Eleven of the 14 carrier, forwarder and 3PL home pages in our October 2026 sample that linked to shipment tracking sent visitors to a tracking page on the same host as the marketing site. Chrome's field data scores every page on a host together (Chrome for Developers, CrUX methodology), so for most logistics operators the Core Web Vitals score Google reports is the marketing site and the tracking tool averaged into one number.
No public dataset labels a website as a logistics company's, so this page combines the HTTP Archive's September 2026 field data for the platforms logistics sites run on with our own check of 49 home pages: 26 carriers, forwarders, brokers and 3PLs, and 23 logistics software vendors.
The thresholds, and why a logistics score is not only the marketing site
A page passes Core Web Vitals when 75% of real Chrome visits reach a Largest Contentful Paint (LCP) of 2.5 seconds or less, an Interaction to Next Paint (INP) of 200 milliseconds or less and a Cumulative Layout Shift (CLS) of 0.1 or less, judged separately for mobile and desktop (web.dev).
The Chrome UX Report adds three rules that matter more for logistics than for most industries.
Every page on the host counts. Experiences on all pages of an origin are aggregated at origin level, even pages that are not publicly discoverable (Chrome for Developers). A tracking page that customers reload all day, a quote tool and a carrier login on the same host all feed the origin score.
Small pages fall back to the origin. Search Console groups similar URLs and reads the last 28 days. When a group lacks data it uses the whole origin instead, and when the origin lacks data it shows nothing (Google Search Console Help). A lane page or a service page with a few hundred visits a month is usually judged by the origin.
iPhone users are missing. The data excludes Chrome on iOS, Android WebView apps and other Chromium browsers such as Edge. Drivers and dispatchers on iPhones are not in your score at all.
Our Website Speed Statistics 2026 post covers the overall trend and the business case; the figures on load time, bounce and revenue are not repeated here.
What 49 logistics home pages are built on
We listed 60 logistics home pages across parcel and ocean carriers, freight forwarders, brokers, asset-based carriers, 3PLs and logistics software vendors, and fetched each once with curl on 2026-10-28. Ten blocked or failed the request, including UPS, FedEx, DHL, MSC, CMA CGM and Hapag-Lloyd, and dbschenker.com now redirects to DSV, so it was dropped as a duplicate. We identified the platform from asset paths and generator tags and checked each by hand.
| Platform | Carriers, forwarders, brokers and 3PLs (26) | Logistics software (23) | All 49 |
|---|---|---|---|
| WordPress | 7 | 7 | 14 |
| Webflow | 1 | 7 | 8 |
| Adobe Experience Manager or Sitecore | 4 | 1 | 5 |
| Headless Next.js or Nuxt.js front end | 4 | 1 | 5 |
| Drupal | 1 | 1 | 2 |
| Other: Framer, Craft CMS, Umbraco, Optimizely, HubSpot, Sanity, Squarespace | 3 | 6 | 9 |
| Not identified from the HTML | 6 | 0 | 6 |
Source: Octo Agency check of 49 home pages, 2026-10-28, raw file in our research folder
The two halves of the industry buy differently. The operators that could be identified lean on WordPress and the enterprise suites: Maersk and C.H. Robinson on Sitecore, J.B. Hunt and Old Dominion on Adobe Experience Manager. Software vendors split evenly between WordPress and Webflow, seven each, with Framer and Craft CMS behind. Six operator sites, including XPO, Saia and Landstar, gave too little away in their initial HTML to name a platform; three of those returned under 100 words of text before JavaScript ran.
Pass rates for the platforms logistics sites run on
The HTTP Archive detects the technology on each origin and joins it to Chrome's field data. September 2026 is the latest month published.
| Platform | Mobile origins | All three, mobile | All three, desktop | Good INP, mobile | Good TTFB, mobile | All three, mobile, top 1M | Median mobile JS (KB) |
|---|---|---|---|---|---|---|---|
| All origins | 8,569,446 | 52.8% | 60.8% | 79.4% | 45.9% | 46.6% | 714 |
| WordPress | 2,658,175 | 48.3% | 53.7% | 90.3% | 22.9% | 50.1% | 661 |
| Webflow | 59,483 | 71.3% | 82.6% | 88.0% | 73.1% | 49.8% | 904 |
| Adobe Experience Manager | 19,174 | 33.9% | 44.3% | 66.8% | 44.1% | 33.2% | 1,338 |
| Sitecore | 5,890 | 39.3% | 48.7% | 79.2% | 27.2% | 34.5% | 1,349 |
| Next.js | 395,345 | 35.7% | 56.9% | 59.7% | 45.6% | 25.5% | 802 |
| Nuxt.js | 93,276 | 28.8% | 42.2% | 64.1% | 47.0% | 20.7% | 1,039 |
| Drupal | 93,193 | 64.7% | 66.1% | 89.1% | 45.6% | 58.6% | 650 |
| Framer Sites | 11,319 | 70.8% | 87.9% | 80.3% | 69.3% | 42.3% | 797 |
| Craft CMS | 10,357 | 67.5% | 68.9% | 94.8% | 33.9% | 65.4% | 743 |
| Umbraco | 4,332 | 76.4% | 73.0% | 93.6% | 74.1% | 70.9% | 927 |
| HubSpot CMS Hub | 13,904 | 60.0% | 75.1% | 86.2% | 67.3% | 45.2% | 1,233 |
Source: HTTP Archive Core Web Vitals and page-weight technology reports, all geographies, read through the public report API on 2026-10-28. KB is 1,024 bytes.
The enterprise suites trail the web. Adobe Experience Manager and Sitecore origins pass on mobile 13 to 19 points below average and carry close to twice the median page's JavaScript. Sitecore's weak point is the server: only 27.2% of its origins have a good time to first byte.
Headless front ends fail on responsiveness. Next.js origins have good INP on mobile only 59.7% of the time, the lowest in the table, and the top-million figure drops to 25.5% passing. Four logistics operators in our sample, including Kuehne+Nagel and Uber Freight, run this kind of front end.
WordPress fails on the server. It has the third-best INP in the table at 90.3% but the worst TTFB, 22.9%, which usually points to hosting and caching rather than the theme.
We build marketing sites in Webflow, so weigh that row with our bias in mind; its lead shrinks to 3.2 points above the average among the top million origins, where sites carry more scripts. The Webflow page speed fixes we rate explain where that gap goes.
Scripts, consent banners and video in the first HTML
Our check reads only the initial HTML, before any JavaScript runs, so every count below is a floor: tags that a tag manager injects later are not seen.
| Measure | Operators (26) | Software vendors (23) | All 49 |
|---|---|---|---|
| Median uncompressed HTML document | 139 KB | 368 KB | 227 KB |
| Median external script hosts | 1.5 | 4 | 2 |
| Median script tags with a src | 9 | 12 | 10 |
| Google Tag Manager referenced | 21 | 22 | 43 |
| Consent manager referenced | 9 | 11 | 20 |
| HubSpot tracking or forms | 4 | 11 | 15 |
| Video file or video element | 8 | 12 | 20 |
Source: Octo Agency check of 49 home pages with curl, 2026-10-28
Software vendors carry the marketing stack. Their home pages reference more than twice the external script hosts of operators' and are 2.6 times heavier in HTML alone. Eleven of 23 load HubSpot tracking or forms, and ZoomInfo, 6sense and Qualified appear only on software vendors' sites and two digital brokers'. The Web Almanac's 2025 third-parties chapter found at least 90% of pages use a third party, so the question is how many, not whether.
Consent managers are the most common heavy tool. OneTrust, referenced on nine of the 49, is the one with the clearest cost.
| Tool | On our 49 home pages | Mobile origins | All three, mobile | All three, mobile, top 1M | Median mobile JS (KB) |
|---|---|---|---|---|---|
| All origins | Baseline | 8,569,446 | 52.8% | 46.6% | 714 |
| Google Tag Manager | 43 | 2,547,920 | 46.5% | 44.2% | 1,174 |
| OneTrust | 9 | 107,248 | 42.5% | 38.0% | 1,560 |
| CookieYes | 3 | 213,412 | 46.6% | 49.7% | 827 |
| Cookiebot | 2 | 135,894 | 58.0% | 53.6% | 1,139 |
| ZoomInfo | 6 | 2,120 | 39.4% | 33.8% | 1,639 |
| Qualified | 2 | 1,642 | 29.3% | 12.6% | 2,146 |
| Google Maps | 0 on home pages | 823,804 | 50.6% | 46.6% | 988 |
Source: HTTP Archive Core Web Vitals and page-weight technology reports, read 2026-10-28; first column from our check of 2026-10-28
These are correlations, not tests: a site with OneTrust and ZoomInfo is usually a larger company with many other scripts. Google Maps is absent from the home pages but common on terminal, depot and location finder pages, so check it there.
Where shipment tracking lives, and why it moves the score
For a carrier, forwarder or 3PL, tracking is the page existing customers use most, and it is usually an application, not a brochure page. Where it sits decides whether its speed is counted against the marketing site.
| Tracking link points to | Operators | Examples |
|---|---|---|
| A page or widget on the marketing host | 11 | Maersk, ONE, J.B. Hunt, Old Dominion, RXO, Echo, Expeditors and DSV (widget on the home page) |
| Only a separate subdomain | 3 | C.H. Robinson (online.), Kuehne+Nagel (mykn.), Landstar (websphere.) |
| No tracking link in the initial HTML | 12 | Includes XPO, Saia, GXO and Flexport, where menus render with JavaScript |
Source: Octo Agency check of 26 operator home pages, 2026-10-28; ArcBest links both a same-host page and a subdomain and is counted once, in the first row
Same host means one shared score. For the 11 in the first row, a slow tracking search or a heavy results map lowers the origin score that every low-traffic service page falls back to in Search Console.
A subdomain separates the two. C.H. Robinson, Kuehne+Nagel and Landstar keep the marketing origin's data clean, though the tracking app is then scored on its own origin and still needs work. Moving a busy tool to a subdomain changes which number you see, not what customers feel.
What speed does to logistics leads
No published speed study covers logistics websites, so the evidence here is general and labelled as such.
Deloitte and 55 for Google. Across 37 brands and more than 30 million sessions at the end of 2019, a 0.1 second improvement in mobile speed came with a 21.6% rise in lead-generation visitors progressing to form submission and 5.5% more reaching the first form step from the home page (web.dev). A multi-step quote form is close to the journey it measured, but the study is correlational and not logistics data.
Home pages fail more often. The Web Almanac's 2025 performance chapter found 45% of mobile home pages had good Core Web Vitals against 56% of secondary pages, and 48% of mobile sites overall.
Rankings. Google's documentation, updated September 2026, says Core Web Vitals "are used by our ranking systems" but that Search shows the most relevant page even when page experience is poor. On a lane or port search, relevance comes first.
Our B2B SaaS speed benchmark covers the software side in more depth, including how the platform advantage narrows on sites with real traffic, which applies directly to the 23 vendors here.
How to use this: a five-page speed test order for a logistics site
Field data shows which pages fail, not why. We would test in this order, which follows where shippers and carriers land and where a slow page costs a quote or a load. It complements the conversion test order in Logistics Website Conversion Rate Statistics 2026.
| Order | Page | Why it goes here | What to check first |
|---|---|---|---|
| 1 | Shipment tracking page or widget | The most-used page for existing customers, and on most operator sites it shares the marketing origin | INP when a tracking number is submitted, map and results layout shift |
| 2 | Request a quote or rate page | Every new shipper passes through it, often with lane, weight and accessorial fields | INP on mobile with the form, address autocomplete and chat loaded |
| 3 | Home page | The page most likely to fail, with the hero video, consent banner and most tags | LCP element on a first visit, video weight, number of tags before consent |
| 4 | Top service or mode page (LTL, ocean, drayage) | Where search traffic lands, and it usually has too few visits for its own score | Hero image size, embedded video players, consent banner shift |
| 5 | Carrier sign-up or location finder | Carriers apply on phones, and finders load map scripts | Map loaded on interaction, form INP, script count |
Source: Octo Agency recommendation, based on the HTTP Archive, Chrome UX Report and home page findings above
For each page, read the 28-day field data in Search Console or the Chrome UX Report first, then run a lab test on a throttled mobile profile to find the cause. Test twice: as a new visitor who sees the consent banner, and with every script accepted, because many tags load only after consent.
On a rebuild we would set a budget before the content arrives: an LCP of 2.5 seconds and an INP of 200 milliseconds on mobile for the five pages above, video loaded on click or as a compressed loop under 1 MB, a facade in place of embedded players (Google's Lighthouse guidance shows a 3 KB facade standing in for a 540 KB YouTube player), and a written list of every third-party script with an owner and a reason. If the tracking tool lives on the marketing host, it needs the same budget. Our marketing websites service page explains how we scope a logistics company's site.
