Web performance checklist to increase conversion

Web performance has become a strategic lever for any company wishing to improve its conversion rate. In a B2B context where purchase cycles are long and technical expectations are high, every second of loading and every element of UX counts. This practical guide offers a prioritized checklist – technical, UX and analytical – for auditing, optimizing and measuring the impact of actions on conversion. The aim: to provide decision-makers with concrete, measurable recommendations tailored to B2B specificities.

Why this subject is essential for companies

Web performance and conversion optimization are closely linked: a slow, unstable or poorly designed site reduces trust, increases the bounce rate and results in fewer contact requests or registrations. In B2B, visitors are often qualified prospects – losing their attention through a poor experience is costly in terms of time and business opportunities. Companies frequently fail to convert traffic into leads because they neglect three key areas: site speed, message clarity and path simplicity.

Research shows that a structured, iterative performance audit quickly identifies the most profitable gains. As the provided expert summary points out: “The web performance checklist for conversion must be data-driven, user-centric and iterative”. In practice, this means monitoring, testing and prioritizing according to potential impact on conversions.

How Communicators turn challenges into opportunities

Calling on Les Communicateurs allows us to combine technical expertise, B2B UX knowledge and testing methodology to translate performance problems into measurable gains. The approach is pragmatic: initial audit, prioritized optimization plan, technical deployment, experimentation and KPI monitoring. The focus is on return on investment: reducing friction, increasing conversion rates and improving lead quality.

In concrete terms, the agency operates in three complementary areas:

• Technical optimization (Core Web Vitals, infrastructure, images, scripts)
• Improved UX and sales path (forms, CTAs, social proof)
• Automation and personalization thanks to AI and marketing tools to convert more and better

These actions generate direct gains: reduced loading times, lower form abandonment rates, higher click-through rates on calls to action, and ultimately, increased requests for quotes or demonstrations. In several B2B customer cases, Les Communicateurs has observed conversion improvements typically between 15% and 40% after a comprehensive optimization program.

Web performance checklist to increase conversion: key steps

Here’s a prioritized checklist, inspired by expert synthesis and structured for rapid, iterative execution. Each step includes the objective, recommended actions and recommended tools.

1. Data analysis and metrics

Objective: understand where visitors come from, how they behave and where conversions fail.

• Install and configure Google Analytics / GA4 correctly, segment by device, source and path.
• Measure bounce rates, main entry pages, exit pages, session duration and conversion rates by objective.
• Set up weekly dashboards to monitor variations and detect anomalies.
• Recommended tools: Google Analytics, Mixpanel, Looker Studio.

2. Understanding user behavior (B2B UX)

Objective: to identify friction, areas of uncertainty and distracting elements that hinder conversion.

• Install heatmaps and session recordings (Hotjar, FullStory) to observe clicks, scrolls and hesitations.
• Analyze typical B2B persona paths (technical buyer, financial decision-maker, etc.).
• Collect direct feedback via short surveys on key pages (Typeform, Survicate).

3. Optimizing user experience

The aim is to simplify the customer journey to reduce cognitive costs and accelerate conversion.

• Clarify the main message: headline understandable in 3 seconds, value proposition immediately visible.
• Visible, repetitive CTAs: contrasting color, actionable labels (“Request a demo”, “Get a quote”).
• Simplified forms: limit fields, use auto-completion and guest checkout where applicable.
• Social proof: customer testimonials, logos, B2B case studies well placed on conversion pages.

4. Technical optimization and Core Web Vitals

Objective: meet or exceed Core Web Vitals’ recommended thresholds to improve perceived performance.

• Check and target: LCP ≤ 2.5s, CLS ≤ 0.1, high performance INP (or FID) (objectives < 100-200ms depending on the case).
• Optimize images (modern WebP/AVIF format, compression, responsive srcset, lazy-loading).
• Minimize and defer third-party scripts, load in async/defer, reduce blocking scripts.
• Use a CDN, activate browser cache, compress resources (gzip/brotli) and reduce HTTP requests.
• Recommended tools: Google PageSpeed Insights, WebPageTest, GTmetrix, Lighthouse.

5. Testing and experimentation (A/B Testing)

Objective: validate changes through experimentation rather than intuition.

• Formulate hypotheses and prioritize tests according to impact × effort.
• Run A/B tests on headlines, CTAs, product page layout, form length.
• Measure gains in conversion rate and commercial value (MQL, SQL, potential revenues).
• Recommended tools: Optimizely, VWO, Google Optimize (or integrated alternatives).

6. Customization and automation

Objective: increase the relevance of messages and automate follow-ups to convert more prospects.

• Segment visitors and personalize pages according to sector, company size or behavior.
• Set up emailing and automated follow-up scenarios for hot leads (marketing automation).
• Use dynamic recommendations and contextual social proof to reassure prospects.
• Recommended tools: HubSpot, Pardot, AI tools for product recommendations.

7. Feedback and continuous improvement

Objective: close the loop with customer feedback to prioritize future improvements.

• Integrate post-visit micro-surveys and satisfaction surveys to identify objections.
• Analyze commercial feedback to correct messages and pages misaligned with customer needs.
• Repeat the audit, optimization and test cycle continuously.

Strategies, tools and practical examples

The practical implementation of a web performance checklist requires strategies that combine technology, UX and automation. Below, concrete actions organized by area of intervention, with operational examples.

Process automation and monitoring

The Communicators recommend automating monitoring and certain corrective actions to maintain performance without permanent operational load.

• Set up alerts on Core Web Vitals via monitoring tools (PageSpeed API + automated scripts).
• Automate image optimization during uploads (server-side compression) to guarantee site speed in production.
• Create alert workflows when an A/B test exceeds an impact threshold or when a page loses conversions.

Example: an industrial customer reduced the time spent by the IT team on front-end maintenance by 45%, thanks to image optimization pipelines and automated monitoring, freeing up time for higher-impact A/B testing.

B2B UX: simplifying the decision-making process

The B2B buyer experience differs from B2C: it requires proof, technical resources and easy contact options for purchasing teams. The following optimizations apply well to B2B:

• Product pages with downloadable data sheets, use cases and quantified ROI.
• Separate CTAs for decision-makers (e.g. “Request a technical demo”) and buyers (e.g. “Get a sales proposal”).
• Progressive forms (progressive profiling) to ask only the essentials first, and complete the data as the interaction progresses.

Example: a B2B SaaS increased its demo requests by 30% by replacing a long form with a two-step form and adding social proof on the home page.

Priority technical optimizations

To quickly accelerate site speed and improve Core Web Vitals, prioritize :

• Compression and modern formats: convert images to WebP/AVIF and serve responsive images.
• Critical CSS and preloading of critical resources (preload, preconnect) to improve LCP.
• Reduction of third-party scripts and asynchronous loading; marketing tag audits and removal of unused tags.
• CDN implementation and optimized caching policy for static pages and resources.

These actions have a direct effect on the perception of speed and on bounce rates, especially on mobile, where a large proportion of B2B traffic is concentrated.

A/B testing and prioritization – RICE method

To decide which tests to run first, use a simple matrix: Impact × Effort (or RICE: Reach, Impact, Confidence, Effort). Example of priorities:

• Low effort, high impact: reduce form fields, change the color of a CTA, optimize a critical image.
• Big effort, big impact: header redesign, migration to a new performance-optimized CMS.
• Low impact, high effort: complete refactoring of a non-critical module – to be avoided as a priority.

Here’s a concrete example: a simple A/B test on CTA wording resulted in 12% additional conversion for a professional training platform, validated in two weeks thanks to sufficient traffic.

Long-term benefits for your company

Investing in web performance and conversion optimization is not a one-off cost: it’s an investment that improves sales efficiency and competitiveness over the long term. Here are the main benefits:

• Sustainable increase in conversion rate: a smoother path and improved speed increase the probability of conversion and improve lead quality.
• Lower cost of acquisition (CAC): better conversion of existing traffic reduces the need for long-term increases in advertising budgets.
• Improved customer experience and brand image: a high-performance site reinforces technical credibility, which is essential in B2B.
• Operational efficiency: automation and optimization pipelines reduce maintenance costs and free up resources for innovation.
• Adaptability and resilience: an optimized architecture facilitates product upgrades and traffic peaks, reducing the risk of downtime or degraded experience.

In numerical terms, the impact can be seen in improved conversion rates (e.g. +15-40% depending on the case), reduced loading times (e.g. -30 to -60%) and a significant drop in bounce rates. These gains lead directly to more leads and more profitable marketing campaigns.

Conclusion: take action with Les Communicateurs

Web performance for conversion is a strategic opportunity: monitor, understand, test, personalize and iterate. A professional checklist and a structured approach help identify high-impact optimizations and achieve a rapid return on investment. Communicators combine technical expertise (Core Web Vitals, server optimization, CDN), B2B UX skills and the ability to deploy automation and AI solutions to maximize conversion.

To move from audit to action, the agency offers an initial diagnosis, a prioritized optimization plan and an ongoing experimentation program, with clear KPIs and transparent reporting. Whether the objective is to improve site speed, reduce form abandonment or customize the experience for specific B2B segments, Les Communicateurs designs pragmatic, measurable solutions.

Want to find out how to concretely improve your web performance and increase your conversions? Contact Les Communicateurs for a personalized consultation, a Core Web Vitals audit or a B2B UX optimization plan. The team can show you case studies, estimate the expected gains and co-construct a roadmap adapted to your context.