Speed is vital for business. It affects the conversions, bounce rates, SEO ranking, etc. According to Google, visitors are 32% more likely to abandon the site, when the loading time goes from 1 second to 3 seconds*. If you know the conversion rate of your site or the impact the site has for your business, you can easily calculate how much business you lose due to a slow website. Speed is now a dominant success factor even for Google search and Ads.
But what is speed?
There are numerous ways to measure speed. Some prefer using Google´s Core Web Vitals and other established measurements. I believe, the following metrics are the most important:
When you start creating the campaign, you begin your process by searching for USPs and argumentation related to the product. You might check the old image bank, which is full of various images and a few videos. You create a draft of the campaign or receive a proposal from your advertising agency. This proposal is then circulated in the organization for feedback and comments. Eventually, when the campaign is ready to be published, your deadline has almost passed, and you haven't had time to localize the messages.
Core Web Vitals:
Largest Contentful Paint (LCP): This means when for example the time it takes for a hero image to be downloaded
First Input Delay (FID): It is a measure of interactivity. The time that passes from that the user e.g. clicks on something on the page until the clicked button gives a response back.
Cumulative Layout Shift (CLS): It gives measure website stability and provides a figure of unexpected layout shift.
Others useful measurements are:
First Contentful Paint: This means the time it takes for the the site to give a response (ping).
Time to interactive: The time it takes before the visitor can perform actions on the page.