How we predicted an increase in conversions from a decrease in load times

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.

Our Real User Monitoring (RUM) solution has a better answer: predicting the absolute business impact of faster web pages.
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Using real user monitoring to put a value on lost conversions

How does your website’s speed and reliability affect conversions? Our real user monitoring (RUM) service captures and analyses conversion data. And it’s already proving valuable to customers using the service.

One customer thought their website had some problems during a big promotion. It was based on anecdotal evidence, and they weren’t initially sure about either the scale or the impact of the issue.
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Why did top UK retail sites end 2016 bigger and slower than ever? And what should they do about it?

Our final performance benchmark results of 2016 for the UK’s top retail sites revealed an all too familiar picture of bigger, slower web pages.

Load times and average page sizes have been creeping inexorably up since 2013. Over that time, we’ve noticed a few trends that might be contributing to the slowdown. Designs that favour big hero images, for example. The rise of third-party content. Or the simple tendency for the volume of content to be constantly ratcheted up – new styles and/or scripts being added more often than redundant material is cleared out.
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