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Case Study: How Improving Page Load Speed Helped An E-com Store In Improving Its Paid Ads Performance By 12%

Trilok Hebbur
November 5, 2019

Background:

Initially, Teepinch approached Polymathic Guru to help them with their SEO. We had a look at their e-com store and suggested we improve the page load speed as it affects their SEO and of course their overall conversion irrespective of the marketing channel used (Paid Ads, Social, SEO, etc).


Below are the website stats when they approached us. 



Below are the stats from their Facebook Ad account.



As you can see in the image above, 12% of the users never waited till the page loaded! (the difference between Link clicks and Landing Page Views)


What We Did:

After carefully analyzing the GT Metrix report and checking the code on the Teepinch website, there were 2 things we did. 


  1. We optimized the e-com store using the best practices so it resulted in a decrease in page size and the number of requests thereby increasing the page load speed.
  2. We carefully analyzed the apps they were not using or were not producing enough ROI and advised them to uninstall them. Some of them were badly coded as well and affecting the page speed. 


Results:


Below are the results after we started optimizing the website.



As you can see the Page size has gone down by ⅓ and the number of requests has gone down by ~20%.


Note that fully loaded time is a false metric to measure the performance. It can vary a lot because of the 3rd party plugins, tracking pixels, etc.


Below are the stats from their Facebook Ad account.



As you can see from the stats above, almost ~99.6% of the people who click on the link are landing on the e-com store. 


Teepinch was losing close to 12% of its potential revenue because of the Page Load Speeds!


Now after improving the Page Load Speed, they are seeing increasing conversion across all marketing channels. 


If you want us to help increase your revenue by optimizing your e-com store, let us know here


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