As Blue Triangle's Director of Marketing, Josh enjoys sharing ways businesses can improve digital experience and revenue. He is also an avid swimmer, runner, cyclist and drummer.
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.
Dates: 11/1/2015 – 11/30/2015
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.
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.