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Speed and quality: How Fruugo increased conversion and sales on their marketplace

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Online retailers are faced with the same daily dilemmas: ‘How to improve website performance and conversion rates?’, ‘How does website performance impact online sales?’, ‘How to prepare for peak traffic and revenue opportunities?’

A slow-performing or error-prone website can cost millions in lost revenue. Retailers need to invest in the right tools to be able to monitor and fix website and application performance issues and identify the business impact of performance.

In this webinar, Luca Collacciani, Senior Director of Web Experience, EMEA, Akamai Technologies will be interviewing Theodore Hettich, Chief Sales Officer, Fruugo to discover how global online shopping marketplace Fruugo manages rapid global growth whilst maintaining low page load times.

In this webinar you’ll learn:

  • How Fruugo achieved an increase in their site performance and page load speeds
  • Strategies Fruugo adopted to see an increase in conversion rates and a decrease in abandonment
  • How Fruugo monitor and evaluate the performance of their website
  • How Fruugo improved customer satisfaction by concentrating on the UX of their site
  • What future plans Fruugo has to continue to expand and grow their business


Luca Collacciani

Senior Director of Web Experience EMEA

Akamai Technologies

In his role, Luca is responsible for the strategy and management of Akamai Web Experience solutions portfolio in Europe, Middle East and Africa. Luca leads the Akamai team focused on technology and solutions for optimising and analysing Web and Mobile experiences, so companies can successfully engage with their customers through digital apps.

Luca joined Akamai in 2008, responsible for the start-up of the firm’s operations in Italy. Prior to Akamai Luca was at Google leading the emerging vertical (Healthcare, High Tech and Consumer Packaged Goods). He previously worked for SAP, Sonic Software (part of Progress Corporation) and Tele2. Early in his career, he co-founded Netminers, a web-based publication that offered technology news and analysis.

Luca has a BCs in Mathematics from Greenwich University (London), and a MSc in Economics from Berkeley(USA) & Cattolica University (Italy).

Theodore Hettich

Chief Sales Officer


Theodore Hettich (Ted) was previously UK Country Manager for Become Inc. an Online Comparison Shopping Engine that was acquired by Connexity (Shopzilla). Ted has significant experience within global retailer acquisition, international B2B sales and partners, affiliate marketing and has a MSc. in Marketing from the University of Salford, Manchester. 

Following a few years working in Germany and the UK as Global Head of Partnerships for Fruugo, Ted is now Chief Sales Officer and was recently appointed to the Fruugo Board of Directors in 2018, furthering Fruugo’s cross-border mission abroad while directing their internationally based Sales & Account Management teams.

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