I subscribe to emails from digitalcommerce360 (formerly Internet Retailer). Below you can see a subject line. If you want to read the article, which I would only recommend doing as a way to understand how the media is in cahoots with advertisers, you can do so here.
So the gist of the article is that using a vendor called Yottaa the site got 30% faster (hard to measure this in reality) and conversion rate went from 1% to 2%. But oh, also, all 100 of the Snipes stores were closed during this time. And therefore ecommerce conversion rate was likely to go up anyway.
And let’s think about sneakerheads for a minute. These are the same people who will go to great lengths to buy a specific limited edition shoe, and yet they won’t wait a half a second more for a web page to load?
I’m also speaking from experience in that when we redesigned our website we increased the speed but didn’t see as significant increase in sales as all the stats lobbied around would have indicated. It turns out that pricing and merchandise are more important than site speed, at least as long as your site is usable by today’s standards.
So what am I going to do? I’m going to hit unsubscribe.
