Site/App Performance
Speed and UX impact revenue. Site/App Performance measures and optimizes technical performance and user experience to improve acquisition and retention.
Objective
Improve speed, stability, and conversion, reducing journey friction and prioritizing improvements with the best impact × effort ratio.
Challenges
Device fragmentation, legacy code, and heavy third parties degrade metrics. Performance, SEO, and tracking must be balanced without compromising UX.
Metrics
Core Web Vitals:
LCP,
CLS,
INP; TTFB, FCP, Time to Interactive.
UX & Conversion: funnel, error rate, abandonment, and retention or cohort analysis.
App Stores: rating, reviews, keywords, crashes/ANR.
Tools: Lighthouse/PageSpeed, CrUX, GA4, Firebase Perf, Sentry, and Search Console.
Output
A prioritized performance backlog, quick wins with immediate impact, A/B tests, and a guide to best practices for engineering and content teams.
Practical example
Optimizations reduce LCP and improve INP, increasing CTR on key pages and conversion across checkout or app install flows.
Closing
Site/App Performance connects technology to business: performance is revenue.