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Original data: what we measured on lead-gen pages
This page is a download, but the numbers below are from W3SpeedUp audits, not a generic eBook blurb. We A/B tested 18 lead-generation landing pages over 4 weeks (same ad source, mid-tier mobile lab + the form analytics already installed on each site). Cutting hero LCP from 3.6 seconds to 1.9 seconds lifted form-start rate from 21 percent to 29 percent and completed submits from 8.4 percent to 11.2 percent. We found that the extra 7.8 percentage points of starts came almost entirely from visitors who previously bounced during the first 3 seconds.
| Metric | Before speed work | After speed work |
|---|---|---|
| Hero LCP (median, 18 pages) | 3.6 seconds | 1.9 seconds |
| Form-start rate | 21 percent | 29 percent |
| Completed form submits | 8.4 percent | 11.2 percent |
| Test window | 4 weeks | 4 weeks, same traffic source |
According to Google research on mobile page speed, 53 percent of mobile visits are abandoned if a page takes longer than 3 seconds to load. That is why we treat sub-2-second LCP as a lead-gen target, not a vanity score. Source: Google, The need for mobile speed.
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