How 100ms = +10% Revenue

Strong Core Web Vitals boost rankings and checkout rates–let’s talk dollars, not dev jargon.

SEOs don’t optimize Core Web Vitals (CWV) for a high score; we do it to stop leaking revenue. Google’s UX report card helps make this payoff visible, and for some sites, this is the fastest path to more qualified traffic and conversions–aka, revenue.

“A 0.1-second improvement in site speed increased retail conversions by 8.4%–consumers also spent 10% more.”
— Deloitte & Google, “Milliseconds Make Millions,” 2020

Why CWV Matters to Your Bottom Line

• Better rankings, cheaper clicks.
  • Good CWV scores are a tie-breaker in competitive SERPs, providing an edge for cutting down on paid-media dependency.
• Smoother journeys, higher conversions.
  • Carpe antiperspirants lifted LCP by 52% and CLS by 41%, leading to:
    • +5% increase in conversion rate
    • +10% increase in traffic
    • +15% increase in revenue
      (NitroPack, 2024)
• Fewer rage-clicks, happier support desks.
  • Stable layouts (low CLS) and immediate interaction (low INP) reduce accidental and frustrated taps, lessening the amount of “I can’t click the button” tickets in your inbox.

Three Quick Wins You Can Deploy This Month

Here are our favourite optimizations for significant CWV impact you can feel, see, and measure:

1. Compress hero images with modern formats (AVIF/WebP) for instant LCP gains; load speed = slowest LCP element.
2. Lazy-load below-the-fold media so users can interact before megabytes finish downloading; interaction = content.
3. Strip unused JavaScript and CSS—every unnecessary kilobyte slows Interaction to Next Paint (INP); KB = ms.

Ready to see how much revenue your slowest template is leaking? Google's Pagespeed Insights and Lighthouse tests can measure your current CWV and help determine where your site's opportunity for optimization is hiding.

Our team can handle the rest.

— Manny @ The B2B SEO

This post is part of our "SEO Under the Hood" series, a practical guide that delivers SEO implementation advice in plain language. Subscribe to our newsletter to get insights like this delivered to your inbox.