Can Pop-Ups Cause Google CLS Problems? A Deep Dive  💥
In the evolving landscape of digital UX, pop-ups and CLS stand out. Understanding their interplay is essential as site performance increasingly correlates with user experience metrics, especially in Google's eyes.
Understanding Cumulative Layout Shift (CLS)
Cumulative Layout Shift, a core web vital metric by Google, measures visual stability on webpages. It captures unexpected layout shifts disrupting user interaction. High CLS scores denote unstable pages, which degrade user satisfaction and, in turn, impact SEO rankings.
Lab Data versus Real-World Data
The data presented in tools like PageSpeed Insights, which uses Lighthouse, is referred to as lab data. However, lab data doesn't directly impact page experience or core web vitals data. While lab data can help identify potential issues, its numbers aren't absolute. They only serve as a relative indication. Google Search Console, on the other hand, relies solely on real-world data for its page experience scores.
Real-world data is captured using the Chrome User Experience Report (CrUX), gathering analytics directly from users' browsers – specifically from those who've opted into usage statistics. The capturing mechanisms of CrUX and lab data differ significantly, with CrUX not utilizing the Lighthouse engine.
Pop-Ups and CLS Issues
Despite their marketing potential, pop-ups can inadvertently escalate CLS scores. When not executed correctly, pop-ups can lead to abrupt content shifts, degrading user experience.
Priority and Generation of Data
Understanding how Google generates and prioritizes data can provide clarity. If a URL registers significant real-world traffic from users with usage statistics enabled, CrUX will produce a Field Data Report. In the absence of adequate real-world data for a URL, data will defer to the origin summary report.
The Field Data Report considers:
- Average metrics from all real-world views.
- Percentage breakdown of views graded as green, yellow, or red based on performance.
A good URL might still exhibit low scores for some metrics, as long as the overall score exceeds 90% for the majority of views (75%+). Additionally, to be deemed good, a URL must have zero mobility, security, and ad experience issues.
Deciphering Absent Field Data Reports
Lacking a Field Data Report doesn't imply the absence of any data. Often, there might just not be enough data for a reliable conclusion. In such scenarios, scores from a 'similar' URL with sufficient data get inherited. If no such URL exists, the origin summary report is the fallback. Origin summary probably amalgamates data from all pages. Hence, substantial views across a domain, even if spread thinly across individual pages, can offer a reliable origin summary.
Addressing CLS Issues Originating from Pop-Ups
Combining design and technical strategies can mitigate pop-up induced CLS issues:
Reserve Space and Optimize Load Times
Designate space for pop-ups using CSS to prevent content displacement. Compress images, reduce file sizes, and employ efficient coding to optimize loading times.
Test and Make Use of Static Sizes
Before deployment, test pop-ups across various devices and browsers. Ensure pop-ups retain a consistent size to maintain page stability.
Pagespeed Variability and Impact on Data
Running PageSpeed Insights multiple times for the same link can yield varying results. Factors like server response time, CDN performance, external resources, and Lighthouse's interpretation of data can cause these fluctuations. Moreover, Lighthouse operates in a controlled environment, but real-world data varies greatly based on client devices, operating systems, browsers, and even internet speed.
While pop-ups remain a valuable tool, it's imperative to employ them judiciously to avoid adverse CLS implications. As real-world user experience gains prominence in SEO metrics, understanding the intricacies of Google's data prioritization becomes paramount. However, the risk associated with pop-ups is significant.
Should your CLS numbers fall below 75%, Google will impose a penalty, severely impacting your site's Search Engine Results Page (SERP) position. Thus, in the balance of user experience and engagement, it's essential to approach pop-ups with caution, ensuring they enhance rather than detrimentally affect your site's performance and visibility.