I’ve been part of two projects where speed didn’t win the day. Both were A/B tests. Both reduced LCP by ~50%. Both failed to drive conversions.
One was a redesign, so there were other factors I could blame. The other was pure optimization, and conversions didn’t budge.
Why?
Maybe it was the market. Maybe it was our performance plateau. Maybe we just got the data wrong. All possible!
I’d like to hear more about other site speed failures.