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The Site Optimization Guide for Better Conversions



Online shopping is a completely different genre of business. Unlike traditional methods of shopping, online shopping is faster and extremely convenient. So, the dictum ‘patience is virtue’ does not apply for this type of commerce.  A second’s delay on the site can reduce page views, user experience, customer satisfaction and drop conversions drastically. Regardless of saying, the speed of the site also affects the organic search rankings for the e-commerce store.

Any company, big or small, planning to make its mark in the e-commerce industry needs to adhere to the standard setup to ensure they enjoy smooth business functioning.

Interesting Facts to Know

If you think performance optimization of an online store is not that crucial for its growth and development. Here are some interesting facts that will make you think twice:

  • Most customers wait for about 3 seconds for a website to load on their desktop.
  • For mobiles, they wait for 5 seconds.
  • Google algorithms include page load time as one of the primary factors for search engine ranking.
  • Amazon found out that if their page slows down by a second, they lose $1.6 billion a year.

How Do You Know Website Load Time

After learning few important things about website load time, you would surely like to know ways through which you can calculate your website’s speed. To do so, there are few useful tools that offer accurate results. Use any of them to understand your website performance.

Optimizing Images- Primary Check To Perform

Several factors are responsible for the load time and speed of a site; however, for e-commerce sites images play a vital role in its slow loading. As these websites have several kinds of products to offer, they have several images associated with all those products. The large number of files in both quality and size needs optimization. Here are a few things you can try:

Scale the images– Most pictures come with a huge file size. Though webmasters scale down these images with CSS, they do not realize that the browser loads these images at its full size. So it is essential to scale them before upload or by compressing them.

Use right image file– There are 3 types of image file, JPEG, GIF, and PNG. Use the right kind of file on your site for optimal results. For e-commerce stores, JPEG files are the best as they offer clarity, but where clarity and quality of the image is not important try using other file types.

Use one image several times– To reduce the image bandwidth, same images can be used multiple times anywhere in the site. The logo, header and the menu images remain the same for e-commerce sites most of the time. Using one image of each on the site for several times will help boost site speed.  The browsers can load the same pictures from the browser cache while viewing another page of the same site.

Browser Cache- Another Factor to Look For

Enabling browser caching will allow you to temporarily store some data on the visitor’s computer. This in return will allow certain redundant images to load on the visitor’s browser without taking much time to load. Check your server-side cache settings. If you have the right professionals working for you this will be a cakewalk, as an alternative you can talk to the hosting company.

Compression-Saving Some Space

Saving some space on the server reduces load time and to do this you have to put your website into a zip file.  Compression does the same. It reduces the page size and kicks up the speed. Compression is basically a server setting and for its implementation you need to check your web server.

Keep JavaScript’s below Folds

JavaScript files have a tendency to load after the rest of your page, but that can be changed. Plan to put them before the content and they will load before the content does. Place external JavaScripts at the bottom of the page and before the end of the body tag. Another method to try for more control is to use the ‘async’ or ‘defer’ attributes during the placement of any external .js file.

Bucketkart and Rasbor Collaborate to Optimize Site

Bucketkart, a start-up offering grocery and daily household items in Bangalore, Mysore and Bokaro wanted performance improvement for their e-commerce site. They were facing several technical glitches that interfered with the performance of the website and smooth viewing for visitors on the site. Keeping in the mind the impact that an unoptimized site lends to business, Bucketkart came to Rasbor.

Rasbor, a reputed digital transformation agency came to its rescue. Having the similar kind of complex and execution oriented business, Rasbor and Bucketkart were a perfect match to work together. With an optimistic growth picture Rasbor started its operation to make Bucketkart a highly optimized online grocery store.

Rasbor began by reducing the image size for all products; as a result, the load time on server was boosted. Then the CSS scripts were consolidated to a single external style sheet giving admin total control of the site’s front end. Further Google API jQuery links were removed. Gzip compression was done for performance improvement. Finally, proper cache configuration was completed, thereby, resulting in less load on server, less number of HTTP requests and decreased load time.


Online users today demand a richer online experience and to cater to this request companies keep on adding pages. With time there will be more CSS tricks, flashier JavaScript and several other factors to weigh down the speed and performance of a site. However, new trends and tricks too will keep on emerging to deliver better customer visit experience to different e-commerce sites. It is always better to keep a check on your site and do proper maintenance from time to time. This way your website will function smoothly and bring in more conversions.

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The Site Optimization Guide for Better Conversions