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Enhancing user experience: Unveiling the impact of website speed optimisation on user engagement
Journal of Digital & Social Media Marketing,
11
(4),
324-338
(2024)
Abstract
Optimising for a good user experience means not only making sure that the website is intuitive to use, but also that it responds quickly and loads fast. This paper discusses a study1 conducted by The Boutique Agency in 2022, in collaboration with roastmarket, a fast-growing e-commerce company specialising in coffee products. The case study examines the impact of website speed optimisation on user interaction. Through a meticulous three-month optimisation process, targeting key performance metrics for website speed, roastmarket achieved positive results in Google Core Web Vitals and a respective uplift in user engagement metrics such as page visit duration. The study demonstrates the value of prioritising the Core Web Vitals factors for enhancing overall website performance and user satisfaction.
Keywords: e-commerce company; mobile experience; web performance; First Input Delay; Largest Contentful Paint; Cumulative Layout Shift; user interaction; user experience
The full article is available to subscribers to the journal.
Author's Biography
Lisa Fellinger works for The Boutique Agency, where she develops and implements search engine optimisation (SEO) strategies for clients, playing a key role in shaping and leading the agency’s data-focused team. Lisa’s previous roles include working as a SEO manager in e-commerce at windeln.de and in search engine advertisement and social media at etventure, a consulting affiliate of EY. She is a champion of openness and appreciation, and strives to reflect these principles in her work and interactions. In addition to being a knowledgeable and experienced digital marketing professional, she has also taught German and French at schools in Munich.
Despina Fronimaki is the SEO team lead at The Boutique Agency, with a focus on website performance and speed. For the past seven years, she has been improving the organic rankings of websites both as an in-house SEO manager and as an external consultant. Prior to this, Despina worked as a marketing and internationalisation manager, and studied international trade negotiations and marketing in Paris and Athens. She enjoys working in multicultural environments where the use of multiple languages is required.
