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AVIF can make some website images smaller, which may reduce download time and help a page’s Largest Contentful Paint (LCP). It does not guarantee a faster site overall, better search rankings, or higher revenue. The practical test is whether AVIF delivers representative images at acceptable visual quality, for less cost and fewer bytes than your current setup.
What AVIF can—and cannot—do for website performance
AVIF is an open, royalty-free image format based on AV1. It supports lossy and lossless compression, transparency, wide color gamut, and HDR features. Depending on the image and encoding settings, an AVIF may be smaller than a JPEG, PNG, or WebP equivalent. There is no reliable percentage that applies to every image or website. Chrome for Developers’ AVIF guidance recommends testing compression settings and inspecting the rendered result.
Smaller image transfers can reduce the time a browser needs to download an image. That may help LCP when the image is large and prominent—often a hero image—but the result depends on the whole page, including server response, layout, other resources, and the visitor’s connection. Changing a format alone does not establish a site-wide speed improvement.
What published size figures actually mean
In a 2023 report, web.dev cited Imgix’s announcement of savings of 60% versus JPEG and 35% versus WebP. Those are figures reported by Imgix, not a controlled guarantee for every image set. The same web.dev article reported approximately 86% median savings versus original GIF files and approximately 73% versus animated JPEG XL files in a specific 15-sample GIF benchmark using stated encoder versions. Those animation results should not be generalized to other content or workflows. See the benchmark context and methods described by web.dev.
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A separate AVIF team comparison used Chrome 110 development builds on a specified Windows laptop and a 2021 MacBook Pro; WebP decoded faster in those tests. Its Kodak image-set comparison also found AVIF behind WebP and JPEG XL for lossless file size. These are historical, dataset- and setup-specific observations, not a universal format ranking. The AVIF comparison page documents its test data and methods.
Choose a format for the asset, not by slogan
| Format | Useful considerations | Watch for |
|---|---|---|
| AVIF | Can offer small files; supports lossy and lossless encoding, transparency, wide color gamut, and HDR. | Quality, file size, and decode behavior depend on content, settings, and device. Inspect artifacts, especially on text and sharp edges. |
| WebP | A modern compression option identified alongside AVIF in Chrome for Developers’ image guidance. | Compare bytes and rendered quality with your own assets; the cited historical decode tests favored WebP over AVIF in their test setup. |
| JPEG | A broadly established option for photographic images and a practical fallback in a format-delivery setup. | May use more bytes than a well-tuned modern format at comparable acceptable quality; test rather than assume. |
| PNG | Can suit assets where lossless output or crisp details matter. | May be larger than modern compressed alternatives. Confirm that any conversion preserves the details that matter. |
| Video or animation formats | For large animations, Chrome for Developers’ delivery guidance recommends considering MPEG-4 or WebM rather than treating every animation as a still-image-format conversion. | Animated-image benchmarks are workload-specific; assess playback, compatibility, and delivery needs separately. |
| SVG | Can suit vector artwork that is naturally represented as shapes and paths. | It is not a general replacement for photographic raster images; choose according to the source asset and rendering needs. |
Use lossy AVIF first as a candidate for detailed photographs, where modest compression artifacts may be less noticeable. Line art, screenshots, high-contrast text, colored text on flat backgrounds, and crisp edges can reveal ringing, blur, or other artifacts. Compare the actual rendered image at the size visitors see it, not just a thumbnail or a file-size report.
Deploy AVIF without breaking image delivery
1. Baseline the images that matter
Start with prominent images and assets responsible for substantial transfer bytes, rather than converting the entire library blindly. Record each source image’s dimensions, delivered bytes, current format, and quality settings. Use Chrome DevTools’ image delivery insights to identify potential unnecessary bytes, then measure real-page LCP and relevant lab or field performance before changing delivery. Chrome DevTools performance insights explains the available image-delivery diagnostics.
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2. Set responsive dimensions as well as format
A smaller format does not compensate for sending an unnecessarily large desktop image to a phone. Provide appropriately sized candidates with srcset and sizes so the browser can select an image suited to the rendered slot and viewport. Include dimensions and layout behavior that avoid unexpected shifts as the image loads.
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For a page-level implementation, the <picture> element lets the browser select among supported sources, with a conventional image in <img> as the fallback:
<picture>
<source
type="image/avif"
srcset="/images/hero-640.avif 640w, /images/hero-1280.avif 1280w"
sizes="(max-width: 700px) 100vw, 1200px"
>
<source
type="image/webp"
srcset="/images/hero-640.webp 640w, /images/hero-1280.webp 1280w"
sizes="(max-width: 700px) 100vw, 1200px"
>
<img
src="/images/hero-1280.jpg"
srcset="/images/hero-640.jpg 640w, /images/hero-1280.jpg 1280w"
sizes="(max-width: 700px) 100vw, 1200px"
width="1280"
height="720"
alt="A descriptive alternative for the hero image"
>
</picture>Use files and dimensions that actually exist in your asset pipeline. The browser evaluates the declared sources and chooses an appropriate supported candidate; the fallback remains available when the preferred source is unsupported.
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4. Or negotiate at the server or image CDN
A server can inspect the request’s Accept header and return AVIF, WebP, or JPEG according to what the client says it supports. If one URL can return different formats based on that header, include Vary: Accept so shared caches distinguish the variants. More variants can mean more cache entries and server work, so keep the candidate set purposeful.
Managed image delivery can reduce the operational work of transformation, responsive sizing, and format negotiation. Compare it with a self-managed pipeline on control, cache behavior, service charges, and maintenance. web.dev names services including Akamai, Cloudflare, Cloudinary, and Imgix as examples of AVIF delivery; availability and terms depend on the service and configuration. Review web.dev’s implementation discussion.
5. Validate the visual result and delivery path
- Check photographs and difficult assets such as screenshots, logos, diagrams, text overlays, and flat graphics at their actual display sizes.
- Compare each output’s byte size at a quality level your team considers acceptable; do not compare formats at arbitrary settings.
- Test the chosen source on representative browsers and devices used by your audience, including the fallback path.
- Verify the response content type, cache behavior, selected dimensions, and that the browser is not downloading more candidates or larger files than intended.
Does AVIF help SEO?
Google Search supports AVIF in Google Images and other Google Search image surfaces. Google says no special indexing action is needed solely because an image is AVIF. If conversion changes image URLs or extensions, Google recommends server-side redirects. It also advises against indiscriminate site-wide conversion: evaluate which format suits your needs. Google Search Central’s August 30, 2024 guidance includes that recommendation.
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Smaller images may support a better user experience when they reduce meaningful image loading time, but AVIF adoption by itself is not evidence of higher rankings. Keep URLs stable where practical, preserve useful image context and accessibility, and measure performance rather than treating a format change as an SEO shortcut.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to measure performance and financial ROI
Separate technical savings from business outcomes
Compression can establish a change in bytes. Performance measurement can establish whether users receive a material improvement on the pages you changed. Neither proves a conversion or revenue increase without site-specific outcome data. The cited AVIF comparisons do not establish a general revenue lift, conversion increase, or payback period.
- Define the asset set. Choose representative pages and images, including prominent images likely to affect loading. Record format, dimensions, quality setting, and visual review for each output.
- Measure transfer and quality. Compare delivered bytes against the existing version, and inspect the actual rendered result. Report results by asset type rather than combining unlike images into a single headline percentage.
- Measure page performance. Compare real-page LCP and relevant field or lab measures before and after. Keep other changes as consistent as possible and document changes that could affect the result.
- Track business outcomes separately. Use the outcomes meaningful to the site—such as conversion or revenue—over a suitable period and audience. Do not attribute a change to image format alone when other changes occurred.
- Count the costs. Include engineering and QA time, encoding or transformation costs, CDN or service charges, cache storage, and ongoing operations and maintenance.
Describe the result in terms the measurements support: for example, the tested asset set’s byte change and the measured page-performance change under the stated conditions. Call it financial ROI only when attributable business value can be compared with the costs.
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Or skip the browser setup
If the job is to capture a page for review, testing, or documentation rather than implement an image pipeline, ScreenshotNeo is a website screenshot API and MCP server. Its screenshot can help you inspect how a page renders, but it does not convert or optimize the site’s AVIF assets.
One GET request returns a screenshot or PDF. For example, save a WebP capture of a page with cURL:
curl -G "https://api.screenshotneo.com/v1/shot" -d access_key=YOUR_API_KEY --data-urlencode url=https://stripe.com -o shot.webpSee the ScreenshotNeo documentation for request parameters. ScreenshotNeo accepts cookie or consent banners and removes more than 60 known consent platforms, newsletter popups, and chat widgets before capture; each step can be turned off. Bot checks or CAPTCHAs, blank pages, timeouts, failed loads, and cache hits cost nothing, and responses identify the page verdict and billing status in headers. Its MCP server gives AI agents tools for screenshots, page information, and PDF capture. The Free plan includes 1,000 shots per month without a card; paid plans start at $5 for 3,000 shots.
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Does AVIF support transparency?
Yes. AVIF supports transparency as well as lossy and lossless compression.
Do I need to change image URLs for Google Search to understand AVIF?
No special indexing action is required solely for AVIF. If you do change filenames or extensions, use server-side redirects.
Should I convert every GIF to AVIF?
No. The cited animation-size results come from a bounded benchmark, and large animations may be better served as video. Choose based on the actual asset and delivery requirements.
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