The RV industry faces challenges in meeting Google’s basic website performance standards, according to a recent study conducted by Overfuel. 

The study assessed websites operated by RV businesses across North America, including those of the RVBusiness “Top 50 Dealers (2024),” and found that 77.5% of the sites with sufficient data failed Google’s Core Web Vitals (CWV) Assessment. 

This evaluation measures website performance and user experience on both mobile and desktop devices.

Overfuel analyzed 2,397 websites in December 2024, excluding rental-only providers, RV parks, and commercial RV-only businesses. Sites with inadequate visitor data or security issues were also omitted.

According to the study, of the 1,551 websites with sufficient data, only 23% passed Google’s CWV standards for at least one device. Common reasons for failure included bloated website code, under-resourced hosting infrastructure, oversized media files, and the excessive use of third-party plugins, such as chat tools and cookie banners.

The CWV Assessment, introduced by Google in 2020, evaluates user-centric performance metrics using real-world data collected through the Chrome User Experience Report (CrUX). 

These standards are integral to Google’s page experience ranking factor, impacting a website’s visibility in search results and its ability to attract organic traffic.

Overfuel’s findings suggest that failing to meet these standards can undermine consumer trust, hurt sales, and damage brand reputation. 

Alex Griffis, CTO and president of Overfuel, emphasized that RV manufacturers, dealership leadership, and marketing teams often lack understanding of CWV requirements and their significance.

Despite the overall negative results, the study highlighted a significant opportunity for improvement. RV businesses that invest in high-performing websites could gain a competitive edge by attracting more visitors and increasing conversions. 

With many pandemic-era buyers expected to re-enter the market, ensuring a strong online presence is critical for future growth.

The study underscores the need for industry-wide action to address these issues. Improving website performance not only enhances the consumer experience but also positions RV businesses for long-term success in an increasingly digital marketplace.