Auction portal redesign to achieve 100 times faster page display while serving 4 times more auctions

Customer: Our customer USA Auto Online is an online advertisement portal with cars from the USA

The need: Customer’s business has grown substantially in a relatively small period of time. As USA Auto Online strives to run its services providing exceptional experience both in terms of accessibility and performance to its demanding customers it was clear that their current portal will no longer be able to handle such number of visiting users. Another reason was their need to grow and extend their offer – that wasn’t possible with their current solution.
Before their decision to completely rebuild the portal from scratch we answered below questions:

  • Does the website work smoothly?
  • Does the layout work with all new browsers?
  • Does the website give the right impression of the brand?
  • Is the website optimized in terms of costs?
  • Do all functionalities work properly?

All answers were “No” – therefore we got the green light to go ahead and to select the right technology to achieve all the above goals.

The solution: We rebuilt the existing auction portal using the newest technology and IT standards. The new site was implemented on Umbraco CMS – a fully-featured open source content management system. Umbraco CMS gives you the freedom to build websites, apps or other solutions exactly the way you want. That allowed the client to modify content and update actions without external support. For better user experience we also optimized the search engine module to get the best possible performance.

Frontend part was built as Single Page Application (SPA), meaning that after clicking links, the page will change instantly without reloading. Despite being dynamic, its rendering is Isomorphic, serving the initial page in HTML for improved SEO and first load speed. The application was built according to Responsive Web Design (RWD) so it automatically adapts for both mobile and desktop devices. All of this increased the user experience of browsing web content.

As part of the portal, we implemented a blog module where customer’s content editors promote different car models. Also, a detailed cost calculator was built where the end user can calculate the exact cost of bringing a vehicle from USA directly to his home. As a result, our team delivered a modern website layout with restructured website content and a settled, intuitive navigation structure.

Measureable benefits: As a result, the average time of displaying the page with auctions was 10 times faster and for complex queries with filters even 100 times faster. Fetching the auctions updates file was optimized from 2h to 7 minutes which enabled keeping the site up to date. Everything was achieved on machine with 10 times less RAM and 8 times less CPU. Thanks to those performance changes, we were able to process and expose to end users 4 times more auctions than on the old page.

There has been cost optimization due to the use of hosting in the cloud (Azure Cloud was selected). Our client does not bear the costs of updating and the server and does not need additional supervision which decreased the maintenance and support costs (which were used to improve site SEO). Improved performance allowed our client to launch marketing campaigns to generate additional traffic. Customers are spending much more time on the new website looking for cars. This allowed the owner to think about new ideas that can improve his customers journey even further and increase the conversion rate by 30%.

More details about this case can be found on our blogpost.


  • Umbraco CMS


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