Where the speed actually comes from.
Most stacks compete on what visitors see. Performance happens at the layer below — that is where Google ranks, where Quality Score lives, and where 53% of mobile bounces come from.
| Stack | LCP | CPC |
|---|---|---|
| WordPress | ○ | ○ |
| Wix | ○ | ○ |
| Shopify | ◐ | ◐ |
| Webflow | ◐ | ◐ |
| Next.js | ● | ● |
Buying a Mercedes in the AMG package looks fast. The actual speed is in the engine. Most builders tune the body kit while the powertrain stays stock. The table below shows where each stack stops short — and where the engine is.
| Metric | WordPress | Wix | Shopify | Webflow | Next.js |
|---|---|---|---|---|---|
Mobile LCP Largest Contentful Paint, the Core Web Vital Google ranks on. | ○ 3–5s typical | ○ 4–6s typical | ◐ 2.5–4s, theme-dependent | ◐ 2–3s with care | ● Sub-1.5s on real-user data |
JavaScript shipped Bytes parsed before the page is interactive. | ○ ~1.5 MB with plugins | ○ ~2 MB framework runtime | ◐ ~700 KB on default themes | ◐ ~400 KB | ● <150 KB First Load |
Customizability How far you can deviate from the template before fighting the platform. | ◐ Plugin maze, fragile | ○ Editor lock-in | ◐ Liquid + theme system | ◐ Visual + custom code | ● Full control, no platform tax |
SEO control Schema, hreflang, redirects, sitemap, render strategy. | ◐ Yoast required | ○ Limited schema control | ◐ Plugin-driven | ◐ Manual schema | ● Native, code-level |
Quality Score Google Ads landing-page experience signal. | ○ Below average typical | ○ Below average typical | ◐ Average | ◐ Average to above | ● Above average — up to 50% lower CPC |
Hosting / lock-in Where the site runs, what happens if you leave. | ◐ Self-host, but ecosystem-locked | ○ Wix-hosted only | ○ Shopify-hosted only | ○ Webflow-hosted only | ● Vercel, Netlify, or self-hosted |
Recurring cost Platform fee + plugin / theme / hosting at scale. | ◐ €20–200/mo with plugins | ○ €25–60/mo + transaction fees | ○ €39–399/mo + apps | ○ €23–212/mo | ● €0–20/mo (Vercel hobby → pro) |
Where the win actually is.
The platforms above are good at what they were built for. They stop short on the metrics Google ranks on — because that was never the point.
Lower ad cost
Above-average landing-page experience can drop Google Ads CPC by up to 50% at the same bid.
Higher conversion
Every 0.1 second of mobile load improvement compounds — 8.4% retail, 10.1% travel.
Better rankings
Core Web Vitals are a public ranking signal. Pass the threshold, climb the SERP.
Curious where your stack stops short?
Pull your current numbers, see exactly where the speed leaks.