Just a few years ago, the conversion rate on Peacock Alley’s ecommerce site was “abysmal,” says Andrew McLaughlin, director of ecommerce for the luxury linen brand.

With a conversion rate of less than 1%, McLaughlin started to dig into some of the reasons this could be. “We ran a bunch of tests, dove into the analysis and really zeroed in on site speed as the initiative,” he says.

Like PeacockAlley.com’s conversion rate, its site speed also lagged behind industry standards, with an average load time between eight and 11 seconds, McLaughlin says. “I’m not sure if they were trying to break the record for longest load time,” he says.

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