26 Jul 2024

Core Web Vitals Decoded: 7 Must-Know Tips for B2B Brands

In today’s rapidly evolving business environment, your website’s performance is critical to your B2B brand’s success. And in a digital landscape where everyone’s vying for attention, having a site that’s sluggish or hard to navigate is like showing up to a meeting in pyjamas. 

With Google constantly updating its playbook – hello, new Core Web Vitals metric, Interaction to Next Paint (INP) – keeping your site in top shape is more important than ever. 

So, for those debating the merits of a Core Web Vitals optimisation project, don’t sweat it. We’ve cracked the code and put together 7 essential tips to optimise your B2B website.

What you’ll find:

  • What is Interaction to Next Paint (INP)?
  • How to improve Core Web Vitals: Tips for B2B brands
  • 1. Grasp the Core Web Vitals essentials
  • 2. Embrace mobile-first strategies
  • 3. Turbocharge your site’s speed
  • 4. Craft experiences that convert with UX
  • 5. Transform clicks into customers with SEO
  • 6. Data-driven decision making: Comparing apples to apples
  • 7. Maximising ROI: Why invest in Core Web Vitals?
  • Conclusion

What is Interaction to Next Paint?

INP is Google’s latest addition to the Core Web Vitals family, replacing First Input Delay (FID). It’s here to make sure your site’s responsiveness isn’t just good – it’s exceptional. 

According to Google:

Screenshot from Google

Why it matters: INP Core Web Vitals measures the time it takes for your website to respond to user interactions, such as clicks, taps or keystrokes. Essentially, it’s the gap between when a user interacts with your site and when the browser starts painting the next frame. In the world of B2B, where every second (or millisecond) counts, a lag here can make your site feel sluggish and unresponsive.

For example – A user visits your site and tries to fill out a form to attend a webinar but the words that appear on screen lag. The user gets frustrated, starts to question the professionalism of your offering and leaves. 

How it works: When a user interacts with the page, INP tracks how quickly the browser can start to visually update the page. Think of it like the difference between ringing a bell and hearing the sound. The shorter the delay, the better the user experience.

The impact: A slow INP can lead to frustration, especially for B2B clients who expect efficiency and precision. Imagine clicking a button to schedule a demo and waiting an eternity (okay, a few seconds) for the page to respond. Not a great look, right?

What is a good INP score?

An INP score under 200 milliseconds is considered good. A poor INP hinders potential clients and can lead to missed conversions. 

Screenshot from Web.dev of good INP score range for Core Web Vitals

In a nutshell, INP is all about ensuring that your website responds to user interactions as swiftly as possible. By paying attention to this Core Web Vitals metric, you can enhance user experience, keeping your clients happy and engaged.

How to improve Core Web Vitals and propel your B2B brand

With the introduction of Google’s Interaction to Next Paint (INP) metric, it’s high time we shared our top Core Web Vitals tips for B2B brands. Ready to optimise? Let’s dive in.

1. Grasp the Core Web Vitals essentials

Core Web Vitals are the key metrics Google uses to gauge your website’s user experience. Here’s the rundown:

  • Largest Contentful Paint (LCP): This measures loading performance. Your goal? Get that main content up in 2.5 seconds or less
  • First Input Delay (FID): This assesses interactivity, with a target of less than 100 milliseconds for initial user input response
  • Cumulative Layout Shift (CLS): This measures visual stability, keep your CLS score below 0.1 to avoid those annoying page jumps that drive users crazy
  • Interaction to Next Paint (INP): This new metric evaluates the responsiveness of your site, with a low INP score indicating a smoother user experience

2. Embrace mobile-first strategies

Given that a significant portion of B2B interactions now begins on mobile devices, prioritising mobile performance is critical.

According to Statista, in 2023, mobile devices accounted for approximately 58.33% of global website traffic. That’s right, over half of your audience is likely checking you out on their phones.  And by the end of 2024, B2B ad spending via mobile is expected to surpass 50%.

Here’s how to make sure your website shines on mobile:

  • Responsive Design: Make sure your design adapts seamlessly to different screen sizes. Your site should look and work great whether it’s on a smartphone or a tablet
  • Quick load times: Mobile users are notoriously impatient. Google reports that 53% of mobile users abandon sites that take longer than three seconds to load. Optimising images, leveraging browser caching, and minimising JavaScript are effective ways to reduce load times
  • User-friendly navigation: Simplify your navigation with easy-to-tap buttons and clear calls-to-action. Ditch the complex menus and ensure that essential information is always within easy reach
  • Performance monitoring: Performance Monitoring: Regularly use tools like Google PageSpeed Insights to keep tabs on your site’s mobile performance. This tool provides actionable insights and suggestions for improvement
  • Progressive Web Apps (PWAs): Consider developing PWAs, which offer a native app-like experience on mobile devices. PWAs can load quickly, even on slow networks, and provide a smoother user experience

By focusing on these aspects, you can create a mobile experience that not only engages users but also drives conversions. According to Google, mobile-friendly websites increase the chances of retaining users, with mobile pages that load 1 second faster seeing up to a 27% increase in conversion rates. 

3. Turbocharge your site’s speed

When it comes to user experience and search engine rankings, speed is the name of the game. A study by Portent found that website conversion rates drop by an average of 4.42% with each additional second of load time (between seconds 0-5). That’s your cue to optimise your site’s speed for both happy users and a healthy bottom line. 

Here’s how to kick your site into high gear:

  • Implement image compression: Use modern formats like WebP to reduce image file size by up to 34% compared to JPEG, according to Google’s studies. We’ve created a handy guide to optimising images for Core Web Vitals
  • Leverage browser caching: This can reduce page load times for returning visitors
  • Optimise code: Minify CSS, JavaScript files, and HTML to reduce file sizes and improve loading speeds
  • Utilise Content Delivery Networks (CDNs): To  reduce bandwidth consumption and decrease server load times

Remember, every millisecond counts. Amazon found that a 100-millisecond delay in website load time can lead to a 1% decrease in sales. For a B2B company with $10 million in annual online revenue, that’s $100,000 lost due to sluggish performance.

Regularly use tools like Google PageSpeed Insights, GTmetrix, and Pingdom to monitor and improve your site’s speed. These tools provide actionable insights and recommendations tailored to your specific website.

4. Craft experiences that convert with UX

User experience (UX) goes beyond aesthetics; it’s about creating intuitive, efficient, and enjoyable interactions that drive conversions. A study by Forrester Research found that a well-designed user interface could raise a website’s conversion rate by up to 200%, while better UX design could yield conversion rates up to 400%.

Here’s where to focus:

  • Navigation: Ensure your site structure is logical and easy to navigate. A study by the Nielsen Norman Group found that users leave web pages in 10-20 seconds, but pages with a clear value proposition can hold people’s attention for much longer
  • Content presentation: Use clear headings, bullet points, and short paragraphs
  • Call-to-action (CTA) optimization: HubSpot research shows that personalised CTAs convert 202% better than default versions
  • Mobile responsiveness: Google reports that 61% of users are unlikely to return to a site on mobile if they had trouble accessing it, and 40% visit a competitor’s site instead

Implement A/B testing to continuously refine your UX. Tools like Optimizely or VWO can help you run these tests effectively. Consider conducting user testing sessions to gain direct insights. 

5. Transform clicks into customers with SEO

Effective SEO is crucial for attracting organic traffic and complementing your website’s performance metrics. A study by BrightEdge found that organic search drives 53.3% of all website traffic, compared to just 15% from paid search.

To optimise your SEO strategy:

  • Conduct regular SEO audits: Use tools like Semrush or Ahrefs to identify and fix technical SEO issues
  • Implement strategic keyword integration: Focus on long-tail keywords, which make up the majority of all search queries. These often have higher conversion rates due to their specificity
  • Create high-quality, optimised content: HubSpot research shows that companies that publish 16+ blog posts per month get 3.5 times more traffic than those publishing 0-4 monthly posts
  • Optimise for voice search: Focus on natural language and question-based keywords
  • Improve site structure: A logical site structure helps search engines understand and index your content more effectively

6. Data-driven decision making: Comparing apples to apples

Harnessing data is crucial for making informed decisions about your website’s performance and user experience. But to make smart decisions, you need to understand the different types of Core Web Vitals data and ensure you’re comparing apples to apples. Let’s break it down:

Field data vs. Lab data

When analysing Core Web Vitals, you’ll encounter two primary types of data:

  • Field data: This data is collected from real users with their unique devices and network connections, sourced from the Chrome User Experience Report (CrUX report). Field data reflects the actual user experience and can vary widely based on the diverse conditions of your audience
  • Lab data: This data is gathered in a controlled environment using predefined device and network settings. Tools like Lighthouse generate lab data, offering a standardised way to test and compare website performance. However, lab data doesn’t always reflect the real-world experience of your users

Understanding the distinction between these two data types is critical. Relying solely on lab data might make your site look great on paper, but it’s field data that shows the real user experience. Balancing both types of data helps ensure your site performs well in both ideal and real-world scenarios.

Mobile data vs. Desktop data

It’s important to differentiate between mobile and desktop data. User experiences can vary significantly across devices due to differences in screen sizes, network speeds, and usage patterns. Prioritise analysing data from both mobile and desktop sources to ensure a comprehensive understanding of your website’s performance.

Origin summary

Another key metric is the “Origin Summary,” which aggregates field data across all pages served from your site. This provides an overall picture of user experience. However, if certain page templates load slowly, they can negatively impact your Origin Summary score. Identifying and addressing these lagging pages is crucial for maintaining a strong overall performance.

Utilising free tools

Utilise free tools such as Google PageSpeed Insights, Google Search Console, and Lighthouse to gather comprehensive data. These tools help you monitor both field and lab data, enabling you to make data-driven decisions. Analysing trends and pinpointing areas for improvement allows you to measure the impact of changes over time effectively.

7. Maximising ROI: Why invest in Core Web Vitals?

We get it – for CMOs and senior decision-makers, the decision to invest in Core Web Vitals optimisation has to be grounded in clear, measurable ROI. Here are some key considerations:

Enhanced User Experience and engagement

A faster, more responsive website provides a superior user experience, leading to increased user engagement. Studies show that faster websites can significantly boost conversion rates.

Improved search engine rankings

Google uses Core Web Vitals as a ranking factor, meaning better scores can improve your website’s visibility in search results. Higher rankings drive more organic traffic, reducing the need for paid search investments and improving the overall cost-efficiency of your marketing efforts.

Reduced bounce rates

Websites that load quickly and provide a stable user experience are less likely to see high bounce rates. Lower bounce rates mean visitors spend more time on your site, increasing the likelihood of conversions and sales.

Increased lead generation

A well-optimised website can seriously enhance lead generation efforts. Fast-loading, user-friendly sites create a positive impression, making potential clients more likely to engage with your content and fill out lead forms. According to HubSpot, companies with optimised websites see up to a 2x increase in lead generation.

Competitive advantage

In the competitive B2B landscape, a website that performs well on Core Web Vitals can set you apart from competitors. If your website offers a better user experience, potential clients are more likely to choose your services over others.

Cost savings on advertising

Improved site performance can lead to better Quality Scores for Google Ads, reducing the cost-per-click for your campaigns. This means you get more value from your advertising budget, stretching your marketing dollars further.

To sum up…

In the competitive B2B landscape, ensuring your website performs at its best is non-negotiable. Your website is often the first touchpoint for potential clients. A site that loads quickly, responds seamlessly, and provides a stable user experience sets the stage for productive business relationships. It’s not just about meeting Google’s benchmarks – it’s about exceeding your clients’ expectations at every digital interaction.

As you implement these strategies, you’ll likely see cascading benefits: improved search rankings, enhanced user satisfaction, increased time-on-site, and ultimately, a stronger bottom line. Transforming your website into a powerful business asset that drives engagement, conversions, and revenue.

The digital landscape is ever-changing, and your approach to Core Web Vitals should evolve alongside it. We can help you keep up and ensure no stone is left unturned with professional website audits, technical support and UX innovation. Discover our holistic digital marketing services or get in touch for a free consultation.  

Author information

With 15 years of hands-on SEO and digital marketing experience, agency director Ash is the driving element behind our digital team. Ashley heads our digital execution team, delivering innovative strategic and tactical marketing initiatives and campaigns; helping propel our clients’ growth and success.

Learn more about Ash

Our content manager Emily has over 6 years of experience in digital marketing and is behind the creative thinking and SEO content strategy that fuels our client projects.

Learn more about Emily

References 

  1. Search Engine Journal 
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  3. https://web.dev/articles/optimize-inp 
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  16. https://www.brightedge.com/blog/organic-share-of-traffic-increases-to-53 
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  18. https://blog.hubspot.com/marketing/lead-generation-tips-for-popular-webpages