EC Performance and Structural Optimization for LCP Improvement and Stronger Search Visibility

[Engagement Details]
In this project, to push both SEO and UX/Ads to their limits as a media property, we delivered the following multidimensional approach.

• World-class performance implementation (LCP 1.3s): For LCP — the most critical metric of Core Web Vitals — we reduced load time from 2.2 seconds to 1.3 seconds, a top-tier level even by global standards. Specifically, we conducted detailed waterfall analysis using WebPageTest and executed end-to-end on eliminating render-blocking factors, optimizing resource-load order, and tuning server-side rendering. We delivered an experience in which content appears the moment users click.
• Semantic IA and structural optimization of templates: Beyond simple acceleration, we redefined the HTML structure so that both search engines and users could interpret information correctly. In particular, we fully overhauled the templates for the "search results page" — the primary entry point — and the "product detail page (PDP)," the cornerstone of revenue. By clearly signaling content priority to crawlers and visual priority to users, we improved information visibility.
• Driving comparison behavior and strengthening the measurement foundation: We delivered UX improvements that drove "comparison behavior" — the most important KPI for a comparison-media business. In parallel, we elevated the measurement design to provide visibility into which information users compare when making decisions. We made the frequency and depth of comparison behavior quantitatively trackable and used that data to continuously fine-tune recommendation displays and navigation flow.

[Challenges]

• Stagnant Web Vitals and SEO risk: While page-load speed was adequate, Google's Core Web Vitals scores had not moved beyond "Good" to a level providing competitive advantage, leaving the organization exposed to search-ranking volatility.
• Low engagement and bounce rate: Many users who arrived from search viewed only a single product before leaving, limiting the platform's ability to deliver on its core value of "comparison."
• Plateauing ad revenue: Ad revenue per pageview had stagnated, and a structural overhaul was needed to raise monetization without compromising UX.

[Results]

• Best-in-class page-load performance: LCP was improved from 2.2 seconds to 1.3 seconds, delivering a dramatic uplift in perceived speed and technically eliminating drop-off factors.
• Higher on-site engagement and stronger user activity: Optimizing PDP visit rates and improving templates drove a +130% uplift in on-site engagement, with users now comparing more products before deciding.
• Growth in revenue and key behavioral metrics: Structural optimization across UX and speed drove a +110% improvement in ad revenue. Comparison and measurement behavior — the platform's core value — also improved by +110%, delivering growth in both quality and quantity.