{"id":342,"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","status":"current","audiences":["kevin","claude-code","smb-owner","candid-team"],"topics":["core-web-vitals","measurement"],"reference_body":"**Claim:** Vodafone A/B-tested an LCP optimization. Result: **31% LCP improvement → 8% more sales, 15% lead-rate lift, 11% cart-rate lift**.\n\n**Source:** <https://web.dev/case-studies/vodafone> (2021, still cited in 2025+).\n\n**Confidence:** Verified.\n\n**Why this is the cleanest causal evidence:** Most \"performance affects revenue\" claims are correlational. The Vodafone study was a controlled A/B test of a single LCP intervention, with proper isolation. It's the cleanest \"do this and revenue moves\" data point in the public CWV literature.\n\nPairs with [[deloitte-google-milliseconds-millions-2020]] (industry-wide measurement of 0.1s improvements → conversion lift), [[pinterest-pwa-60pct-faster-2017]] (60% faster → +40% conversions), [[walmart-100ms-1pct-revenue-foundational]] (100ms = 1% incremental revenue), and [[bbc-10pct-user-loss-per-second]] (10% user loss per added second).","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"deloitte-google-milliseconds-millions-2020","title":"Deloitte/Google \"Milliseconds Make Millions\" (2020): 0.1s improvement → 8.4% retail conversion lift, 10.1% travel","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"pinterest-pwa-60pct-faster-2017","title":"Pinterest PWA rebuild (2017, foundational): 60% faster → +40% conversions, +40% time spent, +44% ad revenue","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"walmart-100ms-1pct-revenue-foundational","title":"Walmart (2012, foundational): 100ms improvement = 1% incremental revenue; 1s improvement = 2% conversion increase","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"bbc-10pct-user-loss-per-second","title":"BBC: lost 10% of users for every additional second the site took to load","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"research-brief-page-speed-moat","title":"Research brief: Page Speed as a Moat — why CWV separates the agencies from the freelancers (piece 9 of 15)","kind":"reference","scope":"business","link_type":"relates-to"},{"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"},{"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","link_type":"relates-to"}]},"created_at":"2026-05-22T20:03:33.325Z","updated_at":"2026-05-22T20:03:33.325Z"}