Fashion e-commerce websites still do not meet Google’s user experience requirements

laptop computer displaying Mango pants

According to new data, around 50% of the 100 most popular websites on fail to provide a “good” desktop experience as per the Core Web Vitals (Page Experience), which was released in August 2021. 44% of the 100 most popular websites also fail to deliver a good mobile experience.

Fashion ecommerce sites are among the most underperforming verticals. They have negative effects on bounce rates, abandoned shopping carts and conversions as well as return visits.

Searchmetrics’ analysis shows that eCommerce sites in fashion and travel perform less well for Core Web Vitals than any other verticals. Core Web Vitals is only passed by 24% of the 100 most prominent fashion and apparel websites on desktop, and 16% on mobile.

laptop computer displaying Mango pants

What are Core Web Vitals and How Do They Work?

Google’s Core Web Vitals benchmarks allow website owners to assess the real-world user experience. They focus on three areas:

  • How fast a page loads.
  • Its interactivity (how quickly a visitor responds to their first interaction such as clicking on a button, or clicking on a link).
  • Visual stability is whether the content or layout does not move around. They were combined with other signals that Google uses to assess the quality of page experience. This update to Core Web Vitals gives them an influence on Google rankings.

Tom Wells, VP Strategy of Searchmetrics stated that fashion and travel are the most underperforming segments in terms Core Web Vitals. These websites, and eCommerce in general, are often image-heavy and feature dynamic elements like ad banners.

According to Searchmetrics analysis, the percentage of top-performing domains that satisfy Google’s requirements has been increasing. Only 22 percent and 28 percent respectively of the top 100 mobile domains were able to pass Core Web Vitals tests in January 2020. This percentage rose to 50% on desktop and 56% on mobile by October 2021.

Wells said that the Core Web Vitals update was Google’s way to encourage websites to deliver a better online experience. However, even the most powerful brands are not able to solve all their user experience problems. Despite their high ranking, it is important to keep in mind that the page experience can have wider implications for eCommerce brands. A user-friendly page experience that loads quickly, responds to input, and doesn’t jump around is going to reduce eCommerce bounce rates, abandoned shopping carts, and increase conversions and return visits.

Searchmetrics uses its SEO Visibility score to measure website search performance. It monitors millions of keywords to determine the SEO Visibility score.

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