At Rigor we help our customers deliver performance wins, quantify those successes, and correlate the impact to the business metrics they care about the most. For example, we help customers deliver performance improvements that lead to not just faster load times, but also improved conversions and increased revenue.
One of our customers, a U.S.-based enterprise eCommerce company, let’s call them “DJS”, was struggling to meet their performance goals and KPIs ahead of the busy holiday season. They turned to Rigor’s Faster-as-a-Service team for hands-on support.
By leveraging Rigor’s actionable performance insights and step-by-step guidance, this customer was able to decrease load time by 2.2 seconds, resulting in an increased YoY conversion rate of 96%:
Step 1: Establish a Performance Baseline
The most important first step in any performance project is to establish a baseline. Without a baseline of where you are now, you don’t know if you’ve actually improved or what parts of your site are even worth optimizing.
To establish a baseline for DJS, we first had to decide which key pages and mission-critical user flows to monitor. Our team reworked their tests to monitor the flows identified as most critical in Google Analytics.
Our team found that their site was bloated and slowed down by 3rd party tags and that DJS was not aware the extent to which these were impacting performance.
Step 2: Actionable Performance Data
Once DJS had established their performance baseline and configured their tests, Rigor provided them with easy-to-follow guidelines on how to fix the performance defects already live on their site.
When we first started working with DJS, their engineering team lead told us he was spending a lot of time chasing small details instead of fixing large defects that directly impacted their customers. Rigor helped address this problem by ranking all the defects on the site by severity so they knew what to prioritize in order to make the biggest impact.
For example, DJS’ marketing team had added 3MB of images using a common print format rather than a format optimized for the web to their site. After identifying this, the DJS engineering team was equipped to work with marketing to replace all unoptimized images with the optimized versions. This reduced image weight to 197 KB, a 2.8 MB savings.
Our services team also helped DJS deep dive into their waterfall chart and found that a third party request was taking 1428 MS and significantly impacting UX and load times.
By comparing page performance with and without that tag, DJS was able to visualize the exact performance cost of that tag. With this data, they could weigh the business impact against the value of having that tag. Ultimately, DJS was able to hold their third-party vendors accountable for the drain on performance.
Step 3: Correlate Performance to Business Metrics
Now, the fun part: tracking the results and quantifying DJS’ performance wins in terms of business metrics.
DJS and the Rigor services team used data from Google Analytics to compare their December 2017 conversion and revenue numbers to the previous year.
Here is what we found:
- 96% increase in Conversions YoY (from .14% to .27%)
- 33% increase in Transactions YoY (from 670 to 893)
- $583,180 increase in December online revenue ($628k to $1.2 million)
If this conversion rate trend continued throughout the year, DJS could potentially see an annual online revenue increase of upwards of $6 million.
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