Page Speed: The Core Web Vitals To Online Success And How You Can Decrease Your Load Times

Google last June introduced a new metric, a new set of metrics that they wanted to measure inside of websites and they call that the core web vitals. But the core web vitals are really important because they're not tracking page load time, they're tracking perceived page load time. That one second did not affect user experience, but it affected the way that the algorithms viewed the site and then they changed the way that they were sending traffic to it and that was enough to ruin the business.

The fastest runner in the world is Usain Bolt, who holds the world record in the 100 yard dash at 9.58 seconds. The second fastest human on earth is Tyson Gay, whose record is 9.69 seconds, about 1 tenth of a second slower than Usain Bolt in track and field. A tenth of a second can mean the difference between winning or losing. The same is true for the speed of your website. A fraction of a second can make a big difference to your revenue. Yes, just a fraction of a second can be significant, especially with what you're with what's going to happen in 78 days from today because on May 1, the rules of the online game are changing. If you know about those rules and and you are about to do something about it, you can profit financially. One company that you will hear about almost went bankrupt because of a 1 second decrease in speed, whilst another that increased their speed by just one second on their website was able to scale over 500% in just six weeks, all because the website was a single second faster with their page speed. Based on what I have researched, there's only one person in the world that knows what you can do right now. He's from Wales in the uk. He's a fellow genius network member. He is here today. His name is Dan Wilkinson. Now, Dan's not a speaker, but he's going to give you a 10 minute talk to help you understand why your website page speed is so important and what's going to happen. In just 78 days from today, Dan made his first discovery into the importance of pagespeed because of an event that happened on July 9, 2018. Wait until you hear what happened on that day. Since that day, Dan has helped well over 300 businesses and individuals with blazing fast page speed and time after time again watched as their income increased. Today you'll know how you can do it too. Dan's title is the core web vitals to online success and how you can decrease your load times and increase your online success. Please help me welcome Dan Wilkinson.

Thank you very much. So there I was it was 9th of July 2018 and I'm working for a company. I say working. I was working with a team working on a company to scale their to scale their business throughout the year. We were cutting it fine in many ways. There was a lot of moving funds into advertising and really trying to ramp up their sales. They'd make more money on the back end and it was working very well. The company was increasing their gains scaling on a day by day basis until we hit the 9th of July 2018. The next day we noticed that they were starting to lose money every single day. But we couldn't find out what happened. If we fast forward three months into the middle of September 2018, that's the next date is the day I found out why. Going through the analytics and looking at things as to try and find out what the hell went wrong on that day. Their page load time increased by one second and we didn't know why. We later find out that the owner had installed an app and didn't like it. He uninstalled the app but it left all their code all over the website. And that's what was responsible for this 1/2 increase in load time. That then led me into the reasons why it would affect the outcome of the business. So much was one second enough to throw the users off so that suddenly they weren't making as much money. The load time was four seconds. It moved to five seconds and I my thoughts were that this isn't enough to really do damage to the website's performance. Some maybe, but not. But not too much. And it turns out that Facebook had introduced an algorithm that is monitoring page load times of advertisers where you send your traffic to and when they realize that a site is slow they don't throw as much traffic that way. The ad campaigns don't get as many impressions. So it was at the ad account level that the performance was dropping for the company. And this kind of behavior has been on a snowball building up as we go along. Google last June introduced a new metric, a new set of metrics that they wanted to measure inside of websites and they call that the core web vitals. All of the networks that that we can tell are using very similar systems, although they're not all being very open about how they're measuring. But the core web vitals are really important because they're not tracking page load time. They're tracking perceived page load time. They're trying to digitally report on how a user will find the site when they land on it. So the core web Vitals report is very easy to. To go and view for your website. You just have to Google PageSpeed Insights and you'll be able to pull up the report and type in your URL and press go. And it'll give you the. Give you the. Give you the information you need.

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So that one second did not affect user experience, but it affected the way that the algorithms viewed the site. And then they changed the way that they were sending traffic to it. And that was enough to ruin the business. The timings were 4 seconds up to 5 seconds. Nowadays the same would apply. If it's 2.75 seconds to 3.2 seconds. The same thing would apply because they're tightening up all the time. My question is, how fast is your website if your website is. Most websites I come across are more like six or seven or eight seconds. And you're profitable. With page load times like that, imagine how much more profitable it would be if you managed to pull your page load times down to 2.5 seconds. What's not so obvious is the gravity in which these changes can improve your business. We managed to track a website last year that was loading on an average of 3 seconds. This is where we get where the line of dividing slow versus fast occurs. If you have an average load time of 3 seconds, your site isn't loading in 3 seconds every day. Some days it will be 2.75, other days it'll be 3.25 seconds. We tracked a website for 60 days and when the site was loading in 2.7 2.75 seconds, that site was receiving from the ad networks and from the networks that are giving traffic to the site, whether that's organic searches. The site was receiving over double the amount of visitors than when it was 3.2 seconds, around about half a second difference. The difference between 2.75 seconds and 3.25 seconds is that the site was getting twice as many visitors at the faster marker than it was at the slower marker, or it was getting half as many visitors at the slow market market than it was at the faster market. The revenue on each of those days was either double or not and that's the importance. There's a huge, huge shift. What we're noticing is that users don't tend to be affected. The user experience doesn't improve if you get your site loading in 1 second or 2 seconds, but it changes dramatically between 2 seconds and 3 seconds. And then it changes dramatically between 3 seconds and 6 seconds. And then after 6 seconds it tends to stay the same. So when you can get your website to 2.75 seconds, the algorithms respond with a push, with impressions. You can make a lot more money by being in that position. If you can get it down to around about two seconds, then there's a monumental push by the algorithms there. The story heard that Tim said at the start of the presentation was that one company made a difference of one second and was able to scale five times in six weeks. When they came to me with their website, their website was already loading in just under three seconds and we moved it to 1.75 seconds. That was the load time. It then started loading up. And without changing the ad campaigns, their Traffic increased by 600% and their revenue increased by 500%. Obviously, you can limit that by having budgets in your ad campaigns. They had an unlimited budget. They just whatever they could spend, as long as it was profitable, they were happy to spend. And that scale happened. They went from it was approximately $40,000 worth of sales a day to nearly quarter of a million dollars worth of sales a day. That's a big, big jump. The owner was very happy. So the gravity is quite strong when you're getting around the three seconds, the three seconds mark. All of the networks are employing this. This is what's going to happen in May. I'm not 100% on exactly how it's going to happen, but Google is crystallizing this method and they are saying we are now ranking websites based on these core web vitals, which the core vitals, there's three of them, and you cannot pass them all unless your site is very fast. One is that you have to have the content on the page loaded very quickly. Things like the visuals, images, anything that's above the fold, anything that you can see on the screen as the page loads. You're not allowed to have things shifting around and moving on the page. Everything has to be in place and your browser has to stop its activity relatively soon to allow the user to use that site without too much jank or jittery movement, things like that. So those are the three things that Google are bringing in at the moment that they're going to be ranking in. I imagine they're going to be shortening. I imagine they'll be tightening up on what they expect fast should look like and get us to go faster and faster. And they might even start bringing in more metrics as we go along. That's what's coming this year. And it's going to be very much a case of 95% is going to lose out and the 5% that can be on that side of the line are going to win big. If they penalize 95% of the websites out there because they're just simply not fast enough. They've still got 100% of impressions to dish out and it's the faster sites that get them. I can only imagine that the double going from 3.25 to 2.75, doubling your impressions, I can imagine that will turn into triple or even quadruple as we go through this process with the networks. So online success is going to depend on you being not just fast, but you need to be the fastest in your industry, where your competitors, the people that are showing up in the same searches alongside of you or the people targeting the same audiences. It's about the speed and it's about delivering a stable site. You've got to be the fastest. If you're using a cloud platform like Shopify or I suppose ontraport is a form of a cloud like platform, WordPress, often you have to host yourself in your own hosting environment, things like that. So there's a lot to play in. When you're using a cloud platform like Shopify, they put a tremendous amount of effort into making sure that they're loading fast, which is strange because every Shopify site's slow. There's something you can put in between, which is Cloudflare. Cloudflare. I like Cloudflare a lot. It's really, really good. And Cloudflare is not the typical content delivery network. And by content delivery network I mean that they host the files and deliver them to the user somewhere on the grid. Cloudflare is a DNS bridge. And what I mean by that is that when you click on the link as a user, your, you're passing straight through Cloudflare like it's a bridge on the road to the site files and they're able to drop the files in the stream at that point. And that's why Cloudflare is so fast. Also they have the fastest DNS Resolute. They're the fastest DNS resolution company in the world right now too. So just by putting Cloudflare in as simple as changing your name servers to point at them and then they can route the traffic through to the site. That helps speed things up a lot. I find that web developers and coders, they can kind of have a stereotype. One of those is the moment that they realize I'm a marketer and my coding skills are nowhere near to their level because it's not. My first trade is that I can't be taken seriously. I always like to really go, this is what we're doing, and push the first thing through. When they see the results, it's amazement. I get the same response every time. But yeah, I was going to do a handout for basically an instruction sheet that you can pass to developers, but it started turning into there's way too many steps involved. And I think that just maybe a video would be a better way to do that. A demonstration. Basically, things like chat, you install a little script that's like five lines deep. And I like to call those fancy links. So it's like it's an automated link that when the browser reads it, it's telling the browser to open up a file and then read what's on that file. Those files, generally with something like Gorgias or Live Chat or even like Google Facebook messenger, they tend to be hundreds of kilobytes in size. And it's the same for analytics, all the tracking stuff as well. So I just like to take them out of the loading process and load them at the end. Leave a 1 second gap after the. After the page is loaded and then have them fire at that point. Okay.

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