Enhanced Website Performance with Google's INP Enhancements Through Consent Management Platforms
Discover how Google's collaboration with consent management platforms leads to improved website interactivity metrics, resulting in quicker load times upon cookie acceptance.
Google has made enhancements to its Interaction to Next Paint (INP) metric for websites that utilize common consent management platforms (CMPs). This was achieved by collaborating directly with platforms such as OneTrust, Complianz, and Axeptio.
Barry Pollard, a Chrome User Experience Report (CrUX) team member, announced the initiative in a recent post on the CrUX Announcements group.
Pollard stated:
Insights on INP from Google's Chrome UX Team
The Google team has collaborated with various Consent Management Platforms like OneTrust, Complianz, and Axeptio to enhance Interaction To Next Paint (INP) by triggering more frequently, especially after accepting cookies.
Google has been collaborating with CMPs like OneTrust, Complianz, and Axeptio to enhance INP for websites using these platforms. This partnership has led to better performance of INP, especially when cookies are accepted.
— Chrome UX Report (@ChromeUXReport) April 9, 2024
He explained that the platforms now “yield more often” when cookies are accepted, directly impacting the site’s INP performance.
Related: Get Ready For Google’s INP Metric With These 5 Tools
The Importance Of INP
INP, introduced as a replacement for First Input Delay (FID), measures the time it takes from when a user interacts with a page to when the browser can render the changed pixels to the screen.
INP is considered a Core Web Vital and helps assess a website's interactivity and overall user experience.
Optimizing INP & Identifying Issues
You can evaluate your site’s current INP performance using tools like PageSpeed Insights and CrUX.
Google has provided a helpful tutorial to assist developers in identifying and fixing INP issues. The tutorial includes steps such as diagnosing problematic areas, optimizing JavaScript, and streamlining the DOM structure.
On average, websites take 1.3 seconds to load their main page content, as measured by the Largest Contentful Paint metric, according to data from DebugBear.
But, loading speeds can vary greatly depending on the website, device, and location.
FAQ
What is Interaction to Next Paint (INP) and why is it important?
INP, or Input to Paint, is a metric that measures the time it takes for a user's interaction with a webpage to be displayed on the screen. It builds upon the First Input Delay (FID) metric and is recognized as a Core Web Vital by Google.
The significance of INP lies in its ability to gauge the responsiveness of a webpage, a crucial aspect of user experience. A lower INP value (less than 200ms) indicates a website that is more interactive and responsive, potentially leading to higher user satisfaction and improved search visibility.
Enhancements in Consent Management Platforms for Improved INP Results
Consent Management Platforms (CMPs) such as OneTrust, Complianz, and Axeptio have undergone improvements in collaboration with Google to boost website Important Web Vitals (INP) metrics.
This was accomplished by having the platforms "yield more often," especially when users agree to cookies.
Yielding more frequently means that these platforms give the browser's main thread a break from handling consent-related tasks, which helps boost the INP metric and overall performance.
Featured Image: rafapress/Shutterstock
Editor's P/S:
The enhancements made to the INP metric in collaboration with CMPs are a significant step towards improving the user experience on websites that utilize these platforms. By triggering more frequently, especially after accepting cookies, the platforms now yield more often, directly impacting the site's INP performance. This can lead to a more responsive and interactive website, which can positively impact user satisfaction and search visibility.
It is crucial for website owners to understand the importance of INP and take steps to optimize it. Tools like PageSpeed Insights and CrUX can be used to evaluate a site's current INP performance, while Google's tutorial provides valuable guidance on identifying and fixing INP issues. By optimizing INP, websites can ensure a better user experience and potentially improve their search rankings.
