COOK case study

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COOK, a provider of high-quality frozen meals,
came to NCC Group with two questions:

"How is our website's speed affecting our business?"

"How can we improve it?"

Combining insight from Real User Monitoring (RUM)
and Synthetic Monitoring, NCC Group helped
COOK improve load times by almost a second.

RUM was then able to show how this improvement
increased conversion rate by 7%, cut bounce rate by 7%
and increased customer engagement by 10%.


COOK suspected that slow load times were negatively affecting its business.

But it couldn’t prove it.

It therefore needed a reliable way to measure and analyse its website’s performance.

It also needed to understand how performance was influencing customer behaviour.


NCC Group worked with COOK to measure and improve the performance of its website. As part of this process, NCC Group set up Synthetic Monitoring and Real User Monitoring on the site.

During a routine review, NCC Group helped identify a significant performance issue on product pages: a server response time that could reach six seconds.

COOK’s agency, Redspa, prioritised the issue and released a fix in a matter of days.


The result was a marked improvement in response times, reflected in the Synthetic Monitoring data:

This improvement was reflected in the RUM data too, proving that user experiences had been positively affected by the release. Average page load time improved from 4.8s to 3.95s.

At the same time, COOK used RUM to see how the change in performance was affecting visitor behaviour. This showed that COOK had achieved a seven per cent increase in conversion rate. At the same time, bounce rate fell by seven per cent and engagement (pages per session) increased by ten per cent.

These improvements were also very close to what NCC Group’s RUM solution had predicted.

Metric Previous New Predicted Accuracy % change
Conversion rate 3.82% 4.09% 4.35% 94% +7
Bounce rate 46.00% 42.70% 42.70% 100% -7
Pages per session 4.58 5.02 4.97 99% +10


The Performance Impact Prediction feature in RUM draws on a customer’s data to estimate the effects of performance improvements.

It takes all the data about visits to the website and builds a model of the relationship between performance and visitor behaviour. Enter a new, improved load time, and it will predict changes in conversions, bounce rate and revenue for your entire population or individual segments (e.g. Android users).

The end result for COOK was a faster website that delivers a better user experience and improved KPIs.

Try Real User Monitoring for free and find out how much a faster website is worth to your business.

Published date:  12 June 2017

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