Find out how an optimised caching strategy, CMP improvements, and vendor script optimisation led to significant performance gains on the Mumsnet site.
Mumsnet faced challenges with page speed and ad delivery, impacting user experience and leading to lost revenues. They worked with Catch Metrics to fully unlock the site’s performance potential through an 8 week Site Speed Sprint.
Catch Metrics partnered with Mumsnet to conduct a comprehensive analysis of their web and ad stack performance. Leveraging their proprietary diagnostics platform, Catch Metrics identified critical areas for optimisation, particularly around the Consent Management Platform (CMP) and Google Publisher Tags (GPT) and page caching strategy.
Rolling out caching to more pages for logged-out users was identified as a priority to significantly improve page speed metrics. Faster ads can’t happen without fast page loading times.
Significant improvements were seen in CMP load time, allowing other elements of the page to load without being blocked by consent mechanisms.
Targeted enhancements to GPT initialisation on cached pages led to notable reductions in ad loading times.
We identified an underperforming SSP that was creating significant ad latency issues. We recommended removing or replacing this vendor, resulting in further improvements to overall ad loading times.
The results of the engagement were transformative, demonstrating the power of data-driven performance optimisation:
Page loading times saw substantial improvements, with a 60% increase in the US and 27% in the UK, leading to a significant enhancement in user experience. Users in APAC, including Australia and New Zealand, are expected to see even greater improvements, potentially on the order of 80-90%, which should positively impact bounce rates and engagement in these territories.
The improvements in GPT initialisation times and overall ad loading times directly translated to a better ad experience, with a +10% improvement in ad load times in the UK and a 34% improvement in the US.
The initial changes have been rolled out in iterative release cycles, with the results of the engagement providing a strong foundation for the continued rollout of the changes across the entire site, promising further improvements.
Catch Metrics provided Mumsnet with the insights and actionable recommendations needed to accelerate their web performance, ensuring a faster, more engaging experience for their vast audience and a stronger foundation for revenue growth.
Mumsnet is a leading online community for parents, offering a vast array of content and forums. With millions of users relying on the platform for information and support, a fast and seamless user experience is paramount for engagement and maximizing advertising revenue.
Special Interest Media
mumsnet.com
8 million active users
26 thousand posts a day
Every month, 1 in 3 adult women aged 35-54 in the UK visit Mumsnet
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