Page Speed & Conversion Optimisation (CRO)

High Performance UX: Grow & Convert More Traffic

Don't let a slow site or poor UX kill your ROI.

Here at QueryClick, we combine rigorous user testing with technical page speed optimisation to take the guesswork out of your digital growth.

We have driven more than £100,000,000 in search revenue through integrated performance optimisation - using best in class Technical SEO to deliver outsised returns for customer engagement and conversion.

We achieve this by thinking about the conversion journey from the point before it reaches your website. This means considering the paid media ad messaging, or the organic search and AI overview snippet which precedes the website click.

For example, consider this scenario:

A potential customer landing on a product page who has clicked through from a paid media ad offering a daily sale discount only to discover that the sale price no longer applies.

At the same time a different visitor also arrives, who has engaged with a brand message focussed on quality and brand heritage in an AI Overview due to effective GEO/AEO, and then subsequently had been exposed to two or three retargeting ads in their social feed outlining the brand philosophy and ethical stance on paying a fair price for a premium product.

Faced with the same landing page, those two visitors would have exactly opposite conversion outcomes.

Understanding the importance of this segmentation is key for effective conversion outcomes.

Customers Don't Experience Channels in Isolation: Your Agency Shouldn't Either

We embed CRO into Organic, Paid Search, and Social to ensure a joined-up approach to improved revenue generation and overall media ROI.

This requires us to follow these core principles in all conversion optimisation projects:

• Data & Analytics: Every recommendation is informed and prioritised by a detailed understanding of your web analytics and segmented customer behavior.
• Page Speed Dashboards: Real-time monitoring flags performance declines early, ensuring your site represents a solid technical foundation for efficient revenue generation.
• Behavioral Mapping: Where required, we use heatmaps and session recordings to paint a full picture of where your website is leaking revenue opportunity.
• Continuous Testing: Run A/B testing at scale to ensure you adopt the right approach based on actual customer interactions.

This is our core method for prioritising a conversion optimisation strategy which is pursued in parallel with establishing strong technical foundations.

Is Friction Costing You Thousands in Wasted Ad Spend?

The often overlooked technical challenge of making a page performant is not just a critical SEO ranking factor that stretches back over the last 20 years, but also one of the least well handled challenges by modern websites today: page load times.

Did you know the average page speed of websites is getting worse over time, not better? This despite the benefits of speed being well understood in case study after case study. For example, Google summarised the impact of conversion concisely in their Think with Google insight series:

Indeed, page speed is easily the most impactful SEO performance ranking factor, as has been discussed at length over the last two decades by our founder Chris Liversidge:

So, if we are to tackle this critical issue, we need to understand the key signals to look for.

Fortunately, Google has also provided tools to do so, and a guide to the most impactful metrics that effect conversion behaviour. They are collectively named 'Core Web Vitals', and the three most important components are:

1. Google's Core Web Vitals: Largest Contentful Paint (LCP)
2. Google's Core Web Vitals: Interaction to Next Paint (INP)
3. Google's Core Web Vitals: Cumulative Layout Shift (CLS)

Taken together, delivering a DOM load state that returns in under 3 seconds has been Google's recommended page speed target for the last decade - based on that being the threshold that typically a web visitor would start to notice the delay and consider 'bouncing' from the page and trying a different one - likely going back to a search result page and, yes, clicking on your competitor's listing.

In reality this is a target that is assessed for mobile devices under median 3G data connection conditions - adding a huge extra challenge for speed. And that subtlety explains why, in reality, for desktop page load times you should aim for under half a second or less - no excuses!

Building a Technical Workflow to Convert Revenue

Here are the key causes of worsening page conversion rates:

• Technical Latency: Page speed declines that creep in over time, causing users to bounce before they even see your offer. Technical debt or under-investment in development resource and web architectures are the key factor here.
• Hunch-Based Decisions: Making UX changes based on gut feelings or personal opinion rather than robust data and session recordings targeting your different customer types (yes, you have many more than one customer type).
• Disconnected Funnels: Landing pages that don't align with the See-Think-Do-Care customer journey.

Work with our UK based team to diagnose and fix your page performance and supercharge conversion rate optimisation with QueryClick.