Trailblazing brands are going headless because having the two sides of the ecomm equation operate as discrete systems has several benefits, such as:
Sub-second page load times that boost mobile conversion rates
A fully customizable/adaptable storefront
Flexibility to arrange your content management or CMS however you like
The ability to scale a high-volume of collections/content on your storefront
Enabling your web teams to execute on your store’s vision quickly and without over-reliance on developers
Fewer barriers to the internationalization of your store (multi-language and currency become much easier to execute), and
Ultimately, Headless helps brands achieve:
Blazing fast page-to-page load times
This is one of the greatest advantages of going headless and it’s unique to brands transforming their stores into progressive web apps (PWAs).
When a customer lands on your site you have under three seconds, especially on mobile to ensure your page loads to maintain their attention. But traditional ecommerce solutions were not architected with site speed top of mind, so they tend to be cumbersome and can slow down site performance. Think: heavy checkout pages, third-party reviews, large images, and forms — which all make ecommerce sites drag, and cart abandonment more likely.
Implementing a headless storefront by way of a PWA can help you achieve sub-second load times across all channels, not just mobile. When your store is built as a progressive web app, heavy backend functions are kept entirely separate from the customer experience. Your customer won’t know your architecture’s different, but they’ll definitely notice your site goes from homepage, to product page, to cart, at breakneck speeds. Moreover, you’ll notice what this speed boost does for your store’s bottom line.
An incredible, high-converting user experience
While achieving the speed and brand experience customers expect within the limits of traditional ecommerce can become a huge task, enterprise headless commerce can help you create a much more satisfactory (and thereby, high-converting) user experience.
Luxury cosmetics brand Lancôme made the switch to headless to keep pace with increased customer engagement on mobile. They concluded that their 15% cart conversion rate on mobile (compared to 38% on desktop) was caused by stumbling blocks in their mobile site navigation.
Using PWA technology to create a more intuitive and immersive experience, the cosmetics brand saw an 84% decrease in time before pages were interactive and a 17% increase in conversions.
Similarly, after going headless with a PWA, Nomad found an improved UX led to more conversions:
“Users are spending more time on the site and visiting more pages. Customers can instantly consume more content, explore more of our catalog, and discover more about the brand. As a result, conversion rate increases.”
ReeSe Hammerstrom, Director of Ecommerce, Nomad
Precise execution of your brand’s look and feel
While traditional ecommerce platforms might get you up and running quickly, retailers often find the visual themes available a little cookie cutter or restricting. You can quickly create a store and get global promotions live instantly, but you may sacrifice the on-brand look and feel you want in the process.
With headless commerce, there are no more compromises. You can customize to get entirely the shopping experience you envision. Retailers who understand the brand loyalty an especially rich storefront delivers, crave consistency and accuracy over the confines and compromises of a monolithic experience.