Charity brands have been named as one of the worst for online experiences, according to new research.

Brand communications agency Warbox analysed 1,000 UK websites using Google’s PageSpeed Insights tool and Core Web Vitals to reveal the 14 sectors that offer the best – and worst – online experiences.

The charity sector's websites have a low average performance score at 78 – anything between 50-89 needs improvement, according to Google.

Fashion websites were reported as the worst with an average performance score of 55.

The research comes as customers are increasingly abandoning sites with slower speeds and a poor UX, but they are willing to pay 80% more for a good online experience.

Mark Fensom, director at Warbox said: “In 2025, if your website’s UX isn’t up to scratch, visitors have plenty of alternatives. Websites do need to look pretty but this shouldn’t be prioritised over functionality or accessibility, otherwise you risk being penalised by Google and visitors.

“The data reveals that fashion websites are slower to react to interactions, which is in part the reason why websites are lagging behind. Speed matters and not just for brands trying to outpace competitors. Slow sites, which I’m sure everyone has experienced, are frustrating especially when you’re in the middle of an action.”

How can brands level up their websites?

The research also includes insights into how brands can improve their online experience for customers. Recommendations include:

- Make sure you’re website is mobile friendly as Google indexes websites mobile-first
- Reduce page bloat by compressing files or shortening scripts
- Have a clear site structure and intuitive navigation to improve the performance of your most important pages
- Optimise any AI chatbots or interactive features for your website and test it on a staging site
- Colour contrast is a key aspect of accessibility guidelines, so make sure your website colours enhance the readability of text.

To read the full research, visit: https://warboxcreative.co.uk/uk-best-and-worst-websites-for-site-speed-ranked/

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