Research methodology
A website performance benchmark for Canadian SMBs
A credible website benchmark must disclose its sample, dates, devices, connection, locations, tools, percentiles, exclusions, and limitations. This framework uses Google's Core Web Vitals thresholds, mobile and desktop field data where available, repeatable lab tests, accessibility checks, form tests, security observations, and ownership controls without inventing market-wide averages.
Good LCP threshold
Good INP threshold
Good CLS threshold
The measurement set
Record field LCP, INP, and CLS at the 75th percentile when sufficient Chrome user data exists. Add repeatable lab measurements for diagnostic work, but do not present lab scores as field experience.
Test representative home, service, article, location, contact, and conversion pages. Separate mobile and desktop results.
Beyond speed
Record keyboard navigation, labels, contrast, heading structure, alternative text, error handling, consent behaviour, form delivery, analytics, security headers, dependency age, backup, uptime, domain ownership, and administrative recovery.
A fast page can still fail users or create operational risk.
Publication rules
Publish the sample definition, collection dates, tool versions, test locations, connection profiles, number of runs, aggregation method, missing-data policy, and known limitations.
Do not rank named organizations without a fair methodology, current evidence, and a correction process. Aggregate findings are more useful for planning than a public shame list.
Primary sources
This page separates sourced facts from North Star's operational guidance. Check the current source before relying on a changing price, rule, list, or technical standard.
Questions businesses ask
Is Lighthouse the same as Core Web Vitals?
No. Lighthouse provides lab diagnostics. Core Web Vitals assessment uses real-user field data when sufficient data is available.
Why use the 75th percentile?
Google evaluates Core Web Vitals using the 75th percentile of page loads, separated by mobile and desktop.
Does passing Core Web Vitals guarantee rankings?
No. Page experience matters, but relevance, usefulness, competition, links, and many other systems affect search performance.
Turn the research into an operating plan
North Star can help assess the environment, define scope, document ownership, implement controls, and verify the result.
Request a website performance review