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Success Story : Besson Chaussures

To deliver a rich experience with quality visuals on fast pages, and both increase conversions and meet Google’s UX and SEO requirements , Besson Chaussures automated its front-end optimization with Fasterize.
Its revenue immediately increased by 5% .

Sector

Fashion

Traffic

15M visitors / year

Conversions

+15%

CMS

WShop

Context

Besson Chaussures offers shoes as well as accessories, hosiery and leather goods, and launched its e-commerce in 2017.

Traffic to the site, which migrated to WShop in 2020, amounts to 15 million visitors per year, and online revenue represents 5% of the brand’s revenue in 2021. 66% of traffic comes from mobile, with users browsing and purchasing via desktop.

To improve the customer experience and develop its offering , the site has set up an e-reservation and ship-from-store system, and plans to launch on marketplaces in the second half of 2022. Also, after the French version, a Spanish and then English version should be released in 2022.

The digital teams are supported by an SEO agency that regularly delivers recommendations for optimizations implemented by WShop.
The Besson Chaussures teams were thus informed of the change in the Google Page Experience algorithm, and the growing importance of UX evaluated by Core Web Vitals metrics.

The challenge was therefore to optimize the user experience, and at the same time to promote SEO performance, in order to support all of the systems deployed to improve the overall customer experience.

Goals

One of the main levers identified by Besson Chaussures was image compression, to improve performance on mobile, particularly with a view to reducing the conversion gap with the desktop.
It had to be activated all the more quickly given Google’s announcements about Core Web Vitals , so as not to be left behind in search results because of slower pages than those of competitors.

Furthermore, the site experiences traffic spikes of up to x4 during promotional periods.

Optimizing the weight of the pages as a whole , and setting up an effective load shedding system , was also part of the objectives to keep a site available and fast in all circumstances.

Also, Besson Chaussures wants to move towards more energy sobriety with a site that tends towards eco-responsibility. Webperf improvements for pages that consume fewer resources on the server and client side have allowed the e-retailer to take a step forward in this area.

Finally, given the international development projects, a CDN to serve content quickly anywhere in the world was essential as a good practice – what’s more, a Next-gen CDN to optimize the front-end at the same time at a lower cost !

Deployment

Besson Chaussures launched a test period, initially planned for 2 months, to estimate the ROI of the Fasterize SaaS solution, by evaluating the gain on conversions and incremental turnover.

Finally, it was after 6 weeks of conclusive testing that Fasterize was activated, in order to take advantage of the benefits of automatically optimized pages as soon as the sales were about to start. The transition to 100% optimized traffic was confirmed and deployed in just 48 hours !

Support

Thanks to the front-end optimization engine, all resources are optimized on the fly and continuously, without worrying about the impact of adding new content on loading speed.

Since the Fasterize SaaS solution was deployed, Besson Chaussures teams connect to their dashboard mainly to anticipate and monitor load peaks, and technical adjustments are made with the support of the dedicated CSE.

Results

Mobile

-60%

Speed Index

-44%

Start Render

-38%

Time To First Byte

Desktop

-49%

Speed Index

-58%

Start Render

-44%

Time To First Byte

Already convinced by the results of the pre-sales test which generated +15% conversions , Besson Chaussures continues to observe superior business performances since the site pages have been automatically optimized.

Revenues increased by 5% .

Besson Chaussures now displays much faster pages, up to 72% for the home page on mobile.

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They testify…

The implementation of the test was really smooth, despite a particularly complex context since we were in the middle of Black Week! The coordination between our Customer Success Engineer at Fasterize and the teams that support us at WShop was very efficient, and we only needed to call on 2 people from the Besson Chaussures digital team.

Marine BosseE-commerce Coordinator

As part of Besson Chaussures' support, we closely monitor the site's Core Web Vitals performance, via Google Search Console. We are counting heavily on Fasterize to significantly increase the number of pages that Google considers fast, particularly on mobile given the importance of Mobile First!

Adrien PartySenior SEO Consultant, CyberCité

Our internal expertise covers marketing and digital aspects, and we are reassured to be able to rely on a webperf partner with solid technical expertise.

Marine BosseE-commerce Coordinator

Like any e-commerce site in a competitive market, we have strong ROI challenges in terms of market share and visibility. We are also committed to improving our environmental impact, and this requires a high-performance site! An all-in-one solution, Fasterize helps us achieve all of these goals at once.

Marine BosseE-commerce Coordinator

Google's algorithm change with the inclusion of Core Web Vitals pushed us to optimize our loading times as quickly as possible. And since we had to move quickly, we opted for Fasterize's SaaS solution, whose expertise and efficiency are recognized.

Marine BosseE-commerce Coordinator

Our expert explains…

During the test prior to the deployment of our SaaS solution, the results were shared internally, particularly in the Digital Committee and the Management Committee, to demonstrate the impact of loading speed on business results. Once the solution is deployed, I regularly provide a webperf notebook to Besson Chaussures. These performance reports ensure that the optimization settings are still relevant, and they are adjusted if necessary. In particular, we do a lot of fine-tuning on image compression to find the best compromise between page weight and visual quality.