A slow site loses twice — in rankings and in conversion. The three metrics and the fixes that matter.
The three metrics
LCP — when the main content appears (≤2.5 s). CLS — how much the layout shifts (<0.1). INP — how fast the site responds to input (≤200 ms). All measured on real users.
Why it affects revenue
Speed is a ranking factor, but the main effect is behavioural: every extra mobile second cuts conversion — especially on paid traffic.
What to fix first
Images (AVIF/WebP, sizes, lazy loading), fonts (subset, preload), JavaScript (remove, defer), reserved media space against CLS, caching and fast hosting.
How to check
PageSpeed Insights for lab and field data; check the mobile version first. We run speed audits with an impact-sorted plan.
Related questions
Will changing hosting help?
Sometimes partially — most speed problems live in the frontend.