November 2015 Web Performance Case Study

Using our exclusive analysis, we report on how web performance impacted the conversions and sales of four different online retailers during the month of November. 

The Rundown

• Dates: 11/1/2015 – 11/30/2015
• Sites: 4
• Total Visitors: 355.86M
• Total Conversions: 1.14M
• Total Sales: $305,876,048
• Pages Measured: Home, Product Detail
• Devices Measured: Mobile, Tablet, Desktop

By comparing each site’s Home and Product Detail (PDP) pages, we demonstrate that it is important to consider performance on page-by-page basis so website investments can be properly directed. As we begin, you may be surprised about how much more revenue a retailer can generate from the slightest improvement in page speed. Performance matters.

Site by Site Analysis

Site 1: High-End Clothing Retailer

• Total Sales: $75.98M
• Total Visitors: 65M

Performance really matters for this retailer. A 0.1 second Product Detail Page speed-up would generate an additional + $925K/month (+ 1.2%), and + $419.2K/month (+ 0.6%) for the same speed-up on the Home Page.

Site 2: Electronics Retailer

• Total Sales: $103.21M
• Total Visitors: 18.53M

A 0.1 second Product Detail Page speed-up would generate an additional + $3.62M/month (+ 3.5%), and + $2.19M/month (+ 2.1%) for the same speed-up on the Home Page.

Site 3: Specialty Retailer

• Total Sales: $558.83K
• Total Visitors: 272.33K

Notice that the conversion rate curves stay relatively flat as the page load slows. This means that the site's users have high patience, most likely due to the unique product-set the brand has and the strong loyalty of their customers.

A 0.1 second Product Detail Page speed-up would generate an additional + $8.7K/month (+ 1.6%), and + $3.9K/month (+ 0.7%) for the same speed-up on the Home Page.

Site 4: Sporting Goods Retailer

• Total Sales: $61.19M
• Total Visitors: 10.88M

A 0.1 second Product Detail Page speed-up would generate an additional + $1.21M/month (+ 2.0%), and + $0/month (+ 0%) for the same speed-up on the Home Page.

This is a perfect example as to why every online retailer needs to know which pages need treatment and which do not. While the Home Page of this sporting retailer has minimal opportunity, the Product Detail Page certainly does. This is where investment should be directed.

Summary

Across all sites, the average revenue opportunity from speeding up the Product Detail Page by 0.1 seconds is +1.6%, and +0.9% for the Home pages. Improving performance will grow your bottom line, but without knowing where to focus first to get the highest return, you'll waste valuable time and resources and leave millions of dollars uncaptured. Blue Triangle can help.