Reposted from ETRetail.com (Economic Times)

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In an effort to improve the internet user experience,Google is reconstructing the webpage efficiency ball game. It is upping the bars for digital businesses for the greater good — putting bigger smiles on the face of e-consumers. And in this endeavour, Google has given aheads up about rolling out a page experience update by the end of August 2021. This will be a steady rollout that will not jump into making drastic changes. “While this update is designed to highlight pages that offer great user experiences, page experience remains one of many factors our systems take into account. Given this, sites generally should not expect drastic changes,” said Google to the media.

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As part of Google's Page Experience update, web entities will witness a change in the page ranking algorithm, based on something called Core Web Vital scores. This is especially important for e-commerce websites, which tend to rely on search traffic and customer interactions. Furthermore, featuring large catalogs, personalization, and dynamic pricing, e-commerce sites are prone to heavy page loads. In other words, they have much scope to ramp up their performance and speed to maintain and grow their hard-earned ranking, traffic, and revenue.

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Understanding Core Web Vitals

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Google’s Page Experience update is based on the following  three critical consumer-facing metrics called Core Web Vitals (CWVs):-

1. Largest Contentful Paint (LCP), a loading  performance measure. Webpages should load within 2.5 seconds.
2. First Input Delay (FID), an interactivity promptness metric. Webpages should record FID of less than 100 milliseconds.
3. Cumulative Layout Shift (CLS),  a visual stability yardstick. Webpages are expected to keep CLS below 0.1.

To pass Google’s CWV score, websites should achieve at least 75% of real-user page loads for each of  these metrics. Unfortunately, just 13% of e-commerce portals currently meet the  thresholds.

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What Happens if Your CWVs Fail?

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The better the CWV, the easier it will be for consumers to find the content on the website, navigate the portal and interact with the brand. This translates to better traffic and, in turn, more business.

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On the flip side, if a portal doesn’t measure up well against the three metrics, users may have trouble discovering the products or the webpage on Google organically. SEO is a key ingredient of a website's searchability. With low CWVs, SEO rank takes a hit, rendering your webpage equivalent to invisible to consumers. This translates to wasted marketing budgets.No matter how much marketing investments you make on your web presence, low SEO will result in low brand visibility, traffic, and suboptimal ROI.

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Furthermore, if they do reach the site, the risk of a poor website experience relative to speed will increase chances of them bouncing out. In fact, according to a Google study, as a mobile page load time increases from one to five seconds, the chances of a user bouncing spikes by 90%. In other words, poor CWVs indicate more business lost.

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This calls for capable solutions that can bridge the gap between user journeys and digital business capabilities, and drive better digital presence on Google. For instance, e-commerce websites can remarkably improve their web and mobile performances using N7’s latest solution, WebVitalsTracker.io.

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To Better Vitals and Beyond with WebVitalsTracker.io

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N7 has been an effective web experience solution provider, with its renowned Nitrogen platform. Now, with the advent of CWVs, N7 has introduced another unique platform called WebVitalsTracker.io. Here’s how WebVitalsTracker.io stands out and creates a difference for web platforms:

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It acts as a one-stop tracking and analytics arena for CWVs, giving enterprises from any industry complete visibility into their CWV scores and other performance metrics. As a result, they can also compare their web standings with respect to their peers. Here is a glimpse of what digital businesses can expect from N7’s tracker:

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- View and study top e-commerce performance scores

- Generate analysis to gain actionable performance insights

- Compare their performances to industry peers

- Improve website SEO to become more visible to customers

- Gain an overall competitive edge in the web rat-race

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The Web Vitals Tracker portal features a comprehensive, easy-to-consume CWV Dashboard, representing a complete view of the enterprise’s site performance along with the tools and expertise to improve these metrics. Plus, given the escalated importance of website performance with Google’s Page Experience Update in boosting SEO, N7 has formulated an industry leaderboard for enterprises on the Web Vitals Tracker portal to see and compare where they stand in the web competition. Accordingly, the tracker highlights key metrics, decodes trends and provides actionable insights to help e-commerce brands get ahead of the competition.

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The N7 Advantage

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N7, with its host of digital capabilities, remarkably boosts web and mobile app performances that results in great digital experience, drive conversion, and increase engagement for ecommerce applications. N7’s AI and ML powered solutions empower online storefronts and businesses to provide fast, secure, scalable & reliable digital experience to their customers.

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N7’s renowned Nitrogen platform hosts vertical-specific innovative techniques like Personalized Predictive Caching, Third-party Java Script Acceleration, Instant Product Catalog, DOM Optimization, Advanced Security and Traffic Management. Customer success stories have revealed a string of proven benefits of Nitrogen – about 30% boost in web performance, 20% reduction in infrastructure cost, and 16% higher CSAT. On top of these, Nitrogen has been supporting a host of other digital essentials – digital security, cloud infrastructure, DevOps, digital experience, and more.

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And now, with the WebVitalsTracker.io platform in the mix, websites and e-commerce entities can reinforce their web presence and skyrocket their digital interactions.

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To learn how N7’s WebVitalsTracker.io can maximize your e-commerce website’s CWV scores and muscle up your business, request a demo, track your site’s web vitals or “talk to experts”.