Modern online business demands a fast and convenient experience for users. A website with high loading speed has a significant advantage, which affects key business indicators. In this case, we will tell you how optimizing the performance of an online electronics store website led to an increase in conversion.
Initial situation
Our client is an online electronics store that attracts 50,000 users monthly.
Key indicators before optimization starts:
- Average home page loading time: 3.2 seconds
- Bounce rate: 35%
- Conversion: 2.1%
- Average bill: 35,000 rub.
Issues identified
The audit using various tools revealed several significant issues:
- Large image size
- Unoptimized JavaScript and CSS
- No caching on the browser side
- Slow hosting
- Unoptimized fonts
- No CDN (Content Delivery Network)
Optimization strategy
A comprehensive strategy was developed, including the following stages:
1. Image optimization
- Automatic image compression system
- Using WebP instead of JPEG/PNG
- Lazy loading of out-of-scope images
2. Minification and optimization of JavaScript and CSS
- Removing unnecessary code
- Minification and merging of files
- Asynchronous loading of optional scripts
3. Setting up caching
- Implement browser-side caching for static resources
- Setting up server caching
4. Migrate to faster hosting
- Switching to a server with SSD and optimized configuration for online stores
5. Font optimization
- Connecting fonts via API
- Preloading critical fonts
- Using font-display: swap to better display text before loading fonts
6. Implementation of CDN
- System integration for improved content delivery
7. Additional optimizations
- Activating HTTP/3
- Optimizing Critical CSS
- Removing unnecessary third-party scripts and plugins
Implementation process
The process of implementing optimizations took 3 weeks and was divided into several stages:
- Week 1: Analysis and planning, audit, strategy creation and plan approval
- Week 2: Basic optimizations including improvements to images, scripts, caching and migration to new hosting
- Week 3: Final steps, CDN implementation, font optimization and final tests
Results
After implementing the improvements, the following results were achieved:
- Download speed:
- Up to: 3.2 seconds
- After: 1.1 seconds
- Improvement: 300%
- Bounce Rate:
- Up to: 35%
- After: 15%
- Improvement: 120%
- Conversion:
- Up to: 2.1%
- After: 2.73%
- Growth: 30%
- Monthly revenue:
- Up to: 1,575,000₽
- After: 2,047,500₽
- Growth: 472,500₽ (30%)
- Google PageSpeed Insigns:
- Mobile version: from 45 to 95
- Desktop: from 60 to 99
- Core Web Vitals:
- LCP (Largest Contentful Paint): from 2.5s to 0.9s
- FID (First Input Delay): from 150ms to 50ms
- CLS (Cumulative Layout Shift): from 0.25 to 0.005
Analysis of results
- The significant reduction in load time reduced the bounce rate to 15%, which meant more engaged users.
- Conversion increased by 30%, which is directly related to improved usability of the site.
- Improved Core Web Vitals metrics improved the site's ranking in search results, resulting in a 15% increase in organic traffic.
- Using a CDN has greatly improved the download experience for users around the world.
- Optimizing images and fonts improved not only the performance, but also the visual appearance of the site.
Conclusions and recommendations
- Loading speed directly impacts conversion and revenue, and investing in performance optimization provides a high return on investment.
- An integrated approach to website optimization is the best strategy.
- Monitoring and regularly improving loading speeds should be part of the strategy for online businesses.
- Using new technologies such as WebP and HTTP/3 can significantly improve productivity without losing functionality.
- Particular attention should be paid to mobile optimization, taking into account the growing share of mobile traffic.
Conclusion
This case clearly demonstrates how improving loading speed can significantly affect the key indicators of an online store. Speeding up the site by just 2 seconds brought a 30% increase in conversion and an increase in revenue by almost half a million rubles.
Optimization is an ongoing process, and to maintain high performance, it is important to regularly update strategies and conduct site audits.
For any questions, you can contact the SEO studio "SEO COMPUTER" by email info@seo.computer
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