CORE WEB VITALS IN THE MARKETING ASSESSMENT SYSTEM OF NATIVE SITES

Abstract

The article examines the theoretical foundations of the concept of website nativeness in digital marketing and identifies its significance for shaping the quality of user experience. It emphasizes that nativeness is a multidimensional characteristic that reflects not only the technical performance of a site but also the seamlessness, predictability, and intuitiveness of user interactions, which directly influence behavioral responses and engagement metrics. Furthermore, the study explores the role of Core Web Vitals as a key instrument for assessing website performance, including page load speed, interactivity, and visual stability, and analyzes how these indicators affect user behavior, conversion rates, and audience retention. In the course of the research, the methodology for marketing-oriented evaluation of native websites is highlighted, which involves the systematic collection, interpretation, and analysis of performance data using tools such as Google PageSpeed Insights. A practical example is provided through the analysis of the mobile version of the Vodafone Ukraine website, demonstrating both its strengths and areas requiring improvement in terms of page loading, responsiveness, and layout stability. The study further presents practical recommendations aimed at enhancing the effectiveness of user interaction and maintaining visual stability, thereby supporting improved site nativeness and marketing outcomes. These recommendations are intended to serve as a framework for identifying critical areas for optimization and for guiding strategic decisions in digital marketing practice, ensuring that websites provide an efficient, smooth, and user-centered experience that aligns with contemporary expectations for digital engagement. The integration of technical performance metrics with behavioral insights offers marketers a structured approach to evaluate the impact of website design and functionality on user satisfaction, engagement, and the overall success of digital campaigns. By combining quantitative measurements with qualitative interpretations, the article demonstrates how Core Web Vitals can inform actionable strategies to enhance both the technical quality and marketing effectiveness of web resources.