Fashion ecommerce sites still fail Google’s user experience requirements - FashionUnited UK

New data suggests around 50 percent of the top 100 most visible websites on Google.com still fail to deliver a “good” page experience on desktop as defined by the Core Web Vitals (Page Experience) update which finished rolling out in August 2021. And 44 percent of the top 100 websites fail on mobile.

Fashion ecommerce sites are one of the worst performing verticals - negatively impacting bounce rates, abandoned shopping carts, conversions and return visits.

An analysis by Searchmetrics suggests eCommerce sites in categories such as fashion and travel on the whole perform worse for Core Web Vitals than all the other verticals included in the analysis. For example, only 24 percent of the top 100 most visible fashion and apparel websites pass Core Web Vitals on desktop and just 16% on mobile.

What are Core Web Vitals?

Google’s Core Web Vitals benchmarks help website owners assess real-world web user experience in three areas: how quickly the content on a page loads; its interactivity (the time taken to respond to a visitor’s first interaction, such as clicking on a button or a link); and its visual stability (does the layout or content jump around). In the Core Web Vitals update they were combined with other existing signals which Google uses to measure the quality of the page experience meaning they now have an influence on Google rankings.

Tom Wells, VP Strategy at Searchmetrics said: “Fashion and travel were found to be the worst performing segments in terms of Core Web...

Your content is great. However, if any of the content contained herein violates any rights of yours, including those of copyright, please contact us immediately by e-mail at media[@]kissrpr.com.