Core Web Vitals: why your site speed determines your sales

When a visitor opens your page, the first few seconds decide whether they stay. Google measures this experience through three metrics called Core Web Vitals and factors them directly into ranking.

LCP (Largest Contentful Paint): The time it takes for the largest visual element to load. The target is under 2.5 seconds. Compressing large images, using modern formats (WebP/AVIF) and loading critical content first all improve this metric.

INP (Interaction to Next Paint): Measures how quickly the interface responds when a user clicks. Splitting heavy JavaScript and deferring non-essential scripts is decisive here.

CLS (Cumulative Layout Shift): The shifting of elements while the page loads. Giving images and ad slots fixed dimensions and loading fonts correctly prevents shifting.

These metrics are not just a technical goal; every 100 milliseconds of delay measurably lowers your conversion rate. A fast site means more sales from the same ad budget.

At BabaAjans we build corporate web projects with a performance budget from day one and measure every page on real devices before launch. Speed is part of the design, not a feature bolted on later.