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How to winterize your website for maximum performance?

The Holiday Season is the busiest time of the year for the eCommerce market and your website speed will be the competitive advantage to increase conversion. Keep in mind that just one-second delay in page load time can cost you 11% fewer page views, 16% decrease in customer satisfaction and 7% loss in conversions; that’s why you have to do what it takes to improve your site performance so you don’t lose customers.

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Isabella Wills

November 12, 2021

5 min read

So, ask yourself this question? Is your online store ready for the upcoming sales and transactions rush? And if your answer is “no” or “not sure”, then ask yourself, how can you make sure nothing goes wrong? Here is what you need to know and what you can quickly fix.  

1. Optimize your eCommerce mobile version 

If it’s your case that your website is working great, don’t forget that the mobile version has to provide a seamless experience as well, since mobile eCommerce traffic is bigger than desktop traffic. According to a study from SaleCycle, smartphone traffic worldwide in 2020 was 68% for mobile and 32% for desktop; and mobile sales were at 56%, which means that the majority of conversions are happening in that scenario. 

Therefore, it is essential that you take care of issues related to Flash usage, viewport not configured, small font size, content not sized to viewport, having touch elements too close; as well as, regularly monitor the Search Console for 404s, site crawling issues, server connectivity issues, DNS issues, URL error issues, etc., so your mobile version can perform at the highest level. 

2. Get a flawless and intuitive payment checkout  

Take into account that your customers navigate your site using their fingers, and since most of them are doing it on a small mobile screen, then the checkout process has to be fast, intuitive and completely flawless. 

For BigCommerce store owners, we recommend install the Subscriptions Cloud App on their site to provide the safest, fastest and smoothest shopping experience for both mobile and desktop users; and at the same time take advantage of the different payment options the app offers, where customers can pay regular products and subscription-based products as well. 

Keep in mind that during the holidays some of your customers will probably make multiple purchases in just one transaction, and lots of them will definitely shop in a hurry, so your payment gateway not only must be able to handle any type of payments fast and easy, but you also have to pull your visitors to the checkout page even when they are just browsing your content, so you can convert more quickly. Also, remember to place the CTA or purchase button at the top of the screen for maximum visibility.  

3. Use Cloud Testing before the big days come  

Take into consideration that 64% of smartphone users expect a website to load in 4 seconds or less, and 47% of online shoppers expect webpages to load in 2 seconds or less. Therefore, if you want to avoid customer loss, we recommend you to appropriately test your site before those big sales days come, to ensure that it can handle massive traffic without compromising the speed. 

Cloud Testing is the way to go, where you can use cloud computing environments to simulate real-world user traffic and determine how your site will respond under a load, based on the different parameters you set. This type of testing will also allow you to verify how it responds on any kind of device, whether it is smartphones, desktops and even tablets. 

Additional recommendations to ensure high speed on your site  

Analyze if the eCommerce platform you are using can handle the upcoming traffic, and if not there’s always the option of performing a Platform Migration. 

You may want to read: Platform Migration Experience: WooCommerce to BigCommerce for Wordpress

We recommend that online sellers use platforms like BigCommerce and Shopify so they don’t have to worry about Image compression and optimization, setting up a Content Delivery Network or Edge Services for fast and reliable hosting.

If you are a Wordpress user, you can also add a Cache Plugin to reduce unused CSS and delay JavaScript execution so you can have a fast loading. WP Rocket 3.9 it’s a great plugin option to improve your Core Web Vitals metrics and PageSpeed Insights score. 

In addition, if your site has videos, especially in the homepage, which we understand is now the language of the internet, verify how they are embedded on your eCommerce site, because if the video is loading in another webpage inside the webpage, this will make the site more bloated. 

Finally, remember that the speed of your eCommerce is an essential element of your SEO which helps search engines’ web crawlers easily find, discover and index your content. So, if you want to have a great rank during the holidays, make the proper adjustments. 

Do you want to know if your website has the right speed and performance? Check it out here: https://gtmetrix.com/

 

And, if you want to improve your customer experience with a fast and seamless eCommerce, you can book your consultation here: https://seeed.us/ We will love to help you out.