BlackMilk Clothing cuts mobile page load speed with Balance Internet web app solution

Australian and Brisbane-based fashion brand BlackMilk Clothing has revamped its mobile e-commerce site by slashing page load speed and increasing transactions through a web app solution by Balance Internet.

BlackMilk Clothing needed to improve its customer experience as the mobile website accounted for 80% traffic and 65% of sales.

With a cult-like following that includes Beyoncé, the brand needed to increase mobile speed to withstand major traffic surges following new releases and exclusive collaboration such as BlackMilk Pokémon collection which sold out within the first hour and The Legend of Zelda limited edition clothing line that gave way to four thousand and five hundred visitors shopping at the site at once.

To meet the traffic demands, Balance Internet implemented a headless commerce approach, designing a PWA solution that would resonate with BlackMilk’s customer base. The solution is said to handle the traffic volumes by making changes to live product data in the backend while processing orders.

“While half our devoted customers are based in Australia, we now ship to over 200 countries, with mobile accounting for the majority of our sales. In order to for us to continue to deliver an exceptional customer experience and further expand our international footprint, we needed to implement a faster mobile solution that could handle the major traffic spikes following new releases and exclusive drops,” says BlackMilk Clothing head of IT Matthew Suddock.




“Balance Internet has designed an exceptional PWA solution that has elevated our customer experience. Our product page load is nearly six seconds faster, the category page load speed is up to two seconds faster, and we’ve increased the number of transactions by 10%,” Suddock says.

“It was imperative that BlackMilk’s new PWA wasn’t just built for performance. The iconic fashion brand has a very unique and highly engaged audience, which required a bespoke theme that resonated with their core consumer. We needed to ensure that each and every feature was executed with purpose and based on extensive customer research,” comments Balance Internet director of business development Aaron Childley.

“Now, BlackMilk is able to deliver customers the best app-like experience across all devices. The PWA headless commerce solution has completely transformed the customer experience, slashing product page load times, and ultimately increasing sales,” Childley concludes.

Balance Internet first worked with BlackMilk in 2017 when it took over the development of the brand’s Magento Commerce platform. Balance Internet specializes in the design, development and support of high performing, fully integrated transactional e-commerce solutions.

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