An eCommerce Conversion Optimization Fact You Need to Know

There are many ways to achieve eCommerce conversion optimization.

Web development. Content delivery network. Image compression. Internet speed.

The factor you’re not addressing, but need to be, is Internet speed. The speed your data loads from your cloud or host provider to your users. Your network latency.

Is network latency negligible?

No, because speed isn’t negligible.

ECommerce conversion optimization is all about speed. Speed will improve conversion rates, revenue, and search rankings. Lowering network latency is one way to get there.

What is the one eCommerce conversion optimization fact you need to know?

Network latency.

Your eCommerce shop speed is the conversion optimization factor you need to address, and you’re currently not optimizing network latency.

Here, we will look at four ways to improve the speed of your eCommerce site.

Your Content Delivery Network is Not Enough

Your content delivery network (CDN) is helping you increase the speed of your eCommerce shop. The problem is that it primarily benefits static content loading speeds. That means about a third of the content on your site is not being optimized.

Your CDN is good at caching your static content close to your users. Where your content delivery network is struggling is in the delivery of dynamic content.

Static content on your eCommerce site consists of JavaScript and CSS files, as well as any PDFs you might have for resources. The bulk of the content that is going to benefit from your CDN is your product images and product pages. These pages will load fast as they are cached close to your globally distributed customers.

Dynamic content is going to consist of your customer accounts, website search, shopping cart, and check out. Of these four areas, your shopping cart and check out speed have a direct correlation on revenue. These areas are where network optimization will improve performance.

Your CDN, although they might claim they are using dynamic content acceleration, can benefit you little in these areas.

This means you are leaving your speed in the hands of the congested Internet.

Dynamic Content is Killing Page Speeds

Dynamic content is killing your current page speeds.

According to Amazon, every 100 ms in network latency is 1% in revenue.

This is a well-established fact, and with more website content becoming dynamic, it can be greatly improved.

Dynamic content is a double edged sword. While it helps boost conversion rates by adding personalization, its slower load times hurt conversion rates. This is why optimizing the speed of dynamic content is the only way to make the most of yoour website personalization.

The main factor causing dynamic content to load slow, and a CDN not being beneficial, is it is always requested from its place of origin. This means the content has to travel geographically longer distances. The result is longer load times. Unfortunately, there is no way to decrease this distance for dynamic content.

The solution is to address the network latency and bandwidth factors associated with the page load speeds.

Website Conversion Points Have Dynamic Content

Dynamic content speed is a concern because the most important conversion point on your eCommerce website is dynamic content. Your shopping cart.

Slow shopping cart speed is one of the main factors contributing to high shopping cart abandonment rates. The cause of slow updating is the fact that all updates need to travel to origin servers, which are not geographically close to your users.

According to Walmart, 1 second in page loads is 2% in revenues.

Thus, improving your shopping cart speeds will directly impact your sales. To impact this speed, you will need to address the speed data travels from your host to your users.

Network Latency Optimization is the New Frontier

Now it is time to get technical. To address the speed data travels from your servers to your users, we have to address network latency.

Simply put, network latency is the speed of a single piece of data to travel from one location to another. Think of it as cars on a highway. The highway is the Internet and the car is your data packet. The speed of the car is the equivalent of Internet latency.

When driving, the less traffic there is and the faster you drive, the faster you reach your destination. The same goes for the Internet and network latency. By increasing the speed that your data is traveling, you can increase load speed.

Most websites have optimized with web development best practices, now it is time to optimize speed. This can be accomplished through dynamic content optimization, and network latency optimization.

The one eCommerce conversion optimization fact you need to be addressing is speed. This is the speed of your network connection — network latency — and dynamic content loading.

Speed is the difference between a sale and an abandoned shopping cart.

Article originally published on the Datapath.io Blog.