A major retailer recently removed an A/B testing service from its website. Average load time improved by nine per cent. Conversions rose by ten per cent. Bounce rate also improved by four per cent, and engagement (measured by pages per session) increased by two per cent.
One of the biggest challenges we share with our clients is proving the business value of web performance. While it’s logical that faster websites mean happier customers and more revenue, it can be hard to provide absolute proof.
We previously relied on publicly available case studies, a fantastic collection of which is available at WPO Stats.
In a recent post-peak webinar for UK retailers, Simon Hearne and Andy Davies talked about a variable level of maturity when it comes to web performance. The majority still appear to have a limited, tactical view. It is still about technical people doing technical things to make sure the website is up and running when it matters most. It is less about fine-tuning performance to maximise revenue.