You've created the perfect landing page. The copy is tight, the images are great, but users still leave the site before it's finished loading. Why? Because in the background, your HubSpot chat, analytics tools, and forms are fighting over who gets to load first. Here is how you gain control over the scripts and save your conversions.
Third-party scripts are snippets of code from other services that you add to your website. Typical examples are HubSpot chat, Google Analytics, cookie consent banners, and embedded forms. They add useful functionality but can make the website significantly slower.
When a user clicks onto your page, the browser starts reading the code from the top. If it encounters a heavy script for a chat module, it stops to download and run this script before it shows the rest of the text.
The result is that the page "freezes". The user can't scroll or click on anything. In Core Web Vitals language, this is called high Total Blocking Time (TBT).
No one needs to talk to your chatbot the exact millisecond they land on the page.
We solved this by creating a script (third-party-performance.js) that delays the loading of the HubSpot chat. The chat now only loads under three conditions:
1. The user has given consent to cookies.
2. The user shows intent (for example, by scrolling or moving the mouse).
3. The browser has "idle time".
This frees up an enormous amount of capacity to load the most important thing first: your content.
A HubSpot form requires quite a bit of code to work. If the form is at the very bottom of the page, there is no reason to load it while the user is still reading the headline.
By using "lazy loading" on forms, we ask the browser to wait with fetching the form code until the user actually scrolls down towards it.
It's easy to think that you have to remove functionality to get a fast site. That's not true. You can have chat, forms, and tracking, as long as you control when they load. Smart loading of scripts means you keep all your marketing tools, while the user gets a lightning-fast experience.
→ read more about improving HubSpot performance.
→ HubSpot implementation when the platform should support sales and marketing.
→ Why Most HubSpot Websites Get Slow (And How to Fix It)
→ How We Optimized Images Across a HubSpot CMS Theme
Yes, if it is loaded immediately. Chat modules require a lot of code. By delaying the loading until the user actually needs it, you avoid the chat slowing down the website itself.
You can defer scripts by using asynchronous loading (async or defer in the code), or by writing custom scripts that wait to load third-party tools until the browser is idle.
Total Blocking Time (TBT) measures how long the browser is busy running heavy scripts, so that it cannot react to the user's clicks or scrolling. A lower TBT means a more responsive website.