Vodafone: 31% faster LCP, 8% more sales

The short version: Speed work can be measured in revenue, not just scores. Run it as an A/B test where you can.

What they studied

Vodafone Italy split paid traffic evenly between two identical-looking versions of a landing page, one optimized for loading speed, and measured real-user speed and sales.

Key findings

• Largest Contentful Paint was 31% better on the optimized page (5.7 seconds against 8.3).
• The faster page had 8% more sales, a 15% better lead-to-visit rate and an 11% better cart-to-visit rate.
• Gains came from rendering a widget on the server, server-rendering critical HTML and resizing and optimizing images.

Key learnings

• Speed work can be measured in revenue, not just scores. Run it as an A/B test where you can.
• Start with the hero image and render-blocking JavaScript; they move LCP most.

Things to keep in mind

• A conversion study on paid traffic, not an SEO ranking study.
• One page, one company, published by Google, which promotes Core Web Vitals.

Read it alongside

• Core Web Vitals business results from 19 companies (web.dev (Google), 2021)

Source

Official case study by Vodafone Italy, published by web.dev (Google), March 17, 2021.

• https://web.dev/case-studies/vodafone

We read the source and checked every figure on this page against it on October 13, 2026. Summaries and learnings are ours. Spotted an error? Tell us.

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