Shoe Carnival, one of the nation’s largest family footwear retailers, offers a broad assortment of dress, casual, and athletic brand name footwear for men, women, and children.
With 80% of the retailer’s traffic coming from mobile and a proprietary front end that was both slow and challenging to develop, Shoe Carnival was looking for a proper solution.
Project Goals
- Develop mobile version of retail site using existing desktop-oriented site as a backend
- Setup Layer0 network for splitting traffic between mobile and basic verion
- Speed up the mobile site as much as possible
- Add automatically generated interactive AMP version of pages
- Get green statuses on PageSpeed Insights for all retail pages (landings / product lists / product details)
- Integrate analytics without negative affects on page load speed and metrics
My Participation
- Leading client kickoff phase
- Team Lead
- Develop network architecture
- Manage roll-outs and releases
- Client communication
- Co-piloting PM's
Results
“On Layer0, we have better speed and conversions. From a developer’s standpoint, we have far more flexibility and no restrictions.”
Tyler Drone, Sr. Manager of Digital Development - Shoe Carnival
We released with 3 months delay the project and achieved:
Speed
- 320ms median page loads (LCP)
- 92% reduction in browsing transitions dropping from 6 seconds to 500ms
- 70.5% increase in first load speeds dropping from 3.4 seconds to 1 second
- 67% increase in first-load speeds in total
- 95%+ cache hit rate for dynamic content at the edge
Traffic
- 32%+ average organic traffic growth
- Outperforms 98% of websites and outranks Amazon, Zappos, Nordstrom Sales
Sales
- 10B+ in revenue flows through Layer0 a year
- 48% lift in organic conversion rate
- 40% lift in overall revenue with a sub-second website