We all know that the faster an eCommerce site is, the higher its conversion rate is likely to be. While that’s true in a general sense, in specific cases a law of diminishing returns operates. In an interesting article on the Yottaa blog, Alex Pinto considers the case of Etsy, the popular marketplace for handcrafted and vintage products.
Etsy was looking for techniques that would increase their conversion rate: they tried infinite scrolling operating under the assumption that putting more results in front of users would increase conversion rates and they tried to make sure that their search functionality was as fast as possible. Surprisingly, neither “optimization” produced any increase in conversions as measured by A/B testing against a control group.
In a further experiment, the Etsy team imposed an artificial slowdown on their search results of 200 milliseconds. Conventional wisdom would lead us to expect lower conversion rates, but, in fact, there was no change at all. Read morePosted in: Magento