Akamai DSA Premier empowers ShopJimmy.com to nearly double online sales while driving 35% more page views and 10% more organic search traffic
Since its founding in 2007, ShopJimmy.com has established itself as the global leader in TV parts and lamps distribution. The company sources and harvests TV parts from new, damaged TVs, resells what it can and recycles the rest. Recognized as one of the 50 fastest-growing private companies in the Minneapolis/St. Paul area and by Inc. magazine as one of the 1,000 fastest-growing private companies in the U.S., ShopJimmy.com counts “big box” retailers, TV repair shops, and do-it-yourselfers as its customers. 2012 revenues were projected to exceed $15.5 million, and the company’s website lists over 38,000 SKUs.
As an ecommerce company, ShopJimmy’s web presence is vital to its success. After launching a site in 2007 on eBay, ShopJimmy began hosting its own site in 2009. At that time, it also adopted the Magento eCommerce platform, largely due to the customizability enabled by its foundation based on the PHP scripting language. “Magento offers terrific features but those features make the application heavy, which can cause site performance to lag,” explains Ryan Zarlengo, Marketing Director for ShopJimmy. Site visitors and ShopJimmy customer service reps were waiting 10-30 seconds for shopping cart transactions to complete. To make matters worse, ShopJimmy was using a software-based standard firewall that added to the slowdown. “We knew we were potentially losing sales due to slow site responsiveness. And we are also aware that site speed affects search engine results and could negatively affect our ranking,” recalls Zarlengo. With so much on the line, the company took measures to speed load times for its customers.
ShopJimmy needed to meet three key requirements to support its objectives:
Improve website performance and search rankings: The etailer couldn’t afford to lose more online sales due to slow site responsiveness.
Support unpredictable traffic volumes: ShopJimmy needed to effectively handle Internet traffic spikes associated with holiday shopping and flash sales.
Maximize value of Magento investment: The company wanted to extract the most possible value from the advanced Magento eCommerce platform by ensuring optimal website performance.
Turning to a Proven eCommerce Enabler
Initially, ShopJimmy made changes to its site code, reconfigured servers, and increased server capacity – but none of these actions proved sufficient. Given the thousands of SKUs in its database and the need to handle thousands of site visitors on average per day, ShopJimmy found its infrastructure buckling under the server load. “Magento is a resource- intensive ecommerce platform, and our systems just were not cutting it,” explains Neal Greimel, Lead Developer for ShopJimmy.
Aware of Akamai’s cloud services and reputation for serving well-known ecommerce companies, the etailer turned to the industry leader. Akamai recommended its Dynamic Site Accelerator – Premier Edition service, along with its Web Application Firewall (WAF).
Boosting Site Performance, Visits, and Sales
With Dynamic Site Accelerator – Premier Edition in place, ShopJimmy was able to accelerate the delivery of website content by more than 2X on average. This included both static and dynamic, such as search results, shopping cart transactions, and checkout functions. Better website performance positively impacted the business in numerous ways. The site saw a 35% boost in page views and supported 20% more site visitors per month. These improvements contributed to a noteworthy 95% increase in online sales and the ability the handle 2-3 times the number of orders per day online.
At the same time, the etailer experienced a 10% increase in organic search traffic. According to Zarlengo, 50% of site visitors find ShopJimmy via the search engines. “Akamai DSA Premier helps ensure we’re doing everything we can to speed up our load times. Moreover, it helps us realize the full value of our Magento investment.”
Handling Traffic Spikes with Ease
Just as important, ShopJimmy improved its ability to absorb traffic spikes – without expanding its infrastructure. In fact, it reduced the load on its back end. On Black Friday 2012, the site served 17,000 unique visitors while offloading 82% of requests and 67% of bandwidth to Akamai. Similarly, when the etailer ran a flash sales working with a partner such as Woot!, It handled Interet traffic surges with ease while providing optimal web performance for all site visitors.
Since its founding in 2007, ShopJimmy has established itself as the global leader in TV parts and lamps distribution. The company sources and harvests TV parts from new, damaged TVs, resells what it can, and recycles the rest. Recognized as one of the 50 fastest-growing private companies in the Minneapolis/St. Paul area and by Inc. magazine as one of the 1,000 fastest-growing private companies in the U.S., ShopJimmy counts “big box” retailers, TV repair shops, and do-it-yourselfers as its customers. 2012 revenues were projected to exceed $15.5 million, and the company’s website lists over 36,000 SKUs.