This document discusses optimizing designer pages on a fashion e-commerce site. It notes that designer names are among the top search terms and that designer pages are the highest value page type to engage new visitors. It recommends focusing on improving designer pages to enhance the user experience on mobile by reducing load times, which can negatively impact conversions and engagement. It then provides details on how site furniture and listing pages were implemented using various technologies like Webpack loaders and APIs.

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N ET- A - PO RT ER f o r use f r o m 08.16
LO G O W H I T E

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THE TEAM

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A M P U P Y O U R L I F E
AMP PAGE AND PRODUCTION TOOLING

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DESIGNER PAGES:
PRIORITY #1

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L U X U RY FA S H I O N I S D E S I G N E R F O C U S E D
Source: Google Search Console
16 out of 25 of the top impressions-driving
terms are simply designer names.
This is a great entry point to capture new
visitors who may not already have a product
in mind. Giving these users the best initial
impressions and letting them quickly start
exploring the product selection is critical.

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W H Y F O C U S O N D E S I G N E R PA G E S ?
* Business goal of becoming #1 second-party source for designer searches
* Designer pages are the most reliable, sources of traffic
* Current template one of few that allows customisable text
* Filters more controllable than other category-level pages
While Product pages have more
immediate commercial value there are
923 designer pages and 218,826 product
pages (2016 data).
By optimising this highest value page
type, we will most effectively engage site
visitors.

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M O B I L E S I T E S P E E D S E V E R E LY I M PA C T S E N G A G E M E N T
Unsurprisingly, longer waits to access to page content are particularly impactful on designer pages,
hurting:
• Conversions
• Bounce rate
• Engagement
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<1 secs 1-2 secs 2-3 secs 3-5 secs 5-10 secs 10-20 secs20-30 secs
Revenue per Unique Visitor
Time Conversion
Rate
Bounce Rate Average
Page Depth
<1 secs 4.29% 29.51% 30
1-2 secs 3.65% 34.68% 30
2-3 secs 3.14% 33.71% 31
3-5 secs 2.91% 33.34% 28
5-10 secs 1.96% 36.26% 24
10-20 secs 1.96% 41.54% 21
20-30 secs 1.71% 42.37% 31

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HOW WAS THIS DONE?

9. H O W WA S T H I S D O N E ?
SITE FURNITURE

10. H O W WA S T H I S D O N E ?
SITE FURNITURE
- WEBPACK LOADER CUSTOM STYLE ATTRIBUTE
BUG: https://github.com/webpack-contrib/style-
loader/pull/119/files

11. H O W WA S T H I S D O N E ?
LISTING PAGE

12. H O W WA S T H I S D O N E ?
LISTING PAGE
DLP API: https://goo.gl/75xSdK

13. H O W WA S T H I S D O N E ?
CI AMP VALIDATOR: https://goo.gl/rN0Z7i

14. H O W WA S T H I S D O N E ?
AMP CACHE INVALIDATOR: https://goo.gl/Utg0yv

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DEMO
- DOCKERIZED MICROSTACK