LISTEN TO THE SUCCESS STORY

Success Story : Easypara

Easypara had noticed speed issues and wanted to anticipate the Google Page Experience update by optimizing its loading times. As the technical teams were busy with a migration project, they did not have enough time or dedicated expertise to address web performance.
They entrusted it to Fasterize to save time , improve their skills , and optimize performance efficiently and sustainably .

Sector

Health

Traffic

Conversions

+10%

CMS

Magento

Context

Easypara is the 2nd largest website for the sale of parapharmacy products in France: face and body cosmetics, food supplements, baby care and veterinary products.

In total, the site distributes 30,000 products and 1,000 brands. The company has around 50 employees, and sites in international versions: United Kingdom, Spain and Italy.

Since the launch of its e-commerce in 2007, the platform has experienced strong growth which was accentuated by the rise in online purchases in 2020, with a turnover reaching 40 million euros.

In terms of traffic, it welcomed 14M users in 2021, and recorded nearly 72M page views.

It should be noted that in the health, pharmacy and parapharmacy e-commerce sector, the trend is towards the concentration of players around increasingly large European groups. Thus, the market is becoming more competitive with increasingly lower margins.
The challenge for Easypara, an independent site, is to consolidate its position on the French market with increased SEO visibility and optimal quality of experience and customer service .

On the technical side, a migration from Magento 1 to Magento 2 is planned to support growth, particularly with the aim of improving loading times, an essential lever for increasing revenue .

Goals

The technical and e-commerce teams were aware of the slowness on the site and their impact on turnover, and the technical base being obsolete, a complete replatforming was therefore planned.

However, since a redesign is not intended to definitively resolve speed issues, and it was not possible for the teams to simultaneously carry out migration and performance optimization, they had to prioritize the projects.

Among the main objectives in view:

Improving Core Web Vitals.
The teams wanted to optimize them to meet Google’s requirements, knowing that 90% of traffic comes from SEO.
Make the site Mobile-First.
Changing the technical base and automating web performance aims, among other things, to reduce the gap between mobile and desktop conversions , with mobile being a major source of traffic (60%) that is set to continue to grow.

Automating the application of techniques and best practices to speed up page loading seemed obvious; and Fasterize was identified as the ideal partner to support this transition and meet all of these technical, business and SEO challenges.

Deployment

To begin, Fasterize carried out a detailed audit of Easypara’s performance to detect technical and business improvement levers, and then carried out a test phase in Discovery mode.

At the end of this period, the frontend optimization engine was configured specifically for the site, by Fasterize experts.

Special care has been taken in the SmartCache configuration to define dynamic areas of pages so that the Fasterize engine can quickly return a cached version of static parts; and the Early Hints
feature configuration has been fine-tuned to load critical resources as early as possible.

Then, the IT teams mobilized, with the support of the dedicated Customer Success Engineer (CSE), to carry out some functional tests and validate the impact on performance.

Finally, following these tests, the Boost phase was able to be triggered to allow Easypara to take full advantage of the effects of the Fasterize engine.

The deployment took less than 2 months in total , involving very little operational work and modifications to the site pages.

Only 2 internal resources were requested to support the implementation of the SaaS solution: a Developer and the IT Director on the infrastructure side.

Support

On a daily basis, Easypara makes few changes to the platform settings made with the help of the CSE.

Technical teams call on support when needed, whose responsiveness is particularly appreciated . Regular exchanges allow for skills development and the acquisition of ever more in-depth knowledge on web performance.

In addition, the reports regularly delivered by Fasterize serve as a barometer for the Easypara teams, who on the one hand see their performance increasing, and who at the same time note the impact of Fasterize on the webperf, UX and SEO KPIs of the site.

Results

Mobile

-59%

Speed Index

-77%

Start Render

-6403%

Time To First Byte

Desktop

-70%

Speed Index

-76%

Start Render

-44%

Time To First Byte

Images, assets, cache strategy, third-party script management – with the impact these improvements imply for users, and for SEO and Core Web Vitals… Everything is optimized and maintained automatically by Fasterize’s Next-gen CDN.

As a result, Easypara recorded +10% conversions on mobile , comparing the 6 months preceding the deployment with the 6 months following it.

On the SEO side, traffic is 10% higher compared to the competition , excluding notoriety.

Thanks to Fasterize, Easypara now offers a smooth journey to its customers on both desktop and mobile, regardless of network quality.
The brand also supports its SEO strategy to meet visibility challenges compared to the competition, with optimized Core Web Vitals, including LCP divided by 2 , or an FCP divided by more than 3 between January and December 2021.

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They testify…

We knew that Google's algorithm was going to evolve to give more importance to speed and UX. This was obviously a priority for us. But we also knew that we did not have enough webperf expertise to identify the right optimization levers and implement them at the same time as our redesign. However, it was urgent to deal with everything. Fasterize allowed us to move forward calmly and efficiently on all levels.

Isabelle SarrazinDG

By using Fasterize to automatically optimize our frontend, the technical teams were able to focus 100% on our replatforming project, with the assurance that all pages are optimized for all our users, regardless of their equipment and network.

Isabelle SarrazinDG

Our expert explains…

We worked closely with Easypara's technical team throughout the onboarding phase to ensure the effectiveness of each setting of our engine. The results were visible as soon as the optimizations were activated!