What to change
Separate first-arrival and repeat-visit conditions. Ask the supplier to show both using the same representative page and explain which optimisations affect each case. A warm-cache result may be valid for returning users but should not stand in for acquisition traffic. The acceptance evidence should state the cache condition explicitly and include an external fresh-session check after deployment, since local developer caches can hide missing or stale public assets.
A worked example
Illustrative example
Illustrative test: A new browser profile and a returning session open the same guide. Reception may see an almost instant guide because its images and fonts are already stored in their browser. A fresh-session demonstration reveals a slower first arrival. The supplier labels both conditions and explains which change affects each. Your acceptance review includes the public site after deployment, preventing a warm office browser from becoming the only evidence for the experience of new people arriving through a campaign.
What this means for your practice
Staff may experience a fast page because their browser already holds its images, fonts and scripts. A new visitor starts without those saved assets. Ask your supplier to demonstrate both conditions on the same representative page and label them clearly. A repeat-visit improvement can be useful, but it should not stand in for the first-arrival experience of campaign visitors. Include a fresh external check after publication, since local testing may hide missing or outdated files. Your team should understand which delay is being improved and for whom. Clearing one browser setting is not always enough to reproduce every layer of a genuinely new visit, so let the supplier explain the test conditions.
How to check the result
Both experiences are described accurately and the claimed improvement names its relevant condition.
A mistake to avoid
Clearing only one cache layer may not reproduce a genuinely fresh arrival.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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