In previous articles, we discussed why First Contentful Paint (FCP) matters and how it can affect conversion rates. Today, we’re shifting focus to another crucial performance metric: Interaction to Next Paint (INP). While FCP measures how quickly content is displayed, INP evaluates how quickly your website responds to user interactions, such as clicks or form submissions. A fast INP ensures a smooth and responsive user experience, which is essential for keeping visitors engaged and driving conversions. Let’s dive into why INP is important and how it impacts your website’s success.
Table of Contents
What Is INP and Why Is It Important?
INP is the time it takes for your website to acknowledge and visually respond to a user’s action. For example, when someone clicks a button, INP measures how quickly the site responds by displaying the next step—be it a new page, a pop-up, or a visual change. The faster the response, the better the user experience.
In today’s fast-paced online world, users expect instant feedback. If your site is slow to respond, it can create a negative impression and prompt users to leave. A quick INP not only keeps users engaged but also makes your site feel more professional and reliable.
What Is a Good or Bad Interaction to Next Paint (INP)?
To determine if your website’s Interaction to Next Paint (INP) is performing well, consider these benchmarks: A good INP is under 200 milliseconds, indicating a highly responsive and seamless user experience. If your INP falls between 200 and 500 milliseconds, it signals a need for optimization to improve performance. An INP over 500 milliseconds is considered poor, as delays of this magnitude can frustrate users, leading to higher bounce rates and lower conversions.
What Can You Do About It?
Improving INP requires collaboration with your web development team. Here are some steps to enhance this metric:
- Optimize JavaScript Execution: Ensure your site’s code runs efficiently so interactions are smooth and fast.
- Prioritize Critical Tasks: Ensure that essential user interactions, like submitting a form or clicking a button, happen without unnecessary delays.
- Minimize Long Tasks: Break down lengthy processes to avoid delays in how quickly your site responds to user actions.
- Reduce Third-Party Scripts: Limit the use of external scripts that may slow down your site, focusing on what’s essential for your website’s functionality.
- Improve Layout Stability: Ensure that your website’s layout doesn’t shift unexpectedly, which can make users feel like their interactions are being ignored.
- Optimize Server Response Times: Ensure your server processes user requests quickly to maintain a smooth interaction experience.
- Use Efficient Event Handlers: Streamline the code that responds to user actions to reduce delays.
The Business Impact
A fast INP can significantly enhance user satisfaction by making your website feel more responsive and reliable. This leads to higher engagement, better retention, and improved conversion rates. On the flip side, a slow INP can frustrate users, causing them to leave your site without completing desired actions.
For businesses that rely on user interactions—whether it’s filling out forms, making purchases, or navigating through content—a quick and smooth experience is key to driving conversions. By optimizing INP, you not only improve user satisfaction but also increase the likelihood of converting visitors into customers.
Next Steps
To improve your website’s INP, schedule a meeting with your web development team. Use performance tools like Google PageSpeed Insights or Chrome DevTools to monitor your site’s INP and identify areas for improvement. Regular audits and continuous monitoring will keep your site performing at its best, ensuring a smooth user experience that drives conversions.
By focusing on INP, you can ensure your website provides a seamless, efficient experience for all users, helping you stand out in a competitive market and ultimately driving better business results.
