What is CLS by persona
CLS by persona shows how Cumulative Layout Shift (CLS) varies across different user journeys, grouped by behavioral personas like Bouncer, Window Shopper, Champion, and more. This lens helps you understand whether layout stability is consistent across the funnel — and whether instability is hurting users who matter most.
Personas are automatically assigned based on real user behavior and conversion checkpoints. Each one reflects a different level of intent, helping you identify if shifts are disrupting high-value experiences.
Persona | Definition |
Bouncer | Visited a landing page and exited without interacting further. |
Engaged bouncer | Visited a landing page and engaged (e.g., scrolled, hovered, clicked) before bouncing. |
Window shopper | Visited two or more pages but did not reach a key conversion checkpoint. |
Future champion | Reached a pre-conversion checkpoint such as a product detail page or cart. |
Champion | Reached the final conversion checkpoint, such as the checkout page |
Healthy CLS by persona sample
In a healthy chart, all personas — especially Future Champions and Champions — show low CLS values (green). This means:
Entry pages load without shifts that scare users away.
High-intent users don’t experience visual interruptions mid-journey.
The funnel feels smooth, regardless of user behavior or device.
If even Bouncers have good CLS, you’re likely making a solid first impression — stable layout, fast render, no surprises.
Unhealthy CLS by persona sample
When CLS is high for Bouncers or Engaged Bouncers, it signals that layout instability might be contributing to bounce rates — for example:
Hero sections jump after ads or fonts load.
CTAs shift just before users click.
The page settles late, creating a chaotic first impression.
On the other hand, poor CLS for Champions or Future Champions suggests instability during high-intent actions like viewing product pages or checking out. This can lead to misclicks, frustration, or dropped conversions.
Even small shifts at critical moments (e.g., a cart button jumping) can break trust or derail the journey.
Resolving unhealthy CLS by persona
Go-to action plan to resolve an unhealthy CLS by persona:
Ask Uxi to analyze your CLS by persona values and suggest improvements
Use Filters to isolate the personas with the worst CLS and dig into their layouts, interactions, and devices.
Simulate CLS of the suspected lens to see if fixing it will resolve the CLS by persona. If yes, this is where the resolution focus should be.
Use an automated CLS optimization tool like Navigation AI to improve your CLS by persona values
Once you’ve improved CLS, set an alert to be the first to know if it starts worsening again.
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