Success Story : Mecatechnic
Mecatechnic.com is one of the very first E-commerce sites in France! The Mecatechnic group publishes, among others, the sites Mecatechnic.com and Motodiffusion.com, and today achieves 80% of its turnover online .
Speed is therefore a priority issue for conversions, especially on mobile which represents nearly 70% of traffic .
Sector
Traffic
5M page views / month
Speed
Rebounds ÷2.5
Conversions +15%
CMS
Custom +
Symfony + Prestashop
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CONTEXT
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Context
Mecatechnic has existed since 1983 and initially offered services for the preparation of engines and gearboxes for motor racing such as the Paris-Dakar.
Mecatechnic then moved towards distance selling and went digital in the early 2000s with a spare parts sales site.
Specializing in vintage vehicles (Volkswagen, Audi, Porsche, BMW, etc.), Mecatechnic is aimed at connected enthusiasts who communicate a lot on social networks. To meet the demand for other niches in the auto-motorcycle market, the Group has expanded with Comptoirducabriolet.com and Motodiffusion.com, and is diversifying into French brands (the legendary Citroën 2cv and Renault 4L) to expand its offering.
The Mecatechnic site is based on a custom CMS in PHP Symfony, and records 5 million page views and 570,000 visitors each month ; as for Motodiffusion, the site is based on Prestashop and records 170,000 monthly page views for 22,000 visitors .
Today, 80% of the Group’s turnover comes from digital, and 67% of traffic is mobile.
The teams observed slowdowns reported by Google and noted a gap of almost twofold between mobile and desktop conversion rates , without managing to reduce this gap. -
GOALS
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Goals
Mecatechnic’s objectives were precise: optimize loading times on mobile to increase conversions and thus reach the desktop level .
It was also a question of achieving a Start Render of less than 1.2 s (i.e. dividing it by almost 3).
This webperf metric which indicates the end of the blank page was chosen as a reference because the teams identified that it was the best correlated with the bounce rate, which had to be reduced by ricochet effect.
The teams want to improve not only loading speed, but by extension, everything that could be improved on its platforms in terms of user journey and code.
Based on an observation of Google Analytics, the technical team also aimed to equip itself and define which webperf metrics to follow in order to measure developments.
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DEPLOYMENT
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Deployment
Fasterize’s SaaS solution was deployed in 15 days , preceded by 15 days of testing for the group’s 3 sites. For each site, a development resource was requested, all coordinated by a lead , i.e. 4 people mobilized in total.
Before going into production, some changes were made to the site code to distinguish what to cache, and to ensure that certain data could only be accessed by certain profiles.
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SUPPORT
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Support
Best practices and frontend optimization techniques are automatically applied by the Fasterize engine, and Mecatechnic teams can directly monitor performance developments from their personalized dashboard via Datastudio .
This device allows for deeper analysis of the global data collected using other UX optimization solutions that Mecatechnic uses, including ABTasty and Contentsquare.
Context
Mecatechnic has existed since 1983 and initially offered services for the preparation of engines and gearboxes for motor racing such as the Paris-Dakar.
Mecatechnic then moved towards distance selling and went digital in the early 2000s with a spare parts sales site.
Specializing in vintage vehicles (Volkswagen, Audi, Porsche, BMW, etc.), Mecatechnic is aimed at connected enthusiasts who communicate a lot on social networks. To meet the demand for other niches in the auto-motorcycle market, the Group has expanded with Comptoirducabriolet.com and Motodiffusion.com, and is diversifying into French brands (the legendary Citroën 2cv and Renault 4L) to expand its offering.
The Mecatechnic site is based on a custom CMS in PHP Symfony, and records 5 million page views and 570,000 visitors each month ; as for Motodiffusion, the site is based on Prestashop and records 170,000 monthly page views for 22,000 visitors .
Today, 80% of the Group’s turnover comes from digital, and 67% of traffic is mobile.
The teams observed slowdowns reported by Google and noted a gap of almost twofold between mobile and desktop conversion rates , without managing to reduce this gap.
Goals
Mecatechnic’s objectives were precise: optimize loading times on mobile to increase conversions and thus reach the desktop level .
It was also a question of achieving a Start Render of less than 1.2 s (i.e. dividing it by almost 3).
This webperf metric which indicates the end of the blank page was chosen as a reference because the teams identified that it was the best correlated with the bounce rate, which had to be reduced by ricochet effect.
The teams want to improve not only loading speed, but by extension, everything that could be improved on its platforms in terms of user journey and code.
Based on an observation of Google Analytics, the technical team also aimed to equip itself and define which webperf metrics to follow in order to measure developments.
Deployment
Fasterize’s SaaS solution was deployed in 15 days , preceded by 15 days of testing for the group’s 3 sites. For each site, a development resource was requested, all coordinated by a lead , i.e. 4 people mobilized in total.
Before going into production, some changes were made to the site code to distinguish what to cache, and to ensure that certain data could only be accessed by certain profiles.
Support
Best practices and frontend optimization techniques are automatically applied by the Fasterize engine, and Mecatechnic teams can directly monitor performance developments from their personalized dashboard via Datastudio .
This device allows for deeper analysis of the global data collected using other UX optimization solutions that Mecatechnic uses, including ABTasty and Contentsquare.
Results
Mobile
Speed Index
Start Render
Time To First Byte
Desktop
Speed Index
Start Render
Time To First Byte
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