Web Performance campaign to boost conversion rates
The web performance initiative carried out by Prezentmarzen.com in partnership with Onely highlights that page speed is a crucial yet often overlooked factor for business success—it can substantially boost profits across various channels with minimal development investment. Here's a summary of their page speed improvements: the average loading time for desktop devices decreased from 5.00 to 1.43 seconds, while for mobile devices, it dropped from 5.11 to 1.52 seconds. The impact on business metrics was significant: the conversion rate for direct traffic surged by 93%, organic traffic conversion increased by 34%, and the conversion rates for Google Ads traffic rose by 40% on mobile and 45% on desktop. About the campaign, web performance optimization is not typically seen as a revenue-boosting strategy. However, studies demonstrate that a fast and responsive website is essential for enhancing user experience. Onely prioritized improving the speed of Prezentmarzen.com for mobile users, who represent 70% of total site traffic. The focus was also on enhancing Core Web Vitals, as these are a factor in Google rankings. The results were impressive: by reducing average load times by 60%, the overall conversion rate increased by 33%. Consequently, in May 2021, Prezentmarzen.com achieved record-breaking revenue growth of 113% compared to the previous peak month, December 2020, just five months earlier.