Founded by a former Navy Seal, Kill Cliff sells fitness recovery drinks and protein bars designed to combat inflammation and restore energy levels. The company has experienced tremendous growth and recently launched a new Cold Brew coffee product. Kill Cliff products are sold in 4,000 CrossFit gyms, as well as, thousands of retail outlets and nutrition stores.
Kill Cliff is sold at thousands of retail locations. Describe the growing role of eCommerce:
My job, as Director of eCommerce, is to grow the heck out of Kill Cliff’s online division. Our eCommerce division is the smallest in the company, but it is also the most profitable, as it gives us an avenue to directly connect customers with Kill Cliff products. We are poised for tremendous growth as our eCommerce initiative scales into a major revenue center for the company.
What is the biggest eCommerce challenge you face?
In a word: engagement. I spend a lot of effort to drive web traffic to our website. Of those visitors, 70% are on a mobile device; moreover, we average between 60-70% new visitors month-over-month. That’s a lot of first impressions for Kill Cliff. It is essential we make good on this huge opportunity and immediately engage visitors. If a first-time mobile visitor is forced to endure slow page load times on Kill Cliff, they will bounce from our site immediately. We cannot afford to lose that opportunity.
“Our online customer has to have the best experience possible: to find what they’re looking for right away, and to interact with Kill Cliff in the most fun, engaging and efficient manner possible."
What steps have you taken to make sure visitors and customers are staying engaged with Kill Cliff?
We recently implemented a new responsive web design (RWD) site that was built using a “mobile-first” mentality. The flexibility of responsive design allows us to deliver a dynamic and visually appealing user experience to every customer regardless of device and context. Our team also understands that performance is a critical element to engagement. Rich and dynamic web pages are heavy and can significantly slow load times, especially on mobile devices. That’s where Yottaa came into the picture. Before Yottaa we were dealing with an average 4-second load time, now that’s down to 2 seconds. Cutting load time in half is a huge win - we’re engaging with our users that much faster.
There are plenty of acceleration solutions in the market. What makes Yottaa standout as the best?
I am completely amazed by the capabilities of Yottaa. The platform empowers my team to fully control and optimize every unique aspect of a customer’s experience. Because Yottaa is an adaptive CDN, tailor-made for the mobile era, it goes far beyond traditional content delivery network technology. Using Yottaa, I constantly drive improvements to Kill Cliff’s online presence so that we’re operating at a billion dollar level. That’s exciting for me.
Unique Optimization: Instagram
Kill Cliff’s website features a dynamic feed that displays Instagram images from customers. From inside a CrossFit gym to the top of a mountain range, the Instagram images are amazing visual representations of the Kill Cliff community. However, multitudes of large image files chewed up bandwidth and slowed overall site performance. To solve this dilemma, Kill Cliff worked with Yottaa’s hands-on client services team to develop a customized optimization, specifically for their Instagram feed.
Percentage of Traffic on Mobile
Faster page loads
Hard Work Pays Off
"I can see that our hard work is paying off. Our customers are extremely loyal. The Kill Cliff community continues to grow at a rapid pace and our online presence rivals that of billion dollar brands. I’m proud of that, and Yottaa helps make it all possible."