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 [email protected] @jacknorellOrganic Performance Client and Product Development Lead