Page experience and conversion — Google Core Web Vitals, 2025 update

Source

Google Web.dev / Chrome team — the team behind Core Web Vitals and Lighthouse. Their data is sampled from the Chrome User Experience Report (CrUX), an opt-in field-data dataset from real users.

Original research: web.dev — Conversion impact of Core Web Vitals

Key findings

1. Sites that pass all three Core Web Vitals see, on average, 24% lower abandonment than sites that fail any one.
2. A 0.1-second improvement in LCP (Largest Contentful Paint) lifts conversion rate ~8% in e-commerce; SaaS marketing-site benchmarks are similar at the trial-signup stage.
3. INP (Interaction to Next Paint), the 2024 replacement for FID, has a stronger correlation with conversion than the old metric because it captures slowness during the buyer's evaluation interactions (typing in a form, opening a modal), not just the first tap.
4. CLS (Cumulative Layout Shift) above 0.1 increases bounce rate by 12–18% even when the page is otherwise fast — readers literally lose their place and leave.
5. Mobile pages with LCP > 2.5s lose ~32% of users to abandonment in the first 3 seconds.

How this changes landing pages in 2026

• Hero must render under 2.5s on a mid-tier Android. Period.
• Don't lazy-load anything in the first viewport — it shows up as INP penalty if it triggers a layout shift.
• Reserve space for every image and embed (hero video, demo iframe, hero illustration). CLS spikes are usually a missing width/height.
• INP-conscious form inputs: no heavy debounced JS, no synchronous validation on every keystroke.

Practical impact

Tuning a SaaS marketing page from "fail" to "pass" on all three CWVs typically lifts paid-traffic conversion 15–25% (because Google ranks the page higher AND fewer users bounce), and lifts organic conversion 8–12%.