When it comes to Conversion Rate Optimization, site performance is often overlooked by merchants as a factor that contributes to their store’s conversion rate. In recent years there have been numerous studies that point to site performance as one of the key contributors to whether a customer makes a purchase or not.
For example, a recent Forrester Consulting study (commissioned by Akamai in 2017) found that:
What’s your site speed?
There are many free web tools that test and diagnose your website’s performance. Our favorite tool is Pingdom Tools, which identifies how long your web page takes to load, across different devices, and locations. It generates a report which lets you know what’s causing your website to run slowly. Test your website’s speed to see how your website performs.
1. Uninstall unused apps on your store
E-commerce apps are a fantastic way to add more value & functionality to your store. However, if you find that you are no longer using an app you had previously downloaded, it is highly recommended that you uninstall the app, and remove any code this app may have installed on your store. Uninstalling unused apps is important– they are silently running in the background, hurting your eCommerce site performance.
2. Optimize your images
Images account for 50% – 75% of your web pages’ total weight. The higher-quality your images and the more you host on each product page, the larger that number gets. Optimizing your images is also a great way to help with your store’s SEO: a faster-loading web page has a direct relationship with where you rank on key search engines.
We recommend using an image optimization application, such as Bulk Image Edit by Hextom. This will optimise all your store’s product images automatically, without losing quality. For one-off image optimization tasks, we use TinyPNG.
3. Avoid Redirect Loops
Redirects take a URL that would ordinarily result in a 404, and send you to a relevant page. These are invaluable for changing the structure of the site.
However, each redirect is a separate request to the server. What does this mean? Every time there is a redirect, your load time increases. So if you have a redirect from Page A to Page B to Page C, consider changing it to go from Page A to Page C.
You can do this with a Chrome add-on called Redirect Path. If you activate this tool on any webpage, it will show you the server requests your browser has made in order to serve you the webpage. If you see multiple redirects, consider updating them in Shopify’s Redirect Manager.
Next week: How to create a winning product page that converts.
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We work with clients on a month-by-month basis to provide custom analysis & data-driven strategies, to optimise and increase online conversion rates for eCommerce & business websites.
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