Client: FRSport
Location: Fountain Valley, CA, USA
Platform: Shopify Plus
Services: Performance optimization, conversation rate growth, UI/UX development, on going support
FR.Sport's background
Established in 2001, FRSport specializes in automotive OEM and aftermarket parts. In 23 years of operation, they carry over 200 well known brands with +650.000 parts in stock, and offer wholesale and retail services. FRSport is proud of being awarded the Bizrate Circle of Excellence Award for ecommerce customer service 3 years in a row.
Challenges overview
Why FR.Sport really needed a hook to transform their online web store?
Problem with loading speed
FRsport's customers are all over the world, mainly from the US, Singapore, and there is also a large number of customers from Middle East countries like Saudi Arabia, and some from Africa where the internet connection is often slow.
The website has slow loading speeds, coming in at only 6x on desktop and 3x on mobile. This had a substantial impact on user experience and conversion rates, as customers were impatient while waiting for pages to load.
Problems with the huge number of product categories
There are around 2 milion products with 2,000,000+ collections of automotive accessories. As the owner and operator of such a large system, FRSport encountered various issues with website performance, resulting in an unhappy user experience. The main challenge regarding the slow loading time.
Recognizing the need for improvement, FRSport sought a reliable Shopify solution provider to address the critical issue.
The primary objectives included:
- Redesign homepage, collection page, product page to bring a new look
- Enhance website speed for both desktop and mobile devices
Team up with True Storefront for a spectacular improvement
From the initial consultation to the final inspections, the entire process spanned only over one month, from February to March 2024. As soon as the underlying issue was identified, True Storefront implemented the following key solutions:
- Fix problem affect to speed to enhance page loading time on both homepage and product page
- Update homepage, collection list page, search to optimize user experience
- Update Shopify theme version to 5.1.0 for a better appearance
Page speed optimization techniques we used:
- Disabled unnecessary apps, code
- Move all social tracking code to GTM server
- Remove unused scripts on main pages
- Update the UI and replace large components
- Optimize image and enable lazy load
- Modify Loox Reviews app to enable lazy load iframe
- Change some styling
The outstanding results
This optimization project brings transformative results for the website as well as the brand of FRSport.
Visually, the website appearance is significantly transformed. The collection search feature is also optimized for smooth searching and navigation. Both the Featured Product section and Brand page are updated, which allows users to have a quick overview of the highlighted products and key notes of each brand.
Permanence-wise, the website marked the fastest as ever page load speed. Following Google PageSpeed Insights reports, desktop performance reached a score of 93, while mobile performance achieved a score of 76. This equates to an average 54% increase in speed score on both mobile and desktop.
With the dramatic improvement in speed. e, the user shopping experience is enhanced as well as the conversion rate of the website. The total sales in the last 90 days (from January 24 to Mid-April) increases by 62%. Online store conversion rate was reported 35% increase, and the returning customer rate increases by 51%.
… proves for a successful project
FRSport embarked on a collaboration with True Storefront to optimize their website, addressing outdated design and bad load times. This project created a visually engaging and lightning-fast experience thanks to a new theme and strategic speed optimizations, increasing website speed by an astonishing 54%. This puts FRSport on track for booming online success.
Inspired by FR.Sport's success? Now it's your turn!