The weight of files has increased significantly following the evolution of multimedia and web technologies. It’s quite logical actually: with better quality comes an added weight. And that’s why today, everybody agrees on the fact that the web is a lot slower than it should be.
The increased weight of your files is not something trifling. It has a direct impact on the speed of your website, and thus, on your user’s experience (as it has been discussed at length on this blog 🙂 ). But what about conversion and ROI?
Most of the major players in the tech world, among which Amazon and Google, agree on the importance of fast loading times for conversion to ensure that customers make it through the entire sales funnel, and actually make the purchase.
This is why more and more websites are striving to make web performance their top priority. And it was certainly the case for Jonak.
An enhancement by 630 ms
Jonak is a Parisian women’s shoes brand generating a high volume of traffic (more than 3500 visitors per day). Their website took on average 5.52 seconds per page to load just before their optimization period, in December 2015 – way above the market accepted medium estimated at around 400 ms per page.
Aware of the consequences of poor performance, the brand decided to manage (monitor and then optimize) its web performance with QUANTA.
The results were outstanding, as Jonak experienced an improvement of 630 ms per page.
It may seem like a small improvement at first sight, but try to multiply this by the number of pages seen per year by each visitor, and you’ll end up with a total cumulated loading time superior to a year and a half!
Just think of the frustration of a visitor experiencing all this waiting in front of a blank page…
Highly positive impacts thanks to optimization
But even if these numbers are impressive, the most important information is the effect that these optimizations had on the conversion rate that increased by 32% by the end of January 2016! Yep. 32%.
The work undertaken by Jonak’s web teams enabled a major increase in conversion and online sales. The website is now faster, more accessible, more fluid, and thus optimal for a better user experience.
So thanks to this case study, we can clearly see that working on web performance leads to a better R.O.I. for each visitor, basically more sales with the same amount of marketing investments.
Web performance is therefore a key for your e-commerce website’s conversion.