Ruggable, an online rug retailer, transitioned to a headless architecture with Vercel and Contentful to improve site performance, enhance SEO, boost conversions, and elevate developer experience. The company saw significant improvements in site speed, accessibility, and search rankings, resulting in a 300% increase in organic clicks. Ruggable's new architecture enabled the team to optimize site performance, streamline processes, and facilitate creativity and speed, ultimately leading to success in achieving zero downtime during Black Friday and delivering business impact. The company is now planning to further improve initial page load using server-side rendering and next/font, and measure improvements with real customer data.