Web performance is becoming a real competitive differentiator as we head into the end-of-year peak.
In November, Top 50, E-commerce, Media and Travel all show mixed progress:
Top 50: steady leaders, strong gains from DIY and Netflix, but several brands slowed down.
E-commerce: stable podium; modest progress on interactivity but many sites still struggle with responsiveness.
Media: fast loading overall, yet interactivity remains the sector’s weak point.
Travel: still the lowest-performing vertical, though some encouraging improvements in INP.
Overall: More sites are improving, but interactivity remains the #1 UX challenge across all industrie
It’s time to take a look at this month’s webperf rankings of the most visited sites in the UK.
We’re excited to unveil the new edition of our UK Speed Ranking : a snapshot of real-world mobile performance across four key sectors : Top 50 most visited, 🛒 E-commerce, 📰 Media and 🧳 Travel.
But before diving into the results, let’s remind ourselves why fast-loading websites are critical to online success.
📊 How the rankings are calculated ? The PX Index methodology.
As a reminder, the score obtained for the sites presented in this article is calculated using a methodology based on CrUX (Chrome User Experience Report) data. In order to give the best evaluation of each site’s mobile web performance, we based our calculations on the weighting of the Lighthouse score :
CrUX provides an overall assessment of the Core Web Vitals metrics for each site analysed. This metric is calculated by taking the 28-day rolling average of the 75 percentile performance throughout the month. The overall performance score is determined by a weighted average of the scores for each metric. This score, rated out of 100, is used in the rankings below (so it is not the PageSpeed score that is used in the rankings below). At Fasterize, we’ve made a clear choice: to rely exclusively on real-user data. That’s the foundation of the performance experience index (PX Index).
Why speed matters ?
Speed isn’t just technical : it’s strategic ! Studies show that website performance directly impacts user experience, conversion rates, and revenue. According to Google, 53% of mobile site visitors leave a page that takes longer than three seconds to load. For UK e-commerce sites, this statistic is particularly concerning given the intense market competition.
A Deloitte study reveals that a 0.1-second improvement in mobile site speed can increase conversion rates by 8.4% for retail sites. These figures highlight the importance of prioritizing loading speed to stay competitive.
Top 50 : Webperf ranking of the top 50 most visited websites in the United Kingdom
With Black Friday now behind us and traffic surges rolling into the Christmas period, websites enter the most demanding time of the year. Some teams clearly used September/October to prepare their platforms for peak season — and it shows. Others were less lucky, with performance regressions that could cost precious conversions during the retail rush.
Let’s dive into the November Webperf Ranking and see who’s rising, who’s stabilising, and who might need urgent optimisation before holiday traffic hits its peak.
🏆 TOP 3 LEADERS
The podium remains remarkably stable, showing how the best continue to refine performance at scale.
- Wikipedia (0 → #1) : Continues to lead with excellent loading and instant interactivity.
- Gov (+1 → #2) : Climbs to second place thanks to subtle improvements in both LCP and INP, offering smoother navigation for millions of users interacting with essential services.
- Indeed (–1 → #3) : Drops one position due to a +67 ms slowdown in LCP, slightly delaying how quickly job seekers see meaningful content.
🌟 NOTABLE IMPROVEMENTS
Several well-known brands made real progress this month, particularly on interactivity (INP) : a key metric for user satisfaction.
- Diy (+7 → #19): Pages load much faster thanks to a –201 ms drop in LCP, and interactions feel smoother with –71 ms INP, now close to the green threshold.
- BT (+4 → #24): A small but meaningful –5 ms improvement in INP makes navigation slightly more responsive.
- Argos (+5 → #27): Interactivity is noticeably better with a –77 ms reduction in INP.
- Netflix (+13 → #30): A major UX win with –451 ms faster interaction and –183 ms faster loading.
These sites reflect ongoing efforts to improve web performance, which will likely continue to positively impact user experience and engagement. These improvements are the result of consistent efforts to optimize their systems, with particular attention paid to INP. It’s worth noting that having a good FID does not necessarily mean having a good INP! FID only measures the first interaction, whereas INP assesses interactivity throughout the entire browsing session. The efforts made by these players to improve their web performance metrics are not only beneficial for their rankings but are also crucial for providing a quality user experience, reducing bounce rates, and increasing engagement on their platforms.
📉 CHALLENGES IN THE RANKINGS
- Amazon (–3 → #14): A slight +15 ms rise in LCP makes the first content appear a bit slower than last month.
- Office (–9 → #28): A significant +334 ms increase in LCP leads to noticeably slower page rendering, especially on mobile.
- The Sun (–5 → #29): A +156 ms slowdown in LCP results in a heavier, less immediate loading experience.
- Disney Plus (–4 → #33): Both loading (+107 ms LCP) and interactivity (+10 ms INP) declined, making the interface feel less reactive.
- Ancestry (–4 → #37): A modest +44 ms increase in LCP slightly slows down the initial display of content.
📊 Averages for the sector:
🧪 Core Web Vitals Overview – Top 50 (November 2025)
Overall, performance remains stable as we enter the pre-holiday tech freeze — but clear gaps persist.
- ✅ 38% of sites pass all three Core Web Vitals : A stable result compared to October, showing that a minority of websites consistently deliver great UX across loading, interactivity, and stability.
- ⏱ 66% meet the LCP benchmark : Slightly lower than last month (70%), suggesting that holiday-season code changes and surging traffic may be impacting loading speed.
- 🧭 54% reach the INP benchmark : Up from 48% in October — a positive sign that more teams are addressing interactivity issues ahead of peak shopping traffic.
- 🔒 76% maintain a stable layout (good CLS)
Unchanged from last month, meaning most sites avoid disruptive layout shifts, a key factor in user comfort during browsing or checkout.
Here are the e-commerce rankings, for which web performance is a business and SEO issue.
E-commerce : Webperf ranking of the top 30 most visited sites in the United Kingdom
As holiday shopping ramps up and tech teams enter their code-freeze period, November reveals which retailers managed to strengthen their performance — and which ones may feel the impact during peak season.
🏆 TOP 3
No shake-up at the very top:
- IKEA (0 → #1) : Still leading the pack with a responsive 133 ms INP, ensuring smooth browsing even on mobile.
- John Lewis (+1 → #2) : Moves up thanks to a small but meaningful INP improvement (–3 ms), improving the fluidity of product interactions.
- Aldi (–1 → #3) : Slips one place after a rise in LCP (+41 ms) and INP (+11 ms) — small slowdowns, but enough to affect perceived loading speed during peak demand.
🌟 NOTABLE IMPROVEMENTS
- DIY (+3 → #12) : A standout this month with significantly faster loading (–201 ms LCP) and much better responsiveness (–71 ms INP), nearly reaching the green threshold, a clear boost for shoppers navigating detailed product pages.
- Tesco (+2 → #19) : Major loading improvement (–372 ms LCP), helping key content appear faster during search.
- Shein (+4 → #20) : Light optimisations across all metrics improve overall consistency — small gains, but valuable during high-traffic sales periods.
📉 CHALLENGES IN THE RANKINGS
Some big names, however, lost ground:
- Temu (–2 → #10) : A slight degradation in INP (+7 ms), which may translate to slower reactions when tapping or filtering.
- Vinted (–2 → #16) : Despite a perfect CLS, loading slowed (+100 ms LCP, now orange) and interactivity dipped (+6 ms INP).
- H&M (–2 → #21) : Minor regressions across all metrics.
- Halfords (–4 → #24) : Drops four positions without a major metric collapse, a sign that competitors improved faster this month.
📊 Averages for the sector:
🧪 Core Web Vitals Overview – E-commerce (November 2025)
E-commerce performance remains mostly stable this month, with encouraging signs of progress in both loading and interactivity.
32% of sites now pass all three Core Web Vitals, up from 29% in October.
LCP continues to improve, with 74% of retailers delivering fast-loading pages (vs 70% last month), ensuring users see key content quickly.
Interactivity also shows meaningful gains: 35% of sites now meet the INP benchmark, compared with 32% previously : a sign that recent optimisations are beginning to reduce delays during product interactions and checkout.
Finally, 74% of sites maintain a green CLS, up from 70%, offering more stable layouts and smoother browsing experiences during peak shopping periods.CLS, ensuring stable shopping and checkout experiences.
Media : Webperf ranking of the top 30 most visited sites in the United Kingdom
News publishers head into the end-of-year with mixed results. While loading performance remains strong across the board, interactivity continues to be a sticking point..
🏆 TOP 3 LEADERS
The podium remains unchanged, with all three continuing to offer fast, stable reading experiences:
- The Guardian (0 → #1) — INP at 112 ms, delivering consistently smooth interactions.
- BBC (0 → #2) — INP 136 ms, stable layout, and excellent LCP.
- Sky Sports (0 → #3) — INP 121 ms, keeping navigation and live-content browsing responsive.
Several outlets made measurable progress this month, a welcome sign as traffic ramps up:
- GB News (+2 → #9) – Small but meaningful gains across all metrics, resulting in a smoother reading experience.
- London South East (+3 → #11) – Better interaction speed (INP improved) and reduced layout shifts, making page navigation feel steadier.
- NY Times (+2 → #13) – Improvements on all metrics, with INP now officially in the green — reducing delays when tapping or scrolling articles.
- Sporting Life (+3 → #16) – A faster page load thanks to –89 ms LCP and snappier interactions (–16 ms INP).
- Manchester Evening News (+3 → #23) – More stable layouts and faster rendering, reducing friction for mobile readers.
📉 CHALLENGES IN THE RANKINGS
- Hello Magazine (–4 → #14) – A +36 ms rise in LCP, slightly delaying when main content becomes visible.
- Standard (–2 → #15) – Another LCP slowdown (+46 ms), affecting the first impression of article pages.
- The Sun (–3 → #19) – A noticeable +156 ms LCP increase, making pages feel heavier at load time.
- Birmingham Live (–2 → #25) – Interactivity suffered (+80 ms INP), making the site feel less responsive during scrolls and taps.
- Wales Online (–2 → #26) – Similar issue: +79 ms INP, slowing down user inputs on mobile.
📊 Averages for the sector:
🧪 Core Web Vitals Overview – Media (November 2025)
Media websites continue to show strong load times but struggle with responsiveness — a critical factor on mobile.
- 33% of UK news sites meet all three Core Web Vitals, confirming long-standing structural challenges in the sector.
- 90% (vs 87% in October) achieve a green LCP, ensuring readers see the headline and first content almost instantly.
- 40% (vs 36%) now meet the INP benchmark, a welcome improvement — though more than half still deliver sluggish interactions.
- 70% maintain a stable layout (green CLS), but this remains lower than earlier months, signalling a need to tighten layout behaviour.
Travel : Webperf ranking of the top 30 most visited sites in the United Kingdom
As holiday planning ramps up ahead of Christmas and New Year, travel websites face intense pressure to remain fast, stable, and responsive — especially with users searching, comparing, and booking on mobile.
🏆 TOP 3 LEADERS
The top of the ranking holds firm — but the margins are tighter than ever.
- Transport for London (0 → #1) — INP 115 ms, keeping navigation and journey planning smooth for daily commuters.
- Love Holidays (0 → #2) — INP 129 ms and strong visual stability; one of the most reliable booking experiences.
- Pitchup (0 → #3) — Still in the podium, though interactivity remains borderline with INP at 224 ms.
🌟 NOTABLE IMPROVEMENTS
- National Express (+2 → #13) : Improved both loading and interactivity.
- National Rail (+2 → #17) : Progress across all three Core Web Vitals, including –28 ms INP.
- Premier Inn (+4 → #22) : One of the strongest gains this month with –839 ms LCP and –67 ms INP, dramatically improving how fast room details and key visuals appear, and how quickly users can interact.
📉 CHALLENGES IN THE RANKINGS
- Uber (–2 → #14) : slower loading (+40 ms LCP) and reduced interactivity (+35 ms INP) make the mobile experience feel more sluggish.
- Jet2 (–2 → #19) : A triple regression: +142 ms LCP, +22 ms INP, and a +0.03 CLS increase, which can create visible layout shifts — especially disruptive during booking flows.
📊 Averages for the sector:
🧪 Core Web Vitals Overview – Travel (November 2025)
Travel continues to be the sector with the most room for improvement — but this month shows encouraging signs.
- 15% of travel sites now pass all three Core Web Vitals (up from 11%).
- 56% (vs 52%) meet the LCP benchmark, yet nearly half still load too slowly.
- 30% (vs 22%) reach the INP benchmark, indicating improving responsiveness.
- 44% (vs 52%) achieve a green CLS, meaning layout stability slightly weakened this month.
💡 Takeaway
Travellers expect speed — whether they’re checking timetables, comparing hotels, or securing last-minute deals.
Sites that continue to reduce loading times and interaction delays will convert more users, especially as we head into the busiest booking weeks of the year.
In such a competitive market, standing out through your website’s performance is essential. Fast loading times not only improve user experience but also increase conversion rates and generate more revenue. This monthly ranking is a valuable tool to measure and enhance your site’s performance, allowing you to position yourself against competitors and identify areas for improvement.
We encourage all UK e-commerce leaders to invest in optimizing their site speed and to explore how tools and services like those we offer at Fasterize can help unlock faster, smoother, and more profitable digital experiences to stay competitive. Stay tuned for the next edition to see how your competitors evolve — or how you can overtake them.
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