Definition
Landing page speed is how quickly a landing page becomes usable and visible after a click. It directly affects conversion rate.
Example
A 2s LCP page converts better than a 5s LCP page at the same traffic quality.
How to use it
- Measure on mobile first; most paid traffic is mobile.
- Speed improvements compound with creative and offer wins.
- Track Core Web Vitals to catch regression after releases.
- Audit third-party tags; they often cause the biggest slowdowns.
Common mistakes
- Optimizing only time-to-first-byte while LCP remains slow.
- Ignoring page weight from analytics tags and heavy images.
- Testing speed on desktop only while mobile traffic dominates.
- Launching new scripts without measuring impact on LCP and CLS.
Why this matters
This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.
Practical checklist
- Write a 1-line definition for "Landing Page Speed" that your team will use consistently.
- Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
- Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
- Sanity-check with a related calculator from the same category on MetricKit.
- Read the related guide (e.g., Creative + landing page playbook: diagnose CTR/CVR, then set break-even targets) for context and common pitfalls.
Where to use this on MetricKit
Calculators
- Click-through Conversion Rate Calculator: Calculate click-through conversion rate (click-to-conversion CVR) and estimate required clicks for target conversions.
- ROAS Calculator: Calculate Return on Ad Spend (ROAS) and estimate contribution profit after ad spend.
- Break-even ROAS Calculator: Estimate the break-even ROAS based on contribution margin assumptions.
- Target ROAS Calculator: Estimate a target ROAS to cover variable costs plus a desired margin buffer.
- Paid Ads Funnel Calculator: Model CPM -> CTR -> CVR to estimate CPC, CPA, ROAS, and profit per 1,000 impressions (with margin and variable costs).
Guides
- Creative + landing page playbook: diagnose CTR/CVR, then set break-even targets: A practical playbook for improving paid ads performance: use CTR/CVR diagnosis, set break-even CTR/CVR/CPM targets from your economics, and fix the biggest lever first.