Web Performance and Conversion Optimization

How to measure site performance in real-time and collaborate to optimize conversions
Having an online presence has not been a differentiation strategy for a long time. It is not enough to have a website, content pages and various technologies if this channel is not optimized to assist brands with the sales process. However, among digital channels, the site is still – for many – the most important one. There is an excellent effort of people, Technologies, and money to connect potential customers with products and services spread across the web and finally convert them into customers. While websites must have traffic, it is equally important that your page has performance standards that facilitate users’ experience. No one likes to access slow pages, which partially load content or prevent fluid navigation.

Performance problems affect the experience of those who access the page but also result in low grades in the Speed Index and indicator that makes up Google’s Quality Score. This is one of the metrics, which are a proxy to user experience by considering the loading of content in the measurement. Also, a lousy Speed Index negatively affects results on search engines, increasing dependency in paid media, while at the same time, increases your media costs.

A problem of experience on web pages

A major Math client working in the financial segment was facing problems with loading time of their pages, with some lasting from 15 to 20 seconds. Google Analytics was not able to provide a sufficient sample to identify problems, and the user experience remained impacted.
Our client needed detailed tracking of the loading performance of their pages to improve the user experience and optimize conversion.

Speed Index measurement solution

We worked closely with our client to apply our Speed Index monitoring solution – BOLT, a product developed by Math that is part of ourCRO strategy solutions package.

BOLT allowed testing the Speed Index of several pages throughout the day and summarizing the results on a Dashboard, highlighting those whose performance was below par. The client, in turn, was able to follow the results graphically and objectively and extract detailed reports from the BOLT to act in abnormal situations.
BOLT also allowed detailing the performance of each page over time, as well as accessing information about each test. The client has access to a report with all the elements loaded on the pages to obtain those that have made the most impact on the visitor’s experience.

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Why Speed Index?

Because it is the metric that comes closest to user experience, technical metrics such as load time do not consider whether the user viewed the information they needed and may distort the actual understanding of the pages’ performance.

Speed Index is a speed metric evaluated by % of page load.

Conversion Rate Optimization

After the implementation of BOLT, our client began to have a better understanding of elements that detract from the experience of their pages. It became easier to perform tests and understand how each functionality complemented the site load.
With this view, it was possible to prioritize problems and review contents and scripts that were generating experience issues.
Facilitating website navigation is one of the jobs needed to convert visitors into customers. With this investment, our client got better navigation times with less rejection and significant improvement in conversions from the site.

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