{"id":671,"slug":"contentsquare-inp-2023-25pct-conversion-gap","title":"Contentsquare 2023 (n=997 customer sites): Good INP retail users converted 2.5% vs 2.0% for Poor (25% relative lift); +45% on desktop","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["inp-optimization","conversion-rate"],"reference_body":"**Claim (Contentsquare, Rich Bentley, Nov 8 2023):** *\"that's a 25% better conversion rate for users with good INP, which could equate to millions of dollars depending on your business.\"*\n\n- Retail conversion: 2.5% (Good INP) vs 2.0% (Poor/Needs Improvement).\n- Desktop conversion gap: 45% (4.2% vs 2.9%).\n- Bounce rate: 47% (Good) vs 52% (Poor).\n- Frustration (rage clicks): 15-17% higher under poor INP.\n\n**Methodology:** 997 customer sites, May 1 – July 31, 2023.\n\n**Source:** contentsquare.com/blog/interaction-to-next-paint.\n\n**Confidence:** Medium. Vendor study, large sample. The author explicitly states: *\"Correlation does not equal causation\"* — and notes the confounder that bouncing users may simply not interact long enough to register good INP.\n\n**Use:** quote with the methodology caveat. Stronger when paired with the A/B-isolated cases like [[redbus-inp-7pct-sales-2023]].","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"inp-replaced-fid-march-2024","title":"INP officially replaced FID as a Core Web Vital on March 12, 2024","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"redbus-inp-7pct-sales-2023","title":"redBus (2023): INP improved ~72% on search page → +7% sales (6-7.2% CR uplift across operating countries)","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[]},"created_at":"2026-05-22T21:24:18.369Z","updated_at":"2026-05-22T21:24:18.369Z"}