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Success Story : Aigle

Aigle supports its customers for all outdoor, urban and open-air experiences. The digital penetration rate in turnover is 25%, a remarkable share in this market. To support this growth, between mobile, SEO and Green IT issues, the retailer has made loading speed a priority and is optimizing its front-end with Fasterize.

Sector

Retail – Fashion

Traffic

2.8 million visitors / year

Speed

Score PageSpeed Insights : 98

CMS

Context

Aigle is a French brand that produces 75% of its famous boots in its factories located in Châtellerault. The brand has diversified its offering to also offer outdoor clothing, and its online activity continues to grow.

The company fully internalized the management of its website in 2018, which is based on the Salesforce Commerce Cloud CMS. It records 21 million page views , welcomes 2.8 million visitors per year on average, and experiences peak periods between November and February of up to 2.2 million page views per month.

Aigle faces multiple challenges to support the growth of its e-commerce business: conversion rates , mobile optimizations , UX , SEO and energy efficiency.
Fasterize’s all-in-one, turnkey solution allows digital teams to carry out all these projects at once, saving time and benefiting from expert support.

Goals

An eco-design audit was one of the starting points of Aigle’s webperf optimization approach.

The company has an “Aigle Positive Impact” policy, which encourages each employee to implement the means to have a positive impact on their environment.
It works with the Good Planet foundation on the development of its products and logistics, and the Arneo agency carried out an audit of the website to identify levers for improvement for a more eco-responsible site .

One of the other major ambitions for the outdoor equipment manufacturer : to offer a better experience on mobile and improve conversion rates on this device .

The brand wanted to optimize its performance on mobile , a technically more complex mission than on desktop , because the power of the devices and the network are more random.

Also, SEO and visibility are crucial for this e-commerce site.
SEO has been the subject of extensive work since 2020, and the fact that Google officially takes loading speed into account with Core Web Vitals pushes digital teams to get into battle order to meet the search engine’s requirements.
A fast site is not only the essential UX criterion for Internet users, but it is also a signal to Google which favors the indexing of optimized pages.

Deployment

The deployment of the Fasterize SaaS solution took place over 3 months , including the testing phases, personalized configuration of the tool, and technical and functional acceptance testing.

At Aigle, a Product Owner and a Project Manager were asked to follow this project, accompanied by a dedicated Customer Success Engineer from Fasterize, and in coordination with the integration agency Madagence.

The main adjustments concerned the scripts used to integrate the content of third-party solutions (particularly geolocation), in order to ensure their proper functioning once the solution is connected to the site.

Support

Aigle’s digital team relies on the expertise of its Customer Success Engineer, both for support issues, adjusting tool parameters, and for advice on technical subjects much broader than the use of the SaaS solution itself.

Results

Mobile

-56%

Speed Index

-27%

Start Render

-63%

Time To First Byte

Desktop

-70%

Speed Index

-36%

Start Render

-69%

Time To First Byte

Since Aigle.fr has been optimized by Fasterize’s SaaS solution, the technical, SEO and business performance of the site has evolved.

In terms of SEO performance, the Largest Contentful Paint of the homepage (Google Core Web Vital which evaluates the display speed of the most important element on a page) was in the red.
Since Fasterize optimizations were activated, the thresholds set by Google are respected on all devices : it went from 12.677 on desktop to 0.8, and from 4.852 on mobile to 0.86.

The Cumulative Layout Shift (which evaluates visual stability) was also considered bad by Google on some pages before optimization; it went from 0.45 to 0.158 on desktop for list pages, and from 0.139 to 0.072 for the homepage, scores considered good by Google.

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They testify…

We know that loading speed is essential to increase conversion rates and decrease bounce rates. Our traffic comes from 65% mobile, and we want conversions to be optimal for all our users, regardless of their device and browsing conditions.

E-commerce ManagerAigle

The recommendations of our site's eco-design audit highlighted the fact that we needed to optimize our images, CSS, JS and HTML resources, reduce the number of requests that could reach nearly 70 for the same page, which is very heavy, especially on mobile! Fasterize allows us to automatically apply all the techniques for a high-performance site, and above all to stay up to date without having to devote full time to development or maintenance. Also, we wanted to divide our Speed Index by 2, especially on mobile. Objective achieved, in addition to improved Core Web Vitals, and a PageSpeed Insights score of 98 on some of our pages!

E-commerce ManagerAigle

Our e-commerce business has grown significantly in a few years. Visuals play an important role, but we know that they can degrade loading speed, especially on mobile where an HD image can take several seconds to load. We want to offer quality content to our users, and Fasterize's image-specific features allow us to display all our images in the new generation formats recommended by Google - WebP, but also AVIF. We can now enrich our content without the risk of slowing down the loading of our pages!

E-commerce ManagerAigle

From now on, with each new update or evolution of our pages, we validate the impact on loading speed. Fasterize has allowed us to integrate webperf into our processes. Also, we monitor the evolution of our performances thanks to the deliverables provided by our CSE. With the help of its recommendations, which go well beyond the use of the SaaS solution, we are gaining skills to push the performances of our E-commerce site even further.

E-commerce ManagerAigle

Our expert explains…

Aigle's challenges are multiple and all equally exciting. The teams are concerned with issues of energy efficiency, SEO, loading speed, mobile compatibility, and business performance... Great challenges to take on!