Gains constatés sur les conversions – cas réels
Nous avons sélectionné quelques études et retours d’expérience concernant l’impact des performances web sur les conversions (vente, nombre de pages vues, augmentation de trafic, SEO). Ces études sont à prendre avec du recul, elles sont pour la plupart parties prenantes, mais nous vous les partageons pour information.
| Sociétés | Optimisations | Gains sur les revenus | Autres gains |
| iCook | 15% CLS | 10% sur le CA | |
| Tokopedia | 55% sur le LCP | 23% sur le CA | |
| Vodafone | 31% LCP | 8% sur le CA | 15% sur le trafic |
| Yahoo Japan | 50% sur le CLS | NC | 15% en plus de pages vues |
| Yelp | 45% sur le FCP | 15% sur les conversions | |
| NDTV | 55% sur le LCP | | 50% sur le taux de rebonds |
| Bridemaid | 43% sur les temps de chargement | 30% sur les conversions | 8% sur le taux de rebonds |
| Agrofy | LCP, FCP, chargement total | ++ sur les conversions | 76% sur le taux de rebonds |
| SportsShoes | accès mobiles | 41% sur les conversions | |
| SnipesUSA | 30% sur les temps de chargement | 100% sur les conversions (x2) | |
| Rossignol | 1,9s sur les temps de chargement | 94% sur les conversions | |
| … | | | |
Etudes performances web en 2021
iCook improved CLS by 15% and saw a 10% increase in ad revenue as a result.
Vodafone improved their LCP by 31%, resulting in an 8% increase in sales, a 15% increase in their lead to visit rate, and an 11% increase in their cart to visit rate.
Yahoo! Japan News reduced CLS by .2, decreasing the number of URLS with poor performance in search console by 98%. As a result, they saw a 15.1% increase in page views per session, 13.3% longer session durations and a 1.72 percentage point decrease in bounce rate.
Yelp reduced First Contentful Paint (75th percentile) by 45% and Yelp Page Complete (75th percentile) by 25% and saw a 15% improvement in their conversion rate.
Etudes performances web en 2020
NDTV, one of India’s leading news stations and websites, improved LCP by 55% and saw a 50% reduction in bounce rate.
Bridesmaid dress retailer Revelry relaunched its ecommerce site on an updated version of its ecommerce platform and with smaller images. The site loads 43% faster, bounce rates have decreased 8% and conversion is up 30%
After making improvements to multiple performance metrics (including LCP, CLS and Long Task time), Agrofy saw a 76% reduction in their abandonment rate and a significant boost in engagement.
SportsShoes.com found that faster-than-average mobile visits were 41% more likely to convert than slower-than-average visits.
SnipesUSA.com decreased page load speed by 30% and saw its average conversion rate double to from 1% to 2%.
Rossignol.com improved their load time by 1.9 seconds and cut their Speed Index by a factor of 10, contributing to a 94% improvement in conversion rate when compared to the year prior.
A Google study over millions of page impressions found that when a site meets the recommended thresholds for the Core Web Vitals metrics, users are at least 24% less likely to abandon a page before it finishes loading.
ALDO found that on their single-page app, mobile users who experienced fast rendering times brought 75% more revenue than average, and 327% more revenue that those experiencing slow rending times. on desktop, users with fast-rendering times brought in 212% more revenue than average and 572% more than slow.
Etudes performances web en 2019
When Google Search started using speed as a (very small) ranking signal, they saw a 15%-20% improvement in user-centric perf metrics of pages loaded from search results and a 20% reduction in abandonment.
Etudes performances web en 2018
Radins.com improved their Speed Index by 51% for the desktop experience and saw a significant increase in conversion (+12%) and a drop in the bounce rate (-25%).
Furnspace reduced their image payload by 86% resulting in a reduction in load time of 65%. This improved user experience helped double Furnspace’s eCommerce purchase conversion ratio, cut bounce rates by 20%, increase mobile revenue by 7% and dramatically improve SEO.
Carousell reduced page load time by 65% and saw a 63% increase in organic traffic, a 3x increase in advertising click-thru rate and a 46% increase in first-time chatters.
Web studio Sparkbox more than doubled Driver Solutions’ conversion rate for organic traffic, moving it from 2.69% to 5.57% after deploying performance updates and AMP pages.
Tokopedia reduced render time from 14s to 2s for 3G connections and saw a 19% increase in visitors, 35% increase in total sessions, 7% increase in new users, 17% increase in active users and 16% increase in sessions per user.
Fashion retailer Missguided removed BazaarVoice for Android visitors. Median page load time improved by 4 seconds, and revenue increased by 26%
Conclusion
Dans tous ces exemples, les optimisations réalisées ont eu un impact important sur les performances financières des sites. Nous avons également constaté cela chez bon nombre de nos clients (en moyenne + 17% de taux de conversion).
Les optimisations des performances Web sont souvent assez simples à mettre en œuvre et amélioreront le ressenti des utilisateurs. Les Core Web Vitals constituent une bonne base pour commencer les travaux d’optimisation. Ce sont des indicateurs mis à disposition par Google, pour mesurer quelques points clés du chargement d’une page. Un bon score améliore le référencement dans les annuaires de recherche, puisque les algorithmes Google vont s’appuyer sur ces métriques pour décider le classement des pages.
Attention toutefois : les métriques proposées par Google reposent sur des tests faits dans un contexte donné et sont loin de représenter l’ensemble des internautes qui viennent sur votre site. Seuls les outils de type RUM (Real User Monitoring) pourront vraiment mesurer l’ensemble des contextes.
