{"id":667,"slug":"economic-times-43pct-bounce-reduction-2021","title":"The Economic Times (2021): LCP 4.5s→2.5s, CLS 0.25→0.09 → -43% bounce site-wide","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["core-web-vitals","conversion-rate"],"reference_body":"**Claim:** The Economic Times (India) brought LCP from 4.5s to 2.5s and CLS from 0.25 to 0.09 (passing all CWV thresholds). **-43% bounce rate** site-wide.\n\n**Source:** web.dev/case-studies/economic-times-cwv (2021).\n\n**Methodology:** pre/post CrUX field data, AMP + non-AMP. Partial — not a true A/B.\n\n**Confidence:** Medium.\n\n**Companion case:** Economic Times INP (2023) — INP reduced ~4× via 30× TBT reduction + Next.js migration → **-50% bounce, +43% pageviews** on topic pages. Useful for the \"INP investment pays off\" argument specifically.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"cwv-thresholds-2026-confirmed-unchanged","title":"2026 CWV thresholds (confirmed unchanged): LCP ≤ 2.5s, INP ≤ 200ms, CLS ≤ 0.1 at p75 field data","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[]},"created_at":"2026-05-22T21:24:18.356Z","updated_at":"2026-05-22T21:24:18.356Z"}