Connecting creative, content, and commerce, BORN XDS is an award-winning, global agency that helps brands with digital transformation. BORN is a Tech Mahindra company.

Exceed Performace Expectations

Every year the stakes are higher and competition for sales is more arduous. Site performance is one of the most important factors that define customer loyalty, improved conversion to sales, and growth in market share. There are currently around 20 million ecommerce websites globally with 2 billion consumers placing orders yearly for an estimated 5.5 trillion dollars in global sales (2022). (Similarweb) With ever-growing stakes and more competition in the ecommerce race, your online storefront needs to be powered by a high-performance platform to stay ahead of the pack. BORN XDS has been engineering and developing global award-winning enterprise ecommerce sites for over a decade, we know exactly what it takes to beat the competition and how to design performance enhanced sites that win over customers.

High Speed Conversion

Amazon closed $514 billion USD in global online retail sales in 2022 and it dominated nearly 40% of all online retail in the US (the next highest single operator being Walmart at 6.3%). While Amazon’s platform will probably not win any design awards on its appearance, it does offer comfort in its simplicity and ease of use. A one- or two-word search inside the site’s marketplace almost always delivers perfectly ranked pages of expected results. That search can then be easily filtered by; cost, shipping dates available, free shipping vs paid, brand names, ratings and reviews and previous purchases. Then, one click adds the item to your cart, and another click checks you out—your purchase is on the way! No need to worry about tracking that purchase by the way, Amazon will send you automated updates on when the order was received, fulfilled, shipped and ‘out for delivery’ to you, now that's performance! In fact Amazon’s simple “2 clicks” to purchase has become so ingrained and expected with ecommerce consumers that any other brand that has a 3-step or 4-step process to close an online sale is considered to be antiquated and a hassle to use. If your sales checkout process is more than 4-steps you might as well be a mail-order catalog because your performance (and probably sales as a result) isn’t going to be much better than snail-mail.

Ease of Use

Today, every individual, whether just a casual internet user or daily online ecommerce customer, has their own expectations, needs, wants, and demands when it comes to the user experience they have come to expect; from bespoke personalized landing pages to personally tailored shopping carts, to pinpoint targeted and customized user journeys. In 2023, ecommerce business better be able to meet those unique expectations. We often see brilliantly designed ecommerce sites that have beautiful aesthetics with award winning interfaces get totally ruined by back end failure with slow and cumbersome checkout systems that totally hinder the sales process (if not lose sales altogether). It’s the classic “form over function” dilemma, and today, even the most passive online consumer is too savvy to tolerate bad performance. This isn’t to say that ecommerce sites should consider function over UI/UX design, but rather that the two MUST complement each other to create a fast, beautiful, user-friendly streamlined digital sales experience.

Among the hundreds of award winning projects BORN XDS has produced, our work with Hudson’s Bay Company (HBC) showcases just how much improved performance can affect ecommerce websites. HBC is the parent company of the iconic online and brick-and-mortar fashion stores Saks Fifth Avenue, Saks OFF 5th, and The Bay. With estimated yearly sales revenues of $9.5 billion, Hudson’s Bay had excellent reasons to want to ensure they stayed competitive. When Hudson Bay came to BORN XDS, they had an extremely ambitious goal of improving the response time of their different ecommerce websites by 30%! To start this project, BORN XDS conducted an in-depth performance review of the websites’ operational speeds, frontand back-end technologies and third-party integrations. During this process several performance issues were determined, which included 3rd party integrations, connectivity issues, excessive database 'reads' and 'writes' and product cataloging issues.

Performance Pays!

A second chance for first impressions.

As part of BORN XDS’s comprehensive audit and website overhaul, a series of back and front-end changes and industry best practices were implemented. Among many others, Javascript errors and unused code packages were removed, page caching was fine-tuned, image formats were standardized, and ‘wishlist’ features were optimized— as a result, HBC’s revenue increased by an astonishing 7%! However, all that is gained from a robust performance rebuild can be lost over time; healthy ecommerce demands constant monitoring, testing and care.

48%

65%

33%

53%

Search Page speed

Behold performance growth that raises eyebrows!

"...increased load times of just 1 to 3 seconds raises the risks of customers leaving by 32% and a terrifying 123% with an increase of 10 seconds!"

If your brand is ready to impress the world with the power of performance that can go the long haul, we'd love to show you how we can enhance your site for results.

Amazon's global online retail sales in 2022

40% Online retail in the US

Comfort For simplicity and ease of use

Search Delivers perfectly ranked pages

$514 billion

Search Page Product Array Product Details Cart Page

Load Time Improvement

Time to Interactive Improvement

49% increase in key pages:

64%

Shopping Cart Page speed

Overall Site Speed

Home Page Speed

Product Page Speed

Search Page speed

Home Page Speed

48%

65%

64%

33%

53%

Shopping Cart Page Speed

The costly consequences of ignoring

Site Performance

Make no mistake, ecommerce is a race.

Why site speed and performance are important and how they impact your profits.

Performance Driven Revenue

(US Dollars)

40%

online retail in the US

Offer Comfort

in it's simplicity

delivers perfectly ranked pages

1. User Experience: Fast-loading websites provide better user experiences which increases customer satisfaction and engagement. Slow sites lead to a higher customer bounce rates (a metric that represents the number of users that leave a site without interaction). By improving performance, you can increase customer retention and sales conversion rates. 2. Conversion Rates: Studies have shown that even a one-second delay in website loading time can lead to a significant decrease in conversion rates. Faster websites facilitate smoother navigation, quicker product searches, and faster checkout processes, which contribute to higher conversion rates and ultimately more sales. Evidence shows even the slightest speed increase improves customer interaction and conversion statistics. Increased load times of just 1 to 3 seconds raises the risks of customers leaving by 32% and a terrifying 123% with an increase of 10-seconds! On the other hand, a humble 0.1-second speed increase pays off by improving page views per session and conversion rates handsomely. This shows just how appreciative customers are when you provide them with an efficient experience, and how unforgiving they can be about performance issues. They simply will not put up with it! 3. Search Engine Rankings: Search engines, like Google, consider website speed as one of the factors when determining search rankings. Faster websites tend to rank higher, leading to increased organic traffic and visibility. Improved visibility can attract more potential customers to your ecommerce site, positively impacting profits. 4. Mobile Commerce: New studies show that nearly 80% of all online purchases are being made through smart mobile devices. Mobile users often have limited bandwidth and slower internet connections. Optimizing your website for mobile devices and improving its speed can enhance the mobile shopping experience, leading to higher conversion rates and increased revenue from mobile users. 5. Customer Trust and Reputation: A slow-loading website may create doubts about the professionalism and reliability of an ecommerce business. Customers may question the security of their personal and financial information when using a poorly performing website. On the other hand, a fast and responsive website helps establish trust and credibility, leading to repeat business and positive word-of-mouth recommendations. 6. Better Site Management: Faster loading times make it easier for your team to manage and update the website, reducing the time spent on site updates and maintenance tasks. This efficiency allows you to focus more on personalized targeted marketing, product management, and customer support, ultimately driving higher profits. 7. Operational Efficiency: Improved website performance and speed can also benefit the operational side of your ecommerce business. To maximize profits, it's crucial to regularly monitor and optimize your site's performance, focusing on factors such as page load times, server response times, and overall user experience. Conducting regular speed tests, optimizing code and images, utilizing caching techniques, and investing in robust hosting infrastructure are some strategies to improve website performance and speed. … [BORN can help you implement and manage these complex steps]

Consumers know what they want;

According to Similarweb, 4 out of the top 10 most visited ecommerce sites worldwide are Amazon marketplaces (Amazon.com, Amazon UK, Amazon Japan, and Amazon Germany). The Reason: ease of use, a naturally intuitive and personalized UI/UX, and the delivery of a nearly faultless performance, which gives every single user a repeatable, simple, and hassle-free shopping experience for every visit and purchase. Amazon closed $514 billion (US Dollars) in global online retail sales in 2022, and It dominated nearly 40% of all online retail in the US, the next highest single operator being Walmart at 6.3% (Statista.com). While Amazon’s platform will probably not win on its looks, it does offer comfort in its simplicity and ease of use. A one or two word search inside the site’s marketplace almost always delivers perfectly ranked pages of expected results. That search can then be easily filtered by cost, shipping dates available, free shipping vs paid, brand names, ratings and reviews, and previous purchases. One click adds the item to your cart, another click checks you out. No need to worry about tracking that purchase, Amazon will send you automated updates on when the order was received, fulfilled, shipped and "out for delivery".

Hudson's Bay Company: Performance must be measured.

The competition is intense and the leaders set the pace!

Among the hundreds of award-winning projects BORN XDS has produced, our work with Hudson's Bay Company (HBC) showcases how much improved performance can affect ecommerce websites. HBC is the parent company of the iconic online and brick-and-mortar fashion stores, Saks Fifth Avenue, Saks OFF 5th, and The Bay. With estimated yearly sales revenues of $9.5 billion, Hudson’s Bay had very good reasons to want to ensure they stayed competitive. When Hudson's Bay came to BORN XDS, they had an ambitious goal of improving the response time of their different ecommerce websites by 30%. To start this project, BORN XDS conducted an in-depth performance review of their websites' operational speeds, the front and back end technologies, and third-party integrations. During this process several performance issues were determined; which included 3rd party integration problems, connectivity issues, and product cataloging issues. After the BORN technical audit was concluded and performance issues were identified, the sites experienced TTI (Time to Interactive) and LT (Load time) improvements of up to 49% in key pages of the sites like Search Page, Product Array, Product Details, and Cart Page.

64%

Search Page Speed

48%

Overall Site Speed

53%

Product Page Speed

33%

Staying ahead through Continuous Improvement

All that is gained from a robust performance rebuild can be lost over time; healthy ecommerce demands constant monitoring, testing, and care. Much like an elite athlete, a top-performing ecommerce site needs to constantly develop in order to stay ahead of the ever encroaching competitor. Techniques and technology that win today can change tomorrow and if your brand doesn’t stay in top shape it can soon find itself out of first place.

Make no mistake - ecommerce is a race!

they expect you to provide it!

As part of BORN XDS’s comprehensive audit and website overhaul, a series of back and front end changes and industry best practices were implemented. Among many others, Java script errors and unused code packages were removed, page caching was fine-tuned, image formats were standardized, and ‘Wishlist’ features were optimized— as a result, HBC’s revenue increased by an astonishing 7%. BORN XDS has the expertise to measure real results and pinpoint the performance improvements required to enrich customer experience that result in greater revenue.

Improvement in Time to Interactive

Consistent Load Time Improvement

49% efficiency increase in key pages

Improvements to your site’s performance will directly impact customer experience and will lead to greater revenue for your company.

For a FREE Performance Audit Contact BORN XDS

Revenue Increase

Investing in site speed optimization can positively impact a company's revenue by improving conversion rates, reducing cart abandonment, boosting user engagement, enhancing user experience, optimizing mobile sales, and increasing organic traffic. Greater sales in any industry resulting from these factors increase revenue and enables a constant revenue stream throughout.

User Experience

Fast-loading websites provide better user experiences which increase customer satisfaction and engagement. Slow sites lead to higher customer bounce rates (a metric representing the number of users leaving a site without interaction). Performance improvement on a site makes the navigation more interesting and fluid for customers. Users have become accustomed to fast-loading websites and have little patience for slow ones. When a website loads quickly, users can access the desired content or complete their tasks efficiently, leading to higher satisfaction levels. Fast site speed minimizes frustration, reduces waiting time, and ensures a smooth browsing experience.

Conversion Rates

Studies show that even delays in website loading time can lead to significant decreases in conversion rates. Faster websites facilitate smoother navigation, quicker product searches, and faster checkout processes, which contribute to higher conversion rates and ultimately more sales. Increased load time of 1 to 3 seconds raises the risk of customers leaving by 32%, that number increases to 123% with a 10 second delay. This shows just how appreciative customers are when you provide them with an efficient experience, and how unforgiving they can be about performance issues.

Search Engine Ranking

Search engines, like Google, consider website speed as one of the factors when determining search rankings. Faster websites tend to rank higher, leading to increased organic traffic and visibility. Improved visibility can attract more potential customers to your ecommerce site, positively impacting profits.

Mobile Commerce

New studies show that nearly 80% of all online purchases are being made through smart mobile devices. Mobile users often have limited bandwidth and slower internet connections. Optimizing your website for mobile devices and improving its speed can enhance the mobile shopping experience, leading to higher conversion rates and increased revenue from mobile users.

Customer Trust and Reputation

A slow-loading website may create doubts about the professionalism and reliability of an ecommerce business. Customers may question the security of their personal and financial information when using a poorly performing website. A fast and responsive website helps establish trust and credibility, leading to repeat business and positive word-of-mouth recommendations.

Better Site Management

Faster loading times make it easier for your team to manage and update the website, reducing the time spent on site updates and maintenance tasks. This efficiency allows you to focus more on personalized targeted marketing, product management, and customer support, ultimately driving higher profits.

Fast-loading websites provide better user experiences which increases customer satisfaction and engagement. Slow sites lead to a higher customer bounce rates (a metric that represents the number of users that leave a site without interaction). By improving performance, you can increase customer retention and sales conversion rates.

Operational Efficiency

Improved website performance and speed can also benefit the operational side of your ecommerce business. To maximize profits, it's crucial to regularly monitor and optimize your site's performance, focusing on factors such as page load times, server response times, and overall user experience. Conducting regular speed tests, optimizing code and images, utilizing caching techniques, and investing in robust hosting infrastructure are some strategies to improve website performance and speed. [BORN can help you implement and manage these complex steps]

User Experience

Fast-loading websites provide better user experiences which increases customer satisfaction and engagement. Slow sites lead to higher customer bounce rates (a metric representing the number of users leaving a site without interaction). Performance improvement on a site makes the navigation more interesting and fluid for customers. Users have become accustomed to fast-loading websites and have little patience for slow ones. When a website loads quickly, users can access the desired content or complete their tasks efficiently, leading to higher satisfaction levels. Fast site speed minimizes frustration, reduces waiting time, and ensures a smooth browsing experience.

Conversion Rates

Search Engine Ranking

Mobile Commerce

Customer Trust and Reputation

Better Site Management

Operational Efficiency

The following figures show the dramatic front-end response time improvements experienced by Hudson’s Bay’s key web sites, after BORN XDS’s intervention:

...even the most passive online consumer is too savvy to tolerate bad performance.

Hudson's Bay Company: Performance results.

Hudson Bay Company: Performance results