Case studies and experiments demonstrating the impact of web performance optimization on user experience and business metrics.
Today, people have high expectations for mobile experiences. Simply loading on a mobile device is no longer enough. To keep people engaged, mobile sites must be fast and relevant.
Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:
By analyzing thousands of accounts, PPC specialists know that Quality Score has a direct correlation on your PPC success. By optimizing your Quality Scores, you’ll be setting yourself up for a higher return on investment (ROI). That’s because higher Quality Scores correlate with a lower cost per conversion! Generally speaking, the higher your Quality Score, the lower your cost per conversion. Remember, a high-Quality Score is Google’s way of saying that your PPC ad meets your potential customers’ needs. The better you are at meeting the prospect’s needs, the less Google will charge you for the ad click.
Recognizing the role of mobile as a bridge between the online and offline worlds prompted Zitmaxx Wonen to undertake a project to improve the speed and usability of their mobile site. In the past, the brand’s mobile site design and user experience weren’t extensively tested for speed and conversion performance. Because of its dual role as a starting point for both online purchases and physical store visits, Zitmaxx Wonen and Hipex decided to focus first on the site’s homepage. With these improvements in place, Zitmaxx Wonen achieved a maximum score of 100 on PageSpeed Insights, and a load time of 3 seconds on Test My Site – significantly outperforming their category average of 4 seconds. In addition to improving speed and accessibility, key business metrics have also improved since the launch of the updated mobile site: mobile conversion rates are up by 50.2%, while mobile revenue has increased by 98.7%.
COOK suspected that slow load times were negatively affecting its business. But it couldn’t prove it. It, therefore, needed a reliable way to measure and analyze its website’s performance. It also needed to understand how performance was influencing customer behavior. Combining insight from Real User Monitoring (RUM) and Synthetic Monitoring, NCC Group helped COOK improve load times by almost a second. RUM was then able to show how this improvement increased conversion rate by 7%, cut the bounce rate by 7%, and increased customer engagement by 10%.