Why you should know about Web Vitals.
THE LOWDOWN
In a major shake up to their ranking algorithm, next year performance will become central to Google’s search listings. This means every brand now needs to pay serious attention to an area that’s often low on the priority list, otherwise risks tanking their organic search presence.
Helpfully, Google has launched an initiative called Web Vitals to provide clear criteria about how performance is assessed.
Anyone with a web remit should understand the three core tenets of Web Vitals: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).
Fortunately for all the non-techies out there, these are easy concepts to grasp – and indeed measure, with a number of tools that anyone (and we mean anyone) can easily use to identify areas for improvement.
Mythbusting the fold.
AN ALTERNATIVE PERSPECTIVE
A question: where do you place the most important content on your web pages?
We’d guess the majority of marketing and web professionals would say “above the fold” (in other words, visible on page load) – otherwise it risks not being seen, right? In fact, this has become a bit of a sacred cow in some circles.
Time for some mythbusting – or mind opening at least. The analysis of the user scroll behaviour on 25 million webpages suggests exactly where to place the good stuff, and it might not be where you’d expect. Whatever your opinion of it, we hope this article prompts some consideration and debate (and maybe even a spot of AB testing).
Pleasure or pain? Why and how people buy.
CLASSIC READ
Our final article is a classic take on what motivates purchases.
The Psychology of Selling is a succinct and straightforward look at the emotional and rational sides of buying and selling.
We all know this stuff (or at least we all should), but in the day-to-day complexity of work/life, it’s easy to lose sight of it.
So use this as a quick and easy-to-digest refresher. Why do we buy? How do we justify it to ourselves and others? And how well does your marketing and UX take this behaviour into account?
