Global Media, Ecommerce,
Tech & Lifestyles Brands


New York, NY


Various Media Brands

Use Case

Integrating Performance into the build process,
Third-party Management, and
Performance Optimization

Purch Prioritizes Building A Culture of Performance by Integrating Web Performance Optimization into the Build Process

The Challenge

Purch is a digital publishing and marketplace platform that owns tech, shopping, lifestyle and SMB brands, including Tom’s Guide, Top Ten Reviews, ShopSavvy and

The company generates more than $1billion in commerce transaction annually, and with more than 1,200 product categories, Purch is #1 for buying advice for more than 100 million people each month.

Chris McCooey, Vice President of Technology, manages a global team of engineers that are responsible for the front-end development and architecture across the Purch enterprise.

With the ever-increasing shift from desktop to mobile, and with Google’s announcement about their emphasis on performance of mobile pages, the performance of our mobile pages is now critical to our business.

Traffic on our mobile site is increasing and approaching around 50% of our total traffic. So while reworking our outdated templates, we set pretty aggressive performance benchmarks for our mobile sites.

“...We were turned on to Rigor because of the ability to integrate performance optimizations and testing into our build process...``

The Solution

Once the Purch front-end team kicked off an initiative around improving page performance, they started revisiting several of outdated templates and optimizing them for the new market demands.

“We assessed several web performance optimization (WPO) solutions and ultimately found Rigor. We were turned on to Rigor because of the ability to integrate performance optimizations and testing into our build process.”

Now, the Purch team runs Rigor Optimization against every new build in thier staging environment, to identify issues, and fix them before they are pushed to production. This allows engineers to oversee the builds with immediate feedback on whether or not the code meets performance benchmarks and is ready for production.

“We also found Rigor Optimization incredibly valuable to explore the performance impact of third and first-party content.”

The engineering team is able to exclude the ads running on sites that create a lot of noise, and allows them to pay better attention to the aspects of the sites that firmly in their control. This allows the team to focus on tackling aspects of our sites like page design, content, and the weight of page elements. 

“Today, we use Rigor as our single point of truth to monitor how we are doing. For us it was essential to automate this process by running recurring tests in Rigor Optimization to see how these key metrics are changing over time.” 

“... building a culture of performance is a key initiative.....performance is not just an engineering problem, but a problem for the entire business...”

The Result

For the engineering team at Purch, building a culture of performance is a key initiative. Educating the business stakeholders to the fact that performance is not just an engineering problem, but a problem for the entire business.

The Purch teams success is anchored on being able to apply best practices techniques for things like lazy loading, light HTML and JavaScript reduction, but if the page design includes content that weighs too much, there is not a lot the engineering team can do about it after the fact. From design onward, they have to be conscious of how we are rendering these pages.

Ultimately, the conversation in the industry has been gaining a lot of momentum over the years. When Google pushed out Google AMP, the whole industry started taking note and questioning what signals they were sending.

“Now, we have a much clearer understanding of where they were going in regards to mobile page speed and performance, and we have the best solution on the market to help us meet the changing requirements.”

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