Example
After compressing images and removing render-blocking scripts, a client's homepage load time drops from 6.2s to 1.8s, improving bounce rate by 30%.
A 1-second delay in mobile page load time can reduce conversions by up to 20%, according to Google's research on mobile page speed and business impact — making performance a direct revenue concern.
What it applies to
Every page on the website — but prioritise the highest-traffic pages (homepage, landing pages, key product pages) where performance improvements have the greatest business impact.
How to measure page speed
- Google PageSpeed Insights: Provides both Lab data (Lighthouse simulation) and Field data (real Chrome user measurements). The Field data is what Google uses for ranking.
- GTmetrix: Waterfall chart showing every asset loaded — useful for identifying slow third-party scripts.
- Chrome DevTools → Network tab: Real-time asset loading with size, timing, and caching information.
The highest-impact improvements
- Optimise images: Compress images, convert to WebP/AVIF, set explicit dimensions, and lazy load below-the-fold images.
- Eliminate render-blocking resources: Defer non-critical JavaScript and remove unused CSS.
- Use a CDN: Serves assets from geographically closer servers — reduces TTFB for global audiences.
- Enable caching: Set appropriate cache headers so repeat visitors load cached assets instead of re-downloading everything.
- Audit third-party scripts: Every analytics tag, chat widget, and ad pixel adds load time. Remove unused scripts monthly.
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