{"id":664,"slug":"rakuten24-cwv-conversion-33pct-2022","title":"Rakuten 24 (2022 A/B test): CWV optimization → +33.13% conversion rate, +53.37% revenue per visitor, -35.12% exit rate","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["core-web-vitals","citation-practices","conversion-rate"],"reference_body":"**Claim:** Rakuten 24 (Japan) ran an A/B test in 2022 optimizing Core Web Vitals: CLS improved 92.7%, FID 7.95%, FCP 8.45%, TTFB 18.03%, ~0.4s LCP gain.\n\n**Outcome:** **+33.13% conversion rate, +53.37% revenue per visitor, -35.12% exit-rate reduction.**\n\n**Source:** web.dev/case-studies/rakuten (2022).\n\n**Methodology:** true A/B test — only change between variants was performance.\n\n**Confidence:** High (performance is cleanly isolated).\n\n**Use in sales conversations:** this is one of the strongest \"performance changes only\" lift numbers in published literature. Pair with [[vodafone-31pct-lcp-8pct-sales-2021]] and [[redbus-inp-7pct-sales-2023]] for a three-case A/B-test cluster.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"vodafone-31pct-lcp-8pct-sales-2021","title":"Vodafone A/B test (2021): 31% LCP improvement → 8% more sales, 15% better lead-rate, 11% better cart-rate","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-performance-revenue-evidence","title":"Research brief: Website Performance & Revenue — defensible evidence for KW small-business owners (piece 17)","kind":"reference","scope":"business","link_type":"depends-on"}]},"created_at":"2026-05-22T21:24:18.345Z","updated_at":"2026-05-22T21:24:18.345Z"}