Lost Revenue and First Contentful Paint - Finding how Revenue is affected by it?

  • 20 January 2023
  • 2 replies

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How would you go about finding the potential Lost Revenue of Product detail pages where their First Contentful Paint is above 3s?


Best answer by megan 23 January 2023, 15:20

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Userlevel 5

Good morning, @DataSeed99! Conversions is a really helpful tool for this (available with FullStory Advanced and Enterprise plans). Conversions automatically analyzes the revenue impact of page performance issues like a slow First Contentful Paint and other signals like errors, rage clicks, dead clicks, and more. 

There are a few things you need to have in place to get started:

  1. Make sure your Product Detail page is configured correctly. FullStory uses machine learning to set up pages on your behalf, but it’s always a good idea to check the criteria and make sure that we’re grouping URLs in the way you’d expect!
  2. Capture orders on your site or app as events in FullStory using the FS.event API. This helps you capture the revenue associated with each transaction. 

After those pieces are in place, create a funnel that starts with a Product Detail page visit and ends with your Revenue Event. Super important to have that revenue event as the final step! Then, save the funnel and analyze it using conversions. If FullStory sees that slow page performance has a statistically significant impact on your conversions, we’ll surface that insight and show you the projected revenue lost. Here’s a screenshot as an example–you’ll see that First Content Paints over 3 seconds led to 116 lost conversions. Annually, that will cost ~$9.8K if left unfixed. 

A conversions analysis highlighting errors and page performance issues that impact conversions



I do this by setting up 2 segments: 

  1. User who experienced >3s FCP
  2. Users who experienced <3s FCP

Then use those segements to compare conversion and revenue metrics.

I’ve done this for other core web vitals such as LCP and CLS too.