Web Vitals optimization can directly impact conversion rates by reducing friction in the user journey. Faster loading times, smoother interactions, and improved visual stability can all contribute to higher conversion rates and increased revenue.
6. Brand Reputation
A website that consistently delivers a poor user experience due to friction, like slow loading times, unresponsive pages, or layout shifts, can damage the brand's reputation. Conversely, delivering a fast, reliable, and user-friendly website enhances brand perception and fosters consumer trust.
7. Cross-Functional Collaboration
Prioritizing Core Web Vitals encourages collaboration across different teams within an organization. Marketing, product, and eCommerce teams can work together to identify, quantify, and resolve friction, ensuring alignment with overall business goals and objectives. To achieve this, prioritize a culture of continuous experience optimization to iteratively improve the user experience and keep pace with evolving consumer expectations.
Prioritizing Core Web Vitals to Enhance User Experience and Drive Business Outcomes
Core Web Vitals are crucial for every team within an organization as they directly impact user experience and business outcomes, such as SEO performance and conversion rates. So ignoring Core Web Vitals can result in missed opportunities and hindered business growth.
Teams rely on data to make informed decisions about resource allocation, investment priorities, and strategic planning. Core Web Vitals metrics provide valuable insights into website performance and user behavior, enabling leaders to identify areas for improvement and allocate resources effectively.
By embracing Core Web Vitals, it's not just about meeting technical standards; it's about delivering frictionless user experiences that foster customer trust and loyalty and maximize your business results.
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