Dramatic LCP Reduction and EC-Assessment-Driven Redesign: Step-Change Gains in CVR, ROAS, and Page-to-Page Engagement

[Engagement Scope]
We systematically eliminated drop-off drivers across the complex "search → compare → consider" user journey unique to travel e-commerce (EC).

• Dramatic improvement of Core Web Vitals (LCP): The site's display speed — in particular the time to complete rendering of main content (LCP: Largest Contentful Paint) — stood at an extremely slow 8.6 seconds. Leveraging image lazy-loading, JavaScript execution optimization, and server-side tuning, we reduced it to1.4 seconds. This effectively eliminated user wait-time stress.
• Identification of structural issues via EC assessment: We conducted a detailed assessment (diagnostic) of the current system and design. We identified that the drop-off in the transition from the "search-results listing" to the "product detail page (PDP)" was the single greatest bottleneck.
• Full template overhaul informed by drop-off analysis: On the PDP (detail page), we optimized the placement of information users seek (price, availability, reviews, images). We strengthened the navigation paths that drive comparative consideration and overhauled the UI templates so that users would not abandon a page once viewed and could easily compare with other plans.

[Challenges]

• Critically slow display speed: With LCP at 8.6 seconds, the speed was severely slow, and many search-traffic users were likely abandoning the page before it finished rendering.
• High drop-off from search: Even when users engaged with the search function, the transition rate from there to detail pages was low, and the platform was losing users before they reached the booking stage.
• Low advertising efficiency: The weak site performance limited the engagement of users arriving via advertising, and ROAS had plateaued at a low level.

[Results]

• Substantial uplift in CVR and ROAS: Through improvements in site speed and usability,CVR rose by +120% and ROAS by +140%, materially lifting profitability.
• Activation of on-site engagement: Users could move through the site more smoothly, and the page-to-page engagement rate rose by +130%.
• Deepening of consideration behavior: PDP (detail page) views and comparison behaviors increased, and the rise in confident, well-considered bookings also pointed to contributions to customer satisfaction.