A review from the Edgemesh (https://edgemesh.com) team on the impact site performance has on E-Commerce conversion rates, Bounce rates, and Total Revenue. Includes details on how best to measure and most importantly IMPROVE your site speed because ... #SpeedMatters ©2020 Edgemesh Corporation https://edgemesh.com

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Prepared By:
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Web Performance Impacts on
E-Commerce Sales & Marketing#SpeedMatters

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Let’s Talk About Speed
Page speed is like a bullet.
A fast site can be the silver bullet for problems like
conversion rate, abandonment rate and ARPU.
A slow site can be the bullet that kills the business.
“
”

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1st Order Impacts
2nd Order Impacts
Measure and Improve
Conversion Rate Total Revenue
Search Rank Ad Relevancy & Cost
Real User Metrics Real-world Tools
Overview
How page speed directly impacts
your business
How page speed indirectly impacts
your business via others
How to accurately measure and
optimize your store’s speed

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1st Order Impacts | Conversion Rate
Conversion Rate
Decreasing a store’s load time from
5 seconds to 3 seconds, increases
its conversion rate 91%*
*Median improvement across 297 stores, 2019

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1st Order Impacts | Conversion Rate
14%
33%
57%
91%
140%
219%
0%
50%
100%
150%
200%
4.5 4 3.5 3 2.5 2
ConversionRateImprovement
New Site Speed in Seconds
Conversion Rate Improvement On a 5 second Site
Conversion Rate Improvement

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1st Order Impacts | Conversion Rate
Retail Fashion
Improved Time to Interactive from 4.2s to 3.5s
Increased conversion rate by 81%
Retail Beauty
Improved Time to Interactive from 4.2 to 3.7s
Increased conversion rate by 83%
Retail Health
Improved Time to Interactive from 4.8 to 3.9s
Increased conversion rate by 46%
Wholesale
Improved Time to Interactive from 2.1 to 1.5s
Increased conversion rate by 47%

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1st Order Impacts | Total Revenue
Total Revenue
As conversion rate increases, ARPU
naturally increases - but faster sites
also see higher checkout values.
*Median improvement across 297 stores, 2019

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1st Order Impacts | Total Revenue
To help get an estimate
of total revenue impact,
Google even provides a
free tool at Think With
Google.
https://www.thinkwithgoogle.com/feature/testmysite/

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Retail Fashion
Improved Time to Interactive from 4.2s to 3.5s
Total revenue increase 54%
1st Order Impacts | Total Revenue

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Search Rank
2nd Order Impacts | Search Rank
https://developers.google.com/web/updates/2018/07/search-ads-
speed#speed_is_now_a_landing_page_factor_for_google_search_and_ads_2
Google has built tools to measure
speed, opened their speed database
(CrUX) , publicly stated speed is a
major ranking factor and put speed
directly into search console.

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Ad Relevancy & Cost
2nd Order Impacts | Ad Relevancy & Cost
“If it takes too long for your website to
load when someone clicks on your ad,
they’re more likely to give up and leave
your website. This unwelcome behavior
can signal to Google that your landing
page experience is poor, which could
negatively impact your Ad Rank.”

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#SpeedMatters
Search Rank Ad Relevancy & Cost Bounce / Bail Rate
Conversion Rate Total Revenue
Pages / SessionCart AbandonmentTime on Site
NPS

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How Fast is Your Site?
Measure and Improve
Drives SEO and
Bail Rate
Drives Bounce Rate,
Conversion Rate,
Abandonment Rate

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Synthetic Testing Tools Real User Metrics
Measure and Improve | Synthetic vs. RUM

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Measure and Improve | crux.run
Google uses Chrome Real User
eXperience data for speed ranking.
This is real data collected from every
Chrome user.
Crux.Run is a tool that displays this data
for you, and includes the bands for what
Google considers “Fast” vs. “Slow”.

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Measure and Improve | Page Speed Insights
Page Speed Insights is a hybrid
tool.
PSI has both Real User Metrics
(from CrUX) and synthetic
metrics (from Google Lighthouse)
Real User Metrics
vs.
Synthetic Metrics

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Measure and Improve | Tools of the Trade

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Measure and Improve | Making Your Store Faster
Two Places You Can Optimize
Hosting Provider
Content Delivery Network
Compression
HTTP/2
Image Optimization
Browser Cache
Lazy Loading
Minimize 3rd Party Links
Preload and Pre-Cache
Service Workers
Server Side Client Side
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Measure and Improve | Next Generation
Next Generation Client Side Tools
Take advantage of the
power of the browser.
Can materially impact page
performance via a line of
code.
Work on managed
platforms.

20. Edgemesh Corporation | Technical Overview https://edgemesh.comEdgemesh Corporation | Technical Overview https://edgemesh.comEdgemesh Corporation #SPEEDMATTERS
Prepared By:
edgemesh
https://edgemesh.com
#SpeedMatters
https://edgemesh.com
https://crux.run
https://docs.crux.run