How AWG increased conversions by +4.23% with Speed Kit

Introduction

AWG is a well-established German fashion retailer, combining affordability with quality across a wide range of clothing for the entire family. With a portfolio of over 100 brands — including a strong private label assortment — more than 250 stores, and a loyal base of 3.5 million AWG Card customers built over more than 50 years, awg-mode.de has earned its place as a trusted retail institution in the German fashion market.

Challenge

As consumer behavior continues to shift toward digital, AWG's online shop has grown into a vital channel for reaching and serving its broad audience. In a competitive retail environment, page speed and seamless browsing are no longer secondary considerations — they are decisive factors in whether a visitor stays, engages, and converts. A slow-loading shop risks undermining the very values AWG stands for: reliability, accessibility, and outstanding customer service.

To uphold these standards online, AWG partnered with Speed Kit to deliver a noticeably faster and more responsive shopping experience — ensuring that the quality customers expect in-store is equally felt from the very first click.

Solution

AWG operates a high-traffic fashion e-commerce platform running on Shopware 6, serving a broad audience across Germany, with a strong loyalty base and a growing online presence. To further elevate the digital shopping experience across its storefront, Speed Kit was implemented.

By intelligently caching dynamic content and proactively preloading the most likely next steps in the customer journey, Speed Kit delivers near-instant page transitions and a seamless browsing experience — across devices and page types.

Core performance metrics such as Time to First Byte (TTFB) and Largest Contentful Paint (LCP) improved significantly across all page types. The result is faster page rendering, higher user engagement, and a digital experience that reflects the reliability and accessibility AWG stands for.

Results

TTFB 90% Faster: Speed Kit achieved a 675 ms improvement in Time to First Byte (TTFB) across all enabled pages, making them 90% faster with Speed Kit. This dramatic reduction in server response time forms the foundation for the overall performance gains observed throughout the customer journey — from homepage to product page. Median TTFB improved from 748 ms (original) to 73 ms (Speed Kit).

LCP on Product Pages 65% Faster: Product pages — the most critical pages in the purchase funnel — saw an LCP improvement of 961 ms (median), making them 65% faster with Speed Kit. This means customers reach the main content of product pages significantly sooner, reducing drop-off and supporting higher conversion rates. Median LCP improved from 1,477 ms (original) to 516 ms (Speed Kit).

Conclusion

For AWG, website performance is a direct expression of the brand's commitment to its customers: making quality fashion accessible, easy to find, and simple to buy. By integrating Speed Kit, AWG has elevated the digital shopping journey from the very first interaction — delivering a fast, seamless experience that reflects the trust and reliability AWG customers have come to expect over more than 50 years.

With conversion rates, revenue, and page speed metrics all moving decisively in the right direction, the PoC results made a compelling case for a full rollout — and for Speed Kit's role as a long-term partner in AWG's continued digital growth.