Customer generated content is becoming an increasingly powerful marketing tool for eCommerce. The ability to share experiences with products and brands with the world with a click of a button can make a huge difference in retail sales, as digital think tank L2 reports that 51% of US consumers now trust user-generated content about a product more than other information on a company website.
Helping businesses achieve more effective eCommerce marketing is TurnTo Networks. The release of its new SpeedFlex widget architecture supports its full Customer-Generated Content suite of Ratings & Reviews, Community Q&A, Visual Reviews, and Checkout Comments. According to TurnTo Networks, SpeedFlex combines the lightest, fastest-loading widget components with a server-side customization model that gives full control over layout and functionality as well as look and feel.
Best of Both Approaches
With SpeedFlex, eCommerce sites no longer face a trade-off between a slow-loading but easy widget implementation, or a fast-loading but time consuming API project. Now, brands and retailers can have the best of both approaches: customer experiences that are uniquely tailored to their brand and product categories, a quick implementation with minimal effort, and fast page loads that improve conversion rates and deliver meaningful search engine optimization (SEO).
To achieve these performance levels, TurnTo wrote the SpeedFlex code from the ground up using the most modern and efficient reactive JavaScript to deliver a full enterprise feature set in the smallest package. Speed is further improved through a configuration model that loads only the exact code needed for each page and the replacement of heavy sprite graphics with vector SVG images.
Faster Page Loads
Page load speed is an important factor for conversion rates and for SEO. Making web pages load faster can reduce abandonment rates by 20%. And with its recent “Speed Update,” Google’s search ranking algorithm now privileges fast loading pages, especially on mobile.
Because product reviews, Q&A, and customer-generated photos are some of the heaviest components on ecommerce sites, the speed improvements provided by SpeedFlex can make a significant difference to overall site performance.
Streamlined Customization
SpeedFlex enables online stores to easily tailor not only look-and-feel but also layout and even functionality without resorting to time-consuming API work. With TurnTo’s unique new architecture, configurations of all aspects of design and information architecture are composed server-side and dynamically loaded to the production environment. Configurable breakpoints ensure optimized display on all device types from a single theme definition.
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