Core Web Vitals are a set of metrics that Google uses to measure the speed, responsiveness, and visual stability of a webpage. These metrics are Largest Contentful Paint (LCP), First Input Delay (FID), Cumulative Layout Shift (CLS) and now also Interaction to Next Paint (INP).
Improving these metrics can significantly enhance user experience and positively impact business metrics. Below some data points that I found.
Impact of Core Web Vitals on Business Metrics
Carpe, an online store, focused on improving their LCP by 52% and CLS by 41%. This optimization led to a 10% increase in traffic, a 5% boost in the online store conversion rate, and a 15% rise in revenue.
Case Study: Sunday Citizen's Key Performance Metrics
Sunday Citizen achieved a 25% improvement in LCP and a 61% improvement in CLS at the 75th percentile. As a result, they experienced a 4% decrease in bounce rate and over a 6% increase in conversion.
Case Study: Rakuten 24's A/B Test
Rakuten 24 conducted an A/B test showing that improved vitals led to a 53.4% increase in revenue per visitor, a 33.1% increase in conversion rate, a 15.2% increase in average order value, and a 35.1% reduction in exit rate.
The Correlation Between Core Web Vitals and Business Metrics
Case Study: Groupe Renault's Findings
Groupe Renault found a strong correlation between LCP and both their bounce rate and conversion rate. A 1-second improvement led to up to a 14 percentage point decrease in bounce rate and a 13% increase in conversions.
Case Study: Ingram Micro's Focus on Total Blocking Time
Ingram Micro focused on reducing Total Blocking Time (TBT) and saw a 35% increase in organic traffic by improving their homepage TBT by 40%.
Core Web Vitals and User Experience
Case Study: NDTV's Improvement in LCP
NDTV, one of India's leading news stations and websites, improved LCP by 55% and saw a 50% reduction in bounce rate.
Case Study: iCook's Improvement in CLS
iCook improved CLS by 15% and saw a 10% increase in ad revenue as a result.
Case Study: Tokopedia's Improvement in LCP
Tokopedia improved LCP by 55% and saw a 23% increase in average session duration.
Core Web Vitals and Sales
Case Study: Vodafone's Improvement in LCP
Vodafone improved their LCP by 31%, resulting in an 8% increase in sales, a 15% increase in their lead to visit rate, and an 11% increase in their cart to visit rate.
Core Web Vitals and Page Views
Case Study: Yahoo! Japan News's Reduction in CLS
Yahoo! Japan News reduced CLS by .2, decreasing the number of URLs with poor performance in search console by 98%. As a result, they saw a 15.1% increase in page views per session, 13.3% longer session durations, and a 1.72 percentage point decrease in bounce rate.
Core Web Vitals and User Abandonment
Case Study: Agrofy's Improvements in Multiple Performance Metrics
After making improvements to multiple performance metrics (including LCP, CLS, and Long Task time), Agrofy saw a 76% reduction in their abandonment rate and a significant boost in engagement.
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Google's Study on Core Web Vitals
A Google study over millions of page impressions found that when a site meets the recommended thresholds for the Core Web Vitals metrics, users are at least 24% less likely to abandon a page before it finishes loading.
The impact of Core Web Vitals on user experience and business metrics is undeniable. By focusing on improving these metrics, businesses can enhance user experience, reduce bounce rates, increase conversion rates, and ultimately, drive revenue growth.
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