5.6 seconds faster, millions in revenue: unlocking conversion for a leading UK electronics retailer
5.6s
Page-load time improvement
11%
Step-change in LCP
512KB
Removed from page weight
The challengeA large electronics retailer knew slow website performance was costing conversion, and needed fast, measurable results with minimal dependencies.
Service lines
Digital DataMarketing Technology
The outcome5.6-second page-load improvement and an 11% step-change in LCP, translating to multi-million-pound revenue upside in an 8-week engagement.
Client Situation
- The client was aware that their website speed was driving slow performance and impacting conversion rate growth, and asked us to identify and quickly deliver improved performance.
- Loop Horizon identified that optimising the client's tag implementation was a fast way of driving performance improvement, with limited dependencies that could slow down parallel optimisation projects.
- Critically, full site capability needed to be maintained and there could be no detrimental side effects to adjacent performance metrics.
Our Contribution
- JavaScript optimisation: removal of several redundant tags (including the soon to be deprecated Google Universal Analytics) and cleaning up data-processing, optimised scripts that had their own bespoke data transformations, aligning them all to one single data model.
- Adobe server-side migration: took the Adobe tool suite and moved them to Adobe's server-side instance, via Adobe's WebSDK. Adobe Analytics and Adobe Target were moved to a combined single JavaScript library and data stream.
- Content providing script optimisation: reviewed content providing scripts, identifying opportunity to move selected items higher in the load-order, without detrimental impact to functional site performance.
Results
- Loop Horizon delivered up to 5.6-second page-load improvement for all pages across the client website and removed up to 512 kilobytes from the page.
- Content providing scripts were moved earlier in the load order to deliver a quicker end-user experience. Combined with the reduction in JavaScript, this delivered the improvement in LCP (Largest Contentful Paint).
- The client had tracked LCP historically, and on the day of the roll-out, there was a persistent step-change in LCP of 11%.
- A direct A/B deployment was not feasible for this project, so P&L impact needed to be inferred. Comparable studies demonstrated improvements on this scale would translate to multi-million-pound revenue upside for our client, providing extraordinary returns on what was an agile 8 week engagement.