One of the first things we look at to see if a client even needs a website redesign, is to look at their current website’s health. A big part of this is analyzing it with PageSpeed Insights to get an idea of how users are experiencing the website on both desktop and mobile. As you can see from the screenshots below, Black Dog Equipment’s old website did not have a passing PageSpeed Score.
Largest Contentful Paint (LCP) is important to look at because it marks the point in the page load timeline when the page’s main content has likely loaded. A fast LCP helps reassure the user that the page is useful. For a good user experience, Google recommends your LCP score is 2.5 seconds or less. Black Dog Equipment’s old website took nearly 7 seconds to load.
First Contentful Paint (FCP) is a user-centric metric for measuring perceived page load speed. FCP measures how users perceive the performance of a website, rather than what a speed test tool measures. A good FCP score to provide a good user experience is 1.8 seconds or less. Before the redesign, Black Dog Equipment’s website was scoring at 3.1 seconds.
Total Blocking Time (TBT) measures the total amount of time that a page is blocked from responding to user input, such as mouse clicks, screen taps, or keyboard presses. The sum is measured by adding the blocking potion of all long tasks between First Contentful Paint and Time to Interactive. Any task that executes for more than 50 ms is a long task. The amount of time after 50 ms is the blocking portion.
Speed Index measures how quickly content is visually displayed during page load. This means when a customer would go to their equipment rental site, the page wouldn’t load for nearly 31.4 seconds.
See the screenshots below to see Black Dog Equipment’s PageSpeed Insight Scores comparing before and after the redesign.