Enhancing user experience: Unveiling the impact of website speed optimisation on user engagement

Lisa Fellinger and Despina Fronimaki
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Lisa Fellinger: The Boutique Agency, Germany
Despina Fronimaki: The Boutique Agency, Germany

Journal of Digital & Social Media Marketing, 2024, vol. 11, issue 4, 324-338

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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