How Tubby Todd Turned Site Speed Into a Growth Lever

As Tubby Todd looked to grow, the team wanted to identify new and often overlooked growth levers that could help maximize overall business performance. The focus was not just on acquiring more traffic through different channels, but on improving how efficiently that traffic converted once it reached the site.

With more brands competing for the same customers, growth increasingly comes from finding incremental gains across the full customer journey, from channel mix and site experience to conversion rate and order value. Tubby Todd saw an opportunity to uncover those gains and understand how much more revenue could be captured from existing demand.

The challenge was to find a measurable, scalable lever for growth that could improve performance without relying solely on increased acquisition spend. That required a controlled test to understand the true business impact and validate whether performance optimization could become a meaningful part of the brand’s growth strategy.

Nostra partnered with Tubby Todd to improve site speed as a measurable lever for growth. Operating at the edge in front of the website, Nostra accelerates how content is delivered by reducing latency, optimizing page delivery, and serving site assets closer to the shopper. This helps create a faster, smoother on-site experience without requiring major engineering work or changes to the existing ecommerce stack.

For Tubby Todd, the goal was not simply to make the site faster in theory, but to understand how improved speed could impact real business performance. A faster shopping experience reduces friction across the customer journey, helping more visitors move efficiently from landing page to product page to checkout.

To measure that impact clearly, Tubby Todd ran a 50/50 split test from July 17 to August 7, with half of traffic routed through Nostra and half remaining in the control experience. This testing structure allowed the team to isolate the effect of site speed improvements and evaluate their direct influence on revenue per visitor, conversion rate, and average order value.

As a result, site speed became more than a technical enhancement. It became a proven, incremental growth lever tied directly to revenue performance.

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The impact was clear. Tubby Todd saw a 5.34% lift in revenue per visitor, with conversion rate up 3.90% and average order value up 1.19%. Over the test period of over 30 days, Nostra was paid for at a 21.7x ROI. With a p-value of 0.000001, the results were 99.99% statistically significant, confirming the lift was not random.

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