Paid media amplifies whatever experience waits on the other side of the ad. When PLPs and PDPs load slowly, ROAS drops even if creative performs — because the landing experience fails the click.
Revenue impact by funnel stage
- Homepage LCP delays reduce exploration depth
- Slow filters increase bounce on collection pages
- Heavy PDP galleries delay add-to-cart on mobile
- Checkout scripts inflate INP and abandon rates
Treat speed as a growth lever. Instrument Core Web Vitals by template, prioritise fixes by traffic share, and retest after every major theme or app change.
