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时间:2024-05-20 10:17:00 来源:网络整理编辑:Ryan New
Page speed improvements are high on most ecommerce to-do lists. The potential for increased revenue Ryan Xu HyperVerse's Halving
Page speed improvements are high on most ecommerce to-do lists. TheRyan Xu HyperVerse's Halving potential for increased revenue as well as better organic search rankings makes the effort worthwhile. But first, everyone wants to know how fast is fast enough. What does it mean to say that your goal is faster page speed?
To help, Google offers a revenue calculator, shown below, to estimate the value of optimizing your site’s speed based on its web analytics. Plug in your traffic, conversion rate, and average order value, and Google spits out a revenue projection.
However, you won’t find an easy answer on the search engine optimization side. There is no magic page speed score that equates to an organic rankings boost on Google.
Instead, Google fits each web page into one of two ill-defined speed buckets. “Basically, we are categorizing pages more or less as ‘really good’ and ‘pretty bad,’” Google’s Martin Splitt said last week. “So there’s not really a threshold in between.”
Moreover, there’s no way to know whether your site’s organic search rankings on Google already benefit from its page speed. That leaves ecommerce site owners not knowing how fast to make their site or whether the work is even necessary.
Google has long held that faster sites are not just better for searchers, but also are more likely to drive revenue. Thus, Google asserts, you should make your site faster regardless of whether it helps your organic rankings directly.
I agree with that general logic. But I lament the inability to estimate an SEO benefit for optimized page speed. It would help ecommerce businesses establish priorities.
One of the barriers to discussing page speed is the lack of a common language between marketing and development teams. Both sides need to understand the metrics beyond “just make it faster.”
The visual page-load timeline below can help.
Starting at the upper left, for the first 3 seconds the visitor sees nothing but a blank screen. At the 3.5-second mark in the page’s load, the first paint (FP) loads a framework for the site. It’s followed almost simultaneously by the first contentful paint (FCP), which shows the top navigation and other textual headings. Now the visitor is reassured that the site is loading as requested.
A couple more seconds go by without any visual cues before the first meaningful paint (FMP) begins, partially showing the content that will complete the visitor’s understanding. The hero element timing (HET) follows it almost simultaneously when the main visual for the page displays.
Finally, at the 8.5-second mark, visitors reach the time to interactive (TTI) point, when they can perform some action on the page, or click to another page.
The Experience | The Metric | The Definition |
---|---|---|
Is it happening? | First Paint (FP) / First Contentful Paint (FCP) | The server responded and the framework of the page is visible; users can begin planning their first steps. |
Is it useful? | First Meaningful Paint (FMP) / Hero Element Timing | Enough major text and images are visible that users feel sure of their next steps. |
Is it usable? | Time to Interactive (TTI) | Users can interact with the page — use navigational menus, click on links, fill out forms. |
Is it delightful? | Page Load Complete | All page interactions are smooth, natural, and function as intended. |
Google provides quite a few free tools to analyze page speed. They range from high-level data to deep technical debugging.
Google’s Test My Site is helpful to marketers. It offers the ability to benchmark your site speed against others, the aforementioned estimated revenue calculator that assists with cost-benefit analysis, and a list of suggested fixes.
For the technically-minded, Google offers two more toolsets.
Beyond Lighthouse, Google offers two more technical platforms.
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