Optimize First Pages

A first page is the page a customer sees when they access your site. The home page isn't always the first page for customers. First pages can also be a landing page, which a customer accesses through a search engine link, a partner site link, or an email link. A landing page is designed for a specific campaign, such as a product recommendation or an email blast.

Landing pages should be entirely focused on conversion. Page speed is now a landing page factor for Google Search and Ads. A faster page speed results in a better conversion rate. Increases in conversion rates have a huge impact on how much revenue the storefront generates.

Match Your First Page to Your Presence

Tailor the features on your first page to how your customers find you and what they need from your site.

Feature-focused presence: A site that offers a particular feature, such as a sophisticated search or Flash application, that is a focus of the customer access point. In this case, optimize all first pages to let the feature load quickly. Generally, this type of site has a loyal customer base that returns regularly to the site, ensuring that appropriate caching can help the site perform well, despite having more first page content than most sites.

First Page Identification

Use a web analytics tool (such as Google Analytics) to analyze your traffic to find what the top visited first pages are for your site. You could expect that your home page is the most visited first page, but instead discover that a landing page from another site or from customer emails is the most common entrance point for customers. The most visited first pages are the pages that you want to optimize.

First Page Page-Speed Evaluation

You can evaluate first page performance with any of these or other available online tools like PageSpeed Insights(PSI), or Lighthouse, a lab tool. There are several types of metrics that are relevant to how users perceive performance. If you’re using PSI, our recommended first page performance score should be 90 or above.

Below are important PSI metrics with recommended values for first pages:

Metrics Description Desktop Mobile
First contentful paint (FCP) Measures the time from when the page starts loading to when any part of the page's content is rendered on the screen. <=1000 ms <=1500 ms
Largest contentful paint (LCP) Measures the time from when the page starts loading to when the largest text block or image element is rendered on the screen. <=1500 ms <=2000 ms
First input delay (FID) Measures the time from when a user first interacts with your site (for example, when they click a link, tap a button, or use a custom, JavaScript-powered control) to the time when the browser is able to respond to that interaction <=20 ms <=50 ms
Time to Interactive (TTI) Measures the time from when the page starts loading to when it's visually rendered, its initial scripts (if any) have loaded, and it's capable of reliably responding to user input quickly. <=2000 ms <=5000 ms
Total blocking time (TBT) Measures the total amount of time between FCP and TTI where the main thread was blocked for long enough to prevent input responsiveness. <=300 ms <=1000 ms
Cumulative layout shift (CLS) Measures the cumulative score of all unexpected layout shifts that occur between when the page starts loading and when its lifecycle state changes to hidden. <=0.10 <=0.25

First Page Optimizations

Below are some important landing page design considerations for platform scalability:

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