Why web performance must be at the heart of e-merchant strategy

by bold-lichterman

Parisian start-up specializing in web performance for e-commerce, Quanta was launched in 2012 by two experts: Romain Lamaison and Guillaume Thibaux. The team has developed a SaaS tool for brands, web agencies and web hosts. Today, famous brands (Bayard Presse, Du Pareil au Meme, Aubade, The Kooples), but also hosts (NBS Systems, Oxalide,…) and web agencies (Dn’D, Soon, Bluecom,…) use Quanta daily.

Frenchweb: What are the challenges of web performance in 2017?

Romain LAMAISON, CEO and Co-founder: Web performance today has multiple impacts on e-commerce sites, the 2 most obvious being:

  • The faster and more stable a site, the better it sells because visitors stay longer, see more pages and are not interrupted in their purchase intentions

  • The search engines being based in part on the speed of the sites as well as their stability for their referencing, it is a differentiating factor compared to the competition

Having a successful e-commerce site has multiple implications, but the key is anticipation! It is therefore necessary to constantly monitor its performance (page loading speed, server response time, number of simultaneous visitors, business data, etc.) and use all this data to act efficiently and optimize your site as much as possible.

We see more and more that web performance is at the heart of technical, marketing and sales processes. It is no longer just a technical issue carried by the CIOs, but a strategic issue carried by the general management. Internet users are more and more “zappers” and demanding, and faced with growing competition that does not forgive mistakes, the criterion for a site’s success in 2017 has become immediacy.

What is a web performance management tool? How is its use strategic?

image_6_66x66A good management tool should make it possible to monitor and share web performance data, and thus keep a global view of the health of the site. It must also make it possible to decide which optimizations to carry out according to the return on investment they will produce.

For example, at Quanta we recently worked with Footcenter.fr (Panini group) to optimize the web performance of their site. Within 4 weeks of the optimizations, Footcenter had achieved a 500% ROI confirming the estimates our algorithms had made. By maintaining this level of performance, Footcenter will generate 60x its initial investment in additional revenue each year.

This approach is innovative in that the management tool becomes the link between the business and the techs (service providers or internal), who, until then, dealt with the issue of web perf each in their own corner. It therefore becomes a real collaborative tool which makes techs aware of business issues and gives Marketing / Sales a real overall vision.

Our conviction is that awareness of web performance and the importance of tools like Quanta has been taking place for several years and will continue to grow in the future around 2 observations:

  • “The slower a site, the less competitive and profitable it is,” therefore web performance must be placed at the heart of decision-making mechanisms.

  • “For a site to work, the tech (developers and hosts) and sales / marketing teams must communicate on the basis of clear and common data”, so web performance must constitute a common goal across the different teams.

It is therefore indeed a major strategic issue for e-merchants.

And tomorrow, what will be the major trends for web performance in e-commerce?

There are currently two major trends:

  • On the one hand, e-commerce sites are getting bigger and more international. It becomes critical to have a tool that allows fluid collaboration between different country teams, with the ability to measure all these indicators from different points in the world with a unified view.

  • On the other hand, at Quanta, we are looking towards AI / predictive. The goal being, thanks to AI and machine learning, to be able to anticipate optimizations even better, even before being faced with a site slowdown; and we will be able to explain it in non-technical language for quick actions.