case study

See How Fair Harbor Unlocked More Value Per Customer—Through Speed

By reducing Time to First Byte by 37% and improving Largest Contentful Paint by 15%, Fair Harbor gave customers a faster, smoother browsing experience.
TTFB Improvements
-37%
AOV
+$3.5 Per Orders
LCP Improvements
-15.46%
Established
2014
Mission
Fair Harbor’s mission is to create high-quality, comfortable apparel using sustainable materials—specifically by recycling plastic bottles and repurposing ocean-bound waste. They aim to reduce environmental impact while delivering thoughtfully designed clothing that’s made to last.
Headquarters
New York, NY
“Nostra’s upgrades gave our site a noticeable boost in speed and responsiveness. Customers were able to browse more seamlessly, which led to longer sessions and a measurable lift in AOV. They also delivered a clear audit outlining next steps to make the site even faster—helping us continue in the right direction.”
Mallory Stanhouse
Senior Manager, Digital
01

About Fair Harbor

Fair Harbor is a sustainability-focused apparel brand that transforms ocean-bound plastic into premium beachwear. With an expanding product line and a visually rich site experience, performance was becoming a critical growth lever - especially as mobile traffic surged.

02

The Challenge

Fair Harbor’s product discovery relies on smooth, fast navigation across PLPs and PDPs. But as their catalog grew, so did load times - causing friction that disrupted the shopping flow and suppressed conversion potential.

03

The Solution

Nostra implemented a high-speed experience for a segmented A/B test, optimizing core web vitals and cutting performance bottlenecks across key pages.

Key performance wins:

  • Time to First Byte (TTFB) decreased by 37%
  • Largest Contentful Paint (LCP) improved by 15.46%


These improvements made pages render significantly faster, allowing customers to start engaging with content almost immediately.

04

The Results

  • + $3.50 increase in average order value for users on the faster experience
  • Increased PDP views per session
  • Personalized upsells and cross-sells load instantly—on-site and in cart.
  • Smoother browsing → deeper product discovery → higher cart totals
05

Why It Worked

Site speed isn’t just a backend metric—it drives real-world behavior. With faster load times and quicker visual feedback, customers were able to browse more efficiently, view more products, and build bigger baskets. Small technical gains in speed created outsized gains in revenue.

THE IMPACT

+$3.50 Average Order Value

Faster browsing led to deeper product discovery and larger baskets, directly lifting the average order value.

More PDP Views Per Session

Customers browsed more products per visit, spending more time exploring Fair Harbor's sustainable collections.

Instant Upsell Loading

Personalized upsells and cross-sells loaded instantly, on-site and in-cart, maximizing every customer interaction.

Enhanced Browsing Efficiency

Reduced load times enabled customers to compare products faster, leading to more confident purchasing decisions.

Turn Visitors Into Customers

300+ enterprise and high-growth brands rely on Nostra to deliver instant site speed, stronger SEO performance, deeper personalization, and clean, actionable marketing data.

Trusted by 300+ brands

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