How mobile U/X and higher pagespeed won us 500% more revenue by Jack Norell, SEM Days 2015

How John Varvatos Increased Mobile Revenue 500%By Jack Norell

This case study reflects the work done by

John Varvatos and the New York City client team,Ricardo Gamez and Rivka Fogel.

The Situation

John Varvatos, a U.S. luxury fashion retailer,

launched its new responsive website in Mar ’15

to meet higher mobile search demand.

“For Google [US], … in November [2014], mobile traffic surpassed the

quantity of visits from desktop”

Source: http://bit.ly/1G8r8Co

The new site improved performance at launch:

The new site improved performance at launch:

+29%

CVR

The new site improved performance at launch:

+29%

CVR

47%

Speed

The new site improved performance at launch:

+29%

+47%

CVR AOV

47%

Speed

The new site improved performance at launch:

+29%

+47% +196%

CVR AOV RpV*

* Revenue per Visitor

47%

Speed

Together with mobile organic traffic increasing by63%, this helped grow mobile YoY revenue in

March ’15 by 114%

But we knew the site could do better on mobile.

And the Google Pagespeed Insights score was 14/100

The Challenge

Together with Forward3D, John Varvatos set out

to leverage the new responsive ecommerce siteacross mobile shopping.

With better pagespeed, we anticipated that

conversion rate would increase together with

better keyword rankings.

I.e. more transactions, more revenue, higher RpV

Taking Action

Mobile Audit

Viewport updates

Internet Explorer

Mobile Update

Mobile Audit

Viewport updates

Internet Explorer

Mobile Update

Mobile Audit

Viewport updates

Internet Explorer

Mobile Update

Mobile Audit

Viewport updates

Internet Explorer

Mobile Update

Mobile Audit

Viewport updates

Internet Explorer

Mobile Update

Mobile Audit

Viewport updates

Internet Explorer

Mobile Update

Viewport updates

Internet Explorer

Mobile Update

Mobile Audit

Viewport updates

Internet Explorer

Mobile Update

Mobile Audit

Viewport updates

Internet Explorer

Mobile Update

Pagespeed Audit

IE Issues Fixed

Viewport updates

Internet Explorer

Mobile Update

Pagespeed Audit

IE Issues Fixed

Viewport updates

Internet Explorer

Mobile Update

Pagespeed Audit

IE Issues Fixed

Viewport updates

Internet Explorer

Viewport updates

Internet Explorer

Mobile Update

Mobile Audit

Viewport updates

Internet Explorer

Mobile Update

Mobile Audit

Viewport updates

Internet Explorer

Mobile Update

Pagespeed Audit

IE Issues Fixed

Viewport updates

Internet Explorer

Mobile Update

Pagespeed Audit

IE Issues Fixed

Viewport updates

Internet Explorer

Mobile Update

Pagespeed Audit

IE Issues Fixed

Viewport updates

Internet Explorer

Pagespeed Audit

IE Issues Fixed

Image Optimisation

ieMobile Update

Pagespeed Audit

IE Issues Fixed

Image Optimisation

ieMobile Update

Pagespeed Audit

IE Issues Fixed

Image Optimisation

ieMobile Update

Pagespeed Audit

IE Issues Fixed

Image Optimisation

ieMobile Update

Pagespeed Audit

IE Issues Fixed

Image Optimisation

ieMobile Update

Pagespeed Audit

IE Issues Fixed

Image Optimisation

ieMobile Update

Pagespeed Audit

IE Issues Fixed

Image Optimisation

ieMobile Update

Pagespeed Audit

IE Issues Fixed

Image Optimisation

ieMobile Update

Results

Mobile Google Pagespeed Insights score now 49/100

Pagespeed improvements:

Mar-15

Apr-15 May-15

Jun-15 Jul-15 Aug-15

-

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

0.000%

0.050%

0.100%

0.150%

0.200%

0.250%

0.300%

0.350%

0.400%

0.450%

0.500%

–30%

+132%

Pagespeed improvements:

Mar-15

Apr-15 May-15

Jun-15 Jul-15 Aug-15

-

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

0.000%

0.050%

0.100%

0.150%

0.200%

0.250%

0.300%

0.350%

0.400%

0.450%

0.500%

–30%

+132%

Google Score14/100

Pagespeed improvements:

Mar-15

Apr-15 May-15

Jun-15 Jul-15 Aug-15

-

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

0.000%

0.050%

0.100%

0.150%

0.200%

0.250%

0.300%

0.350%

0.400%

0.450%

0.500%

–30%

+132%

Google Score49/100

Google Score14/100

Pagespeed & Conversion Rate:

Mar-15

Apr-15 May-15

Jun-15 Jul-15 Aug-15

-

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

0.000%

0.050%

0.100%

0.150%

0.200%

0.250%

0.300%

0.350%

0.400%

0.450%

0.500%

–30%

+232%

Mobile Revenue per Visitor:

Mar-15

Apr-15 May-15

Jun-15 Jul-15 Aug-15

$-

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

$1.80

$2.00

+234%

Mobile Revenue per Visitor:

Mar-15

Apr-15 May-15

Jun-15 Jul-15 Aug-15

$-

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

$1.80

$2.00

+234%

+498% YoY

Mar-15 Apr-15 May-15

Jun-15 Jul-15 Aug-1590

100

110

120

130

140

150

0

50

100

150

200

250

300

350

400Mobile Visits:

+18%

Mar-15 Apr-15 May-15

Jun-15 Jul-15 Aug-1590

100

110

120

130

140

150

0

50

100

150

200

250

300

350

400Mobile Visits & Revenue:

+18%

+276%

Mar-15 Apr-15 May-15

Jun-15 Jul-15 Aug-1590

100

110

120

130

140

150

0

50

100

150

200

250

300

350

400

+18%

+276%

Mobile RevenueYoY +673%

Mobile Visits & Revenue:

Taken together, the uplift gained from mobile-

friendly fixes and pagespeed optimisation

increased YoY mobile revenue by 372% since March

Next Steps

There are still a number of things to optimise;

Remaining banners, # of HTTP requests, defer and combine JavaScript, and other areas.

Your Takeaway

Focus on high importance areas with mobile UX

and pagespeed work. Relatively small changes

can quickly drive significant results.

Jack Norelljack.norell@forward3d.com @jacknorellOrganic Performance Client and Product Development Lead