Phildar, a retailer specializing in leisure and fashion, has seen the share of digital in its overall turnover increase from around 15% to 45% in one year, and more than half of its traffic comes from mobile.
Having anticipated this development linked to the transformation of consumption patterns in 2020, the Ecommerce teams decided to make the user experience as fluid as possible to improve conversion rates.
Measuring the ROI of a Faster Website
Aware of the importance of loading times for the user experience, but also of its impact on conversion rates, the Phildar.fr Ecommerce team quickly identified Fasterize’s SaaS solution to solve the slowness problems encountered on its web pages. But to convince all the teams of the relevance of a web performance optimization solution, it was first necessary to prove its ROI .
A POC was therefore put in place, setting a threshold from which the SaaS solution would be profitable, and from which it could contribute to generating profit.
This A/B test made it possible to validate the effectiveness of the solution on a technical and business level , a trigger for the IT department, the Ecommerce, Marketing and SEO teams, who did not wait for the end of the POC to move on to full deployment.
A SaaS solution that is both technical and business-oriented
The technical team initially thought about optimizing the pages of the Phildar.fr site internally, but web performance is a job that must be followed over the long term to be effective. A commando operation, or even a redesign, is not enough to make a site fast once and for all, nor is a CMS , however sophisticated and efficient it may be.
For fast web pages over time, optimizations must be maintained, and webperf techniques evolve regularly. This is an investment that Phildar could not afford in terms of time and resources.
Thanks to Frontend optimizations applied automatically and intelligently by the Fasterize engine:
- Phildar’s IT department can focus on other value-added topics (evolutions, developments, etc.) rather than maintenance and bug resolution;
- Ecommerce and Marketing teams benefit from the positive effects of a fast website, even during peak loads , for all pages of the website, on desktop and mobile .
This way, users navigate and complete their purchases without friction, and the quality of their experience translates into improved marketing KPIs:
- page views +10%,
- time spent on the site +12%,
- bounce rate -10% .
Thanks to the fact that the pages are faster, conversion rates have also increased, allowing Phildar.fr to make the SaaS solution largely profitable.
Finally, in terms of webperf KPIs, the Speed Index was reduced by an average of 40%, the Start Render by up to 70% on the Homepage, and the Time To First Byte by an average of 78%.
To learn more about the technical and business gains observed by Phildar, download the full case study: