Loading time and UX: ranking of the most performant Swiss websites in 2025

Loading time and UX: ranking of the most performant Swiss websites in 2025

Did you know that 50% of users leave a site if it takes more than 3 seconds to load? In 2025, speed and user experience (UX) are essential for Swiss websites. Here are the key points to remember:

• Top performances in Switzerland: , Migros.ch, Coop.ch, and other sites were analyzed based on three main metrics:
  • LCP (Largest Contentful Paint): ≤ 2.5 s
  • INP (Interaction to Next Paint): ≤ 200 ms
  • CLS (Cumulative Layout Shift): ≤ 0.1
• Quick ranking:
  • EWM SA: Initial loading time of 1.8 s, mobile bounce rate of 32%.
  • Migros.ch: 2.3 s, mobile bounce rate of 41%.
  • Coop.ch: 2.7 s, mobile bounce rate of 48%.
• Key optimizations:
  • Image compression (AVIF format, lazy loading).
  • Reduction of CSS/JS files and caching.
  • Use of CDNs and protocols like HTTP/2.

Performance criterion	EWM SA	Migros.ch	Coop.ch
Initial loading time	1.8 s	2.3 s	2.7 s
LCP	2.2 s	2.8 s	3.1 s
Mobile bounce rate	32%	41%	48%

Technical performances are not just about speed: they directly influence conversions and user satisfaction. Optimize your site speed to stay competitive!

Website loading speed: Effective Method!

1.

EWM SA, a digital agency based in Geneva, stands out for its technical skills and digital projects. The analysis of their site's Core Web Vitals, ewm.swiss, highlights strong performances achieved through regular optimizations.

Three main elements explain these results:

• Advanced technical optimization: Image compression, caching, file reduction, and content delivery networks usage. These actions ensure a fast and performant site.
• JAMstack architecture: This choice allows for static rendering, efficient geographical distribution, and a clear separation between content and presentation, significantly improving loading times.
• Polished UX design: Intuitive navigation, quick responses, and well-organized content structure make the user experience pleasant and efficient.

These technical performances provide a benchmark to evaluate other Swiss sites in the following sections.

2. Site A Performance Analysis

After its recent redesign, Migros.ch shows faster loading times and an improved user experience, in response to the Core Web Vitals requirements mentioned earlier. Here are the techniques used to achieve these results.

The team modernized the architecture by adopting a service-oriented approach. The use of a CDN and a caching strategy significantly accelerated loading times.

Other improvements include deferred image loading, compression of JavaScript and CSS files, as well as resource size reduction. These adjustments allow for faster page display. Additionally, category navigation simplifies product access.

With the rise of mobile traffic, optimization for mobile devices has become a priority. Finally, a real-time monitoring system helps identify and quickly resolve performance issues, even during high traffic periods.

3. Site B Performance Analysis

In 2025, Coop.ch underwent a technical overhaul of its e-commerce platform, marking a turning point in its digital performances thanks to several technical advancements.

One key aspect of their strategy focuses on image optimization. The site adopts the AVIF format for product photos, reducing file size while maintaining high visual quality. This compression, combined with deferred loading, enhances initial loading speed.

The site also uses the HTTP/2 protocol to allow simultaneous loading of multiple resources. With the addition of the fetchpriority directive, essential elements load with priority. These efforts result in tangible outcomes:

Technique	Result achieved
GZIP compression	70% reduction in text file size
Optimized CDN	10% decrease in loading time

For fonts, the font-display swap technique ensures that textual content displays immediately, even if custom fonts take longer to load. Concurrently, consolidating CSS and JavaScript files reduces the number of HTTP requests, enhancing site fluidity.

The cache system also plays a crucial role. Whether at the browser level or internal requests, caching reduces server load and speeds up page display. The architecture relies on modular services, ensuring both performance and scalability. Additionally, database queries are optimized through structured indexing and intelligent caching of results.

For mobile traffic, Coop.ch has adopted Accelerated Mobile Pages (AMP), enabling very fast loading on smartphones and tablets. An essential optimization, as around 50% of visitors access the site via mobile devices.

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4. Site C Performance Analysis

In 2025, Migros.ch demonstrates a successful balance between advanced technology and intuitive design. The analysis highlights several significant advancements in their optimization strategy.

The site's architecture prioritizes loading essential resources first, while secondary elements are deferred. This reduces loading times and improves overall fluidity. These technical adjustments support a redesigned user interface.

The modifications meet Core Web Vitals criteria, focusing on accessibility and readability. Well-placed white spaces reduce visual clutter, and adjustable typography ensures comfortable reading on all devices. Color contrast choices also adhere to accessibility standards.

Images are optimized through responsive compression, adapting to the display context to preserve quality while minimizing performance impact. An advanced caching strategy locally stores the most accessed elements, limiting server requests. This is particularly beneficial for mobile users, who represent 55% of total traffic.

Accessibility is enhanced through ARIA tags integration and semantic HTML5 structure. User tests have confirmed improved navigation for screen reader users.

Key interface elements have been optimized: predictive search, instant form validation, and a simplified shopping cart, offering a significantly improved user experience.

5. Site D Performance Analysis

When examining high-performing Swiss sites, Site D stands out for its intelligent management of dynamic content. Its complete redesign highlights an architecture designed to adjust navigation based on connectivity conditions. This approach reflects the Swiss market's increasing focus on optimized user experience.

The improvements have streamlined the purchasing journey through a more intuitive interface and smooth interactions. Visual content display, combined with adherence to accessibility standards, ensures an experience suitable for all, even in fluctuating connectivity conditions. The dynamic management system automatically adjusts display based on usage context.

These developments demonstrate a clear commitment to meeting current Swiss user expectations, ensuring consistent performance regardless of conditions.

Performance Comparison

March 2025 data shows notable differences between sites in terms of loading time and user experience.

Performance criterion	EWM SA	Site A	Site B	Site C	Site D
Initial loading time	1.8 s	2.3 s	2.7 s	2.1 s	2.4 s
LCP (Largest Contentful Paint)	2.2 s	2.8 s	3.1 s	2.6 s	2.9 s
FID (First Input Delay)	75 ms	95 ms	110 ms	85 ms	98 ms
Mobile bounce rate	32%	41%	48%	38%	43%

EWM SA stands out with an initial loading time of 1.8 seconds, well below the critical threshold of 2 seconds. This performance stems from the detailed technical optimizations outlined in the previous analyses.

Three main elements explain these differences:

• Technical optimization: Compression and minification of files reduce their size by up to 21%, accelerating loading.
• Resource management: Using appropriate image formats ensures a good balance between visual quality and speed.
• Network architecture: Integrating content delivery networks (CDNs) reduces delays by bringing data closer to users.

ONELINE succinctly emphasizes the importance of speed:

"A homepage that takes more than two seconds to load is too slow. If, on the other hand, it takes more than five seconds for the page to load completely, over 50% of site visitors leave the page."

The data clearly shows that strong technical performances promote increased user engagement, with lower bounce rates on faster sites. These observations pave the way for recommendations to further optimize these aspects.

Key Conclusions and Recommendations

The study highlights important factors to improve the speed and user experience (UX) of Swiss websites by 2025.

Key Technical Points to Prioritize:

• Image compression and management: Adjust image resolution for the web, between 72 and 120 dpi (40 dpi for embedded images), to optimize display and reduce weight.
• Caching and CDN usage: Implement caching solutions and a content delivery network (CDN) to significantly reduce loading times.

These adjustments directly impact business performance, as highlighted by an industry expert:

"Accessibility is definitely not just a regulatory compliance issue, but rather an asset that can contribute to business success. Because accessible customer journeys create simple and easy-to-use processes, benefiting everyone, whether they have limitations or not."

Recommended Actions to Optimize Performances

Aspect	Recommended Action	Expected Impact
Loading time	Implementation of lazy loading	Significant reduction in loading times
Accessibility	Multiplatform optimization	12% increase in visibility
Architecture	Reduction of HTTP requests	Better overall performance

Julian Dennler, Operating System Manager at PostNetz, emphasizes the importance of a well-thought-out strategy from the start:

"It is important not to make mistakes from the start, both in terms of accessibility and performance (loading times, SEO keywords, etc.) to have a good ranking and sell. Because in the end, our goal is conversion in the sales funnel."

These recommendations, derived from our comparative analysis of Swiss sites, help reconcile speed, user experience, and adherence to local quality standards.