Introducing the monthly UK Web Performance ranking : the importance of fast-loading website

It’s time to take a look at this month’s web performance rankings of the most visited websites in the UK.

We are thrilled to launch our very first UK Speed Ranking. This ranking is divided into several categories: the 50 most visited sites, e-commerce sites, media sites, and travel sites. But before diving into the results, it’s crucial to remind ourselves why fast-loading websites are key to online success.

As a reminder, the score obtained for the websites presented in this article is calculated using a methodology based on CrUX (Chrome User Experience Report) data. In order to give the best evaluation of each site’s mobile web performance, we based our calculations on a weighted Lighthouse score:

• FCP represents 10% ;
• LCP represents 35% ;
• CLS represents 25% ;
• INP represents 30%.

CrUX provides an overall assessment of the Core Web Vitals metrics for each site analyzed. This metric is calculated by taking the 28-day rolling average of the 75th percentile performance throughout the month. The overall performance score is determined by a weighted average of the scores for each metric. This score, rated out of 100, is used in the rankings below (so it is not the PageSpeed score that is used in the rankings).

Why is Speed Crucial ?

Studies show that website performance directly impacts user experience, conversion rates, and revenue. According to Google, 53% of mobile site visitors leave a page that takes longer than three seconds to load. For UK e-commerce sites, this statistic is particularly concerning given the intense market competition.

A Deloitte study reveals that a 0.1-second improvement in mobile site speed can increase conversion rates by 8.4% for retail sites. These figures highlight the importance of prioritizing loading speed to stay competitive.

Top 50 : Webperf ranking of the top 50 most visited websites in the United Kingdom

In September, we observed several small shifts in positions, reflecting a mix of optimization efforts and some regression.

However, the top of the speed rankings remains strong, with all metrics comfortably in the green:

• Wikipedia leads the ranking with an impressive INP of 95ms.
• In second place, Gov.uk follows closely with an INP of 105ms, showing consistent performance improvements.
• Indeed rounds out the top three with an INP of 137ms, maintaining a solid position in the rankings.

THE ACTORS WITH THE BEST PERFORMANCES

Several websites have shown significant improvements, climbing the ranks with enhanced web performance metrics :

• The Sun has made a notable leap of +4 positions, now ranked 25th, with an impressive 46-point reduction in its INP.
• Several other actors have gained 2 positions each, demonstrating steady optimization efforts : Ikea, Screwfix, Disney Plus, Argos, Pinterest, Ancestry, Paypal, Asos, and Royal Mail.

These sites reflect ongoing efforts to improve web performance, which will likely continue to positively impact user experience and engagement.

These improvements are the result of consistent efforts to optimize their systems, with particular attention paid to INP. It’s worth noting that having a good FID does not necessarily mean having a good INP! FID only measures the first interaction, whereas INP assesses interactivity throughout the entire browsing session. The efforts made by these players to improve their web performance metrics are not only beneficial for their rankings but are also crucial for providing a quality user experience, reducing bounce rates, and increasing engagement on their platforms.

TOP 50 : CHALLENGES IN THE RANKINGS

Not every site could maintain or improve their standing. Here are the sites that struggled this month:

• Zoopla dropped 8 places to 32nd, with a significant 129-point degradation in its INP.
• Tesco fell 7 places to 40th, with declines in both its INP and LCP scores.
• Other actors that lost 2 places include Asda, Microsoft, and Express.

These declines highlight the ongoing challenge of maintaining web performance amidst evolving user expectations and technical demands.

28% of the sites analyzed do not have a green Cumulative Layout Shift (CLS), a metric that significantly impacts user experience. As a reminder, a high CLS can lead to a frustrating user experience, with page elements shifting unexpectedly during loading. Additionally, less than half of the sites have all three Core Web Vitals in the green.

68% do not have a green INP, the metric that replaced the FID on 12 March 2024. The INP records the latency of all interactions throughout the lifecycle of a web page. The highest value of these interactions – or close to the highest for pages with many interactions – is recorded as the INP of the page. A low INP indicates that the page is reliably responsive at all times.

Here are the e-commerce rankings, for which web performance is a business and SEO issue.

E-commerce : Webperf ranking of the top 30 most visited sites in the United Kingdom

NOTABLE IMPROVEMENTS :

This month, there weren’t many significant improvements, but a few sites still managed to climb the ranks:

• Marks and Spencer gained 2 places to reach 7th position, moving closer to the podium.
• Several other sites gained 1 position each, including Matalan, Screwfix, Next, Aldi, and Asos.

CHALLENGES FACED :

Some e-commerce sites faced difficulties this month, losing ground in the rankings:

• Tesco dropped 3 places to 20th.
• Apple fell 2 places to 13th.
• Sports Direct slipped 1 place to 8th.
• Wickes dropped 1 place to 9th.

Every millisecond of improvement or degradation can influence a site’s position in a competitive environment. In a market where user experience is directly linked to performance, maintaining optimal speed metrics is essential. These regressions remind e-commerce sites of the need for constant vigilance and optimization. To remain competitive, these sites must regularly assess and improve their web performance to avoid losing ground to competitors.

In the e-commerce sector, only 18% of the sites have all metrics in the green. Additionally, INP values go as high as 1298ms, which highlights the critical importance of web performance optimization, especially in this sector where every second matters for user engagement and conversions.

Media : Webperf ranking of the top 20 most visited sites in the United Kingdom

The top 3 positions remained unchanged this month, with BBC holding the top spot, followed by The Guardian and The Telegraph.

NOTABLE PROGRESSIONS:

• The Sun made a significant jump, gaining 4 places to reach 16th.
• Hello Magazine moved up 2 places to 8th.
• The Scottish Sun climbed 2 positions to 20th.
• Sporting Life gained 1 place, now ranked 18th.

CHALLENGES OBSERVED:

• Echo dropped 3 places to 21st, with a degradation in both INP and LCP.
• Financial Times fell 2 positions to 10th, with a slight degradation in LCP, although it maintains a strong INP at 96ms.
• Sky Sports lost 2 places, now at 15th, with a 37-point drop in INP and a decline in LCP as well.
• Daily Mail slipped 2 places to 19th, with a notable degradation in CLS.

Finally, here are the top travel websites.

Travel : Webperf ranking of the top 20 most visited sites in the United Kingdom

NOTABLE PROGRESSIONS:

• National Rail made a remarkable jump of 5 places to reach 18th, thanks to solid optimizations that reduced its INP by 105 points and its CLS by 0.12. However, with an INP still high at 678ms, further efforts are needed to improve interactivity.
• National Express gained 1 position, moving up to 7th.
• Uber also improved, climbing 1 place to reach 12th.

SETBACKS :

• EasyJet dropped 2 places to 22nd. Despite improvements in INP, it wasn’t enough to keep up with the competition.
• Several other actors lost 1 position, including Rome 2 Rio, Agoda, Pitchup, Hotels.com, Skyscanner, and Jet2.

In such a competitive market, standing out through your website’s performance is essential. Fast loading times not only improve user experience but also increase conversion rates and generate more revenue. This monthly ranking is a valuable tool to measure and enhance your site’s performance, allowing you to position yourself against competitors and identify areas for improvement. We encourage all UK e-commerce leaders to invest in optimizing their site speed and to use tools and services like those we offer at Fasterize to stay competitive. Stay tuned for our upcoming editions to see how your site compares and what improvements can be made. For more information and to learn how to improve your web performance, visit our website.