For months now, e-commerce marketers have been grappling with mounting challenges. The market is under pressure: rising acquisition costs, declining organic traffic, lower engagement… Maybe it’s time to change the game? This article offers a fresh perspective, essential insights, and actionable solutions to help you boost performance—without blowing your budget.
Rising costs, falling conversions: a model under strain
Chances are, your dashboards are already showing the signs:
Cost per visit is up by 9% year-on-year.
Organic traffic (SEO) is down by 5.7%.
Average conversion rates have dropped by 6.1%—even more on paid channels (-7.4%).
Meanwhile, paid traffic continues to rise, now accounting for 39% of visits in 2024.
Simply put, you’re paying more—for traffic that delivers less.
It’s clear: pouring more budget into traditional channels just isn’t enough anymore.
SEO: a powerful yet undervalued growth lever
One striking stat: SEO drives 51% of e-commerce traffic, yet only 8% of marketing budgets go to it.
Why the mismatch?
Because SEO is often seen as complex and slow to activate. Between Google’s core updates, CMS constraints and overbooked IT teams, less than 10% of SEO recommendations are fully implemented each year.
And yet, the upside is undeniable:
Experts estimate SEO revenue could increase by up to 50% if roadmaps were properly executed.
Brands like Vertbaudet saw +21% growth in non-branded SEO traffic, and +30% revenue from non-branded SEO—thanks to faster deployment.
It’s time to tap into that potential.
UX & Friction: why speed is more than just a technical metric
Rich experiences—videos, dynamic filters, interactivity—are now the baseline for e-commerce sites. Yet too often, UX is pushed down the priority list.
That’s a mistake.
Your dashboards might not capture it, but your users feel it: a glitchy basket, a lagging filter…
🚨 The impact:
40% of e-commerce sessions are affected by technical friction (slowness, JS errors, etc.)
Sites with performance issues lose an average of 6% in pageviews per visit
These issues directly affect conversion rates, average order value (AOV), and customer lifetime value (LTV)
The good news?
A/B tests by Fasterize show that Web Performance optimisation can drive a +5% uplift in conversions on average—and up to +30% in certain cases.
Even better: the impact scales dramatically during high-traffic periods like Black Friday, where every millisecond matters.
Ready to change the game with Edge Computing?
The biggest blocker to continuous improvement? IT roadmaps. Every ticket enters a long, complex queue.
But there is another route: Edge technology—which enables real-time optimisation without depending on IT sprints.
How it works:
User requests are intercepted by the Edge platform
Resources are analysed in real time
Optimisation rules are applied instantly (HTML, JS, CSS, images)
Optimised content is served to the user (cached where possible)
The result?
SEO and WebPerf enhancements can be deployed in minutes—tested, measured, and refined in real time.
Lighten the Load for IT—without bypassing it
This is where Fasterize stands out: performance becomes a native part of your development cycle. It doesn’t mean bypassing IT—quite the opposite. It means empowering them to lead WebPerf with the best tools available.
All assets—scripts, images, HTML—are automatically optimised on the fly. That ensures your users always get the best version of your site. It’s a smarter, more collaborative way of working.
On the SEO side, Fasterize lets you bulk test and deploy optimisations at speed, then measure the results. Effective actions can then be handed off to dev teams for long-term implementation.
No more low-impact SEO tickets clogging the roadmap—your tech teams stay focused on high-value delivery.
Real-World Results: Petit Bateau, Vertbaudet, Rakuten
Petit Bateau: +3% in conversion rate, improved NPS following A/B testing with EdgeSpeed
Vertbaudet: +12% in conversions thanks to better site performance, +30% non-branded SEO revenue
Rakuten & Alltricks: +25% in SEO traffic post-optimisation
Organisational gains were just as striking:
5x more tickets deployed
Resolution time cut by two-thirds
SEO traffic growth of +50% to +80%
Conclusion: Time to regain control of your Digital Performance?
Today, there are two urgent questions you should be asking:
How much revenue are you losing due to poor site performance?
How much untapped potential lies in under-invested SEO?
The best part?
You no longer need to trade off speed for sustainable performance.
Edge solutions let you move fast, unblock your roadmap, and finally make your marketing strategies deliver.
So—ready to work smarter, faster, and more profitably?
