Marketers obsess over ad creative and targeting, then send that expensive traffic to a landing page that takes four seconds to become interactive. The math on that trade is almost always bad.
The Metrics That Actually Matter
Largest Contentful Paint (how fast the main content appears) and Total Blocking Time (how long the page ignores clicks and taps) correlate directly with bounce and conversion rate on paid landing pages. Both are measurable with free tools before you spend another dollar sending traffic there.
Where the Time Actually Goes
It’s rarely the page framework. It’s almost always third-party tracking scripts fighting for the main thread, and hero images shipped at four times the resolution the page actually displays.
- Defer non-critical third-party scripts (chat widgets, trackers) until after first interaction.
- Serve images sized and compressed for their actual display dimensions.
- Preload the font and hero asset that render above the fold.
- Cut unused CSS and JS shipped to every page regardless of what it actually uses.
- Test on a throttled mobile connection, not just your office wifi.
Want your landing page speed audited for free?
We run real Lighthouse audits, not guesses — and fix the specific bottleneck, not everything at once.
Request a page speed auditSpeed isn’t a developer nicety on a paid landing page — it’s a line item in your cost-per-acquisition, whether anyone’s tracking it that way or not.
