We have all experienced that - the slow, painful and frustrating moment when we wait for a page to load. Slow site speed doesn’t only affect the conversion rate, it also risks the Google search ranking. At FabKids, data showed that our average page load time on the impacted pages was up to 15 seconds. In reviewing our traffic growth, site speed became the crucial optimization project in 2017.
By addressing the site speed inefficiencies, page load decrease from 15 seconds to 3 seconds and a 5% increase in site conversion on impacted area.
I have omitted confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of FabKids.
So, How’s Slow?
We learned from customer reviews and Google Analytics that some of our key conversion pages were loading unexceptionally slow, ranging from 8 seconds on shoes shopping page to 15 seconds on post registration page that display all shoes and outfits images.
Before moving head-on into the design phase, I gave my assessment on the load/ performance issues and recommendations on how to improve the wait-time experience, first by defining the areas for the deep-dive research:
What are the different mobile and desktop trends?
What are general user expectations?
What are those most-engaged elements on slow loading pages based on heat maps and click maps?
What are the different loading solutions?
As a team, we did our best to diagnose potential performance problems on a page and as the UX designer, my prime role was to be the advocate for optimizing the perceived experience, by adhering to the following rule:
After presenting the research and recommendations with the product team, we broke the project down into three key parts:
As a result of solutions that address the site speed inefficiencies, page load decrease from 14 seconds to 3 seconds and a 5% increase in site conversion on impacted areas. With our confidence reinforced by trial execution, we rolled out these new features to all users after two weeks of A/B testing.