Why should around 70% of Czech and Slovak websites have a closer look at their mobile user experience?

Pavel Jašek / March 2021

The rise in online shopping and research means consumers can quickly find what they are looking for, from wherever they are. The flipside to this is the rising expectations and demand for a faster, better web.

Quick to land, quicker to leave

According to the study commissioned by Google and conducted by 55 and Deloitte, 70% of mobile shoppers will abandon the buying process if it seems too difficult ⁠— a decision made in just a few seconds. But a little goes a long way: as stated in the same research an improvement in the mobile loading speed of just 100 milliseconds can increase the number of conversions by up to 8%.

31% of Czech and 29% of Slovak websites already achieved good values of Core Web Vitals metrics.

This makes it even more important to determine how to measure user satisfaction. That’s why Google launched the Web Vital Initiative. The tool helps brands measure and report mobile web performance using quality metrics that are essential to ensure users have a first-class mobile experience. There are three metrics in particular that can make or break a brand’s user experience.

User experience made measurable: 3 Core Web Vitals

The three Core Web Vitals represent a specific and important aspect of the way users interact with the mobile websites. They help to better understand and assess the quality of mobile user experience — without having to be a performance expert.

Why should 73% of Polish websites have a closer look at their mobile user experience?

1. Measuring loading time

Largest Contentful Paint (LCP) measures how fast the main element — typically an image or video — of a page loads. This should take no longer than 2.5 seconds.

2. Measuring interaction

First Input Delay (FID) measures the time from when a user first interacts with your page (when they clicked a link, tapped on a button, etc.) to the time when the browser responds to that interaction. Up to 0.1 seconds is tolerable for users.

3. Measuring visual stability

Cumulative Layout Shift (CLS) shows how often users experience unexpected layout shifts. For example, it can be a real nuisance when buttons or links move just at the moment you want to click on them. To provide a good user experience, CLS score should remain below 0.1.

Learn from the best: Czech and Slovak companies in the Core Web Vitals Hall of Fame

While around 30% of Czech and Slovak websites provide a good mobile user experience according to the Core Web Vitals metrics, there is room for improvement. Three-quarters of Czech and Slovak websites can be optimised better for mobile users.

The Core Web Vitals Hall of Fame, compiled by Google with Interactive Advertising Bureau Europe (IAB Europe) and Mobile Marketing Association Europe (MMA Europe), shows the e-commerce companies that provide a best-in-class mobile user experience.

So how have these brands managed to tick all the mobile experience boxes?

Online healthcare platform Lekarna.cz has made speed and UX one of their key projects. "Speed of Lekarna.cz and Mojalekaren.sk is a key KPI for us, which we monitor to enable our customers to be comfortable shopping and not let them wait for a long response or choppy display of products,” says Tomáš Bek, head of IT at at Pears Health Cyber.

More companies realise that Core Web Vitals cover performance metrics to drive the business success. "We recognise that web speed is an important part of our success. With the recent launch of the new responsive Heureka, we are focusing primarily on Core Web Vitals metrics, which we believe best reflect a good user experience," states František Šeda, product discovery tribe lead at Heureka Group.

Glami, a Czech fashion aggregator, made a habit of monitoring website performance in the development of the product on a regular basis. “We make sure that all of the newly introduced functionalities on our site are not affecting user experience. We regularly include technological improvements in the long-term plan,” declares Ondřej Čech, software developer.

When it comes to user-experience, marketing and technology are pulling in the same direction

For a long time website usability was considered a developer-only issue, but more and more marketers are making it their own.

Behind this lies a simple insight: a suboptimal web page devalues every cent that goes into its advertising — leading users to abandon the page and will result in fewer conversions. A close relationship between marketing and web development when implementing the Core Web Vitals helps the entire company.

Michael Zelinka, CEO at Biano, an online furniture platform from Czech Republic, recognises that a good user experience is clearly good for business. “Web speed has always been a part of our strategy and our main priority. Throughout 2019 we devoted most of our engineering capacity towards improving key metrics. Nowadays, all deploys are monitored in light of their impact towards web performance,” he says.

For a long time website usability was considered a developer-only issue, but more and more marketers are making it their own.

“A fast and seamless user experience has never been more important and rewarding than in current times. We appreciate and support Google’s efforts improving user mobile and web experiences”, commented Chris Babayode, managing director at MMA EMEA. “This ‘Core Web Vitals’ initiative helps those responsible for creating the best user experience to quantify the speed of this experience and identify opportunities to optimize it."

How to start optimising your mobile user experience

Methodology

Hall of Fame: Using data from SimilarWeb (December 2020, Mobile Web Traffic), the 50 most-visited mobile websites in the E-commerce industry in the Czech Republic and Slovakia were identified and evaluated on mobile using the Chrome User Experience Report (CrUX) (as of December 2020) for the Czech Republic and Slovakia based on a 4G Internet connection. CrUX maps anonymized and aggregated user experiences of Chrome users of popular domains. The "Core Web Vitals Hall of Fame'' uses three user-centric metrics Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift. Websites that perform well in the 75th percentile in all 3 metrics at the time measured are named in the Hall of Fame.

In the chart, the websites are sorted alphabetically. It should be noted that comparisons with other datasets, metrics or tools, such as Lighthouse or TestMySite, will yield different results due to different test environments, time periods or test setups.

Country Statistics: CrUX data (as of December 2020) based on 3G & 4G internet connection/mobile was used to analyse Core Web Vitals at the country level.

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