Making it easier to log in and check out is the most effective way to reduce cart abandonment. Social media logins allow shoppers to quickly log in using their social media accounts, reducing the amount of work shoppers have to do to buy your products.
Most eCommerce customers don’t use a password manager; they should, but they don’t. It is common for shoppers to forget passwords. WooCommerce provides password reset functionality for just this eventuality, but it’s a hassle and it introduces friction into the buying process.
Anything that makes it harder to shop hurts sales. Anything a WooCommerce store owner can do to make shopping easier increases sales. Social media logins remove the friction associated with authenticating on a WooCommerce store.
How do social media logins work?
Social media logins are a form of single sign-on (SSO). The user signs in on one domain, and that domain is used to authenticate them on other domains that implement single sign-on. You’re most likely to have come across social logins via sites that invite you to “Sign in with Facebook” or “Sign in with Google”, both of which run single sign-on services.
Single sign-on works by transferring an authentication token from the domain of the single sign-on provider. When the shopper arrives at a WooCommerce store, they choose which service they would like to use to sign in. They are redirected to the SSO provider’s domain, which sends the token that authenticates them on the WooCommerce store.
The shopper only has to remember one set of login details. Because they are almost certainly logged in on Facebook or Google already, the sign-in process is nearly instantaneous.
Adding social media logins to WooCommerce
There are several single sign-on plugins for WooCommerce, but Nextend Social Login is among the most popular. Once installed, the plugin integrates with a store’s existing log in interface. It supports many of the most common social platforms that provide an SSO service, including Facebook, Google, Twitter, LinkedIn, and VKontakte. A particularly useful feature is the ability to link existing WooCommerce accounts to social media accounts, so that all shoppers benefit from social media logins.
While social media logins are great for B2B retailers, enterprise and B2B customers may prefer to use SAML single sign-on, which can integrate with a business’s preferred identity provider. WooCommerce can quite easily be hooked up to a SAML SSO platform with the miniOrange SAML 2.0 Single Sign On (SSO) plugin, which provides SSO integration with major identity providers, including Google Apps, ADFS, Salesforce, Azure, IBM, Oracle, and many more.
Social media logins are easy to implement, so why not give shoppers the option to log in with their preferred social platform. Social media logins give shoppers a frustration-free experience and your store benefits from fewer cart abandonments.
Towards the end of last month, WooCommerce 3.5 was released with new features for users and developers. As a minor release, WooCommerce 3.5 is compatible with sites running WooCommerce 3.0 or greater. There should be no plugin or theme incompatibility problems, but it’s always better to test before upgrading your live site. Hostdedi Cloud users can take advantage of our dev site creation tool to instantly and securely deploy a testing site.
REST API v3
The WooCommerce REST API provides a powerful programmatic interface for controlling a WooCommerce site and accessing its data. The third iteration of the API is the major new feature of WooCommerce 3.5. It includes a host of new endpoints and expands the features of some existing endpoints. Among the new endpoints are those for creating, listing, and updating product reviews; refunding line items; and new report endpoints for getting order, product, customer, and review counts.
Minor Tweaks For Retailers
As usual, the WooCommerce team has provided a handful of improvements to the store owner experience. One of the most interesting is the addition of a low-stock threshold for individual products. It’s now possible to trigger a low-stock notification when stock levels go below a configurable threshold. Low-stock notifications were already possible with extensions, but it’s useful to have such an important feature built into WooCommerce itself.
WooCommerce’s transactional emails have been modernized. These emails are sent when users complete an action on a store, such as placing an order, or for other notifications. The copy was getting a little stale and has been brought up-to-date. Other improvements include the ability to export products by category using the CSV exporter.
Good News For Developers and WooCommerce Professionals
In a welcome move, WooCommerce has integrated the Action Scheduler library into WooCommerce core. As the name suggests, the library is used to schedule actions, such as subscription renewals, by many popular WooCommerce extensions. By including the library in WooCommerce, all developers can access a “robust, scalable background processing solution.”
The Custom Product Tables feature plugin is focused on improving database performance by using database tables that are specifically designed for eCommerce stores. The results are promising, with a 30% speed boost on page loads in testing. Once again, the feature plugin is being developed and should not be run on a production store.
It should be stressed that feature plugins are not ready for use on a production store. They are in the early stages of active development. But if you are interested in what developers are considering for the future of WooCommerce, it’s worth taking a look.
Slow-loading pages and unresponsive interface elements are kryptonite for online stores. Shoppers expect a pleasant experience, and there is nothing pleasant about looking at a loading indicator for ten seconds or trudging through a multi-step checkout process that takes what seems like forever to load each page.
A fast WooCommerce store depends on dozens of hardware and software components firing in the same direction. Performance-optimized WooCommerce hosting provides the store’s main engine, but configuration mistakes and software bugs can throw sand into every page load and user interaction.
This article looks at why load testing can help to keep your WooCommerce store optimized, by finding areas for improvement and change.
What Is WooCommerce Performance and Load Testing?
Performance testing measures how a WooCommerce store performs on an ordinary day. How quickly do the home and product pages load? How long does it take for the shopping cart to be displayed after the user clicks the checkout button? Performance testing provides a baseline answer to these questions.
Load testing looks at performance under pressure. It answers questions such as these: How many concurrent users can a WooCommerce store support before performance becomes unacceptably slow? How does the store perform when traffic peaks during a sale? Load testing provides information about how your store performs under real-world conditions.
Why Performance and Load Test WooCommerce?
Performance and load testing put a WooCommerce store through its paces, revealing opportunities for streamlining and performance improvements.
By testing your WooCommerce site, you’re able to see how your hosting environment, application, and any plugins you have installed will work under pressure. You’ll then be able to see what areas need improvement – if any.
How to Performance Test a WooCommerce Store
An example page speed waterfall in Chrome.
The simplest way to load test a WooCommerce site is to time how long important pages take to load. The Google Chrome browser — and other browsers — include several tools to time page-loads and identify the causes of latency.
To do this in Chrome, head to the “More Tools” entry of the Chrome menu and choose “Developer Tools”. There are a couple of interesting tabs in this interface: Performance and Audits.
The Performance tab provides load-time measurements and a waterfall diagram that displays the page’s components and how long they take to load. This can give you a clear indication of what page elements can be optimized to increase your WooCommerce store’s performance.
In the Audit tab, you will find Lighthouse, a comprehensive performance testing tool that provides a wealth of information, including performance optimization suggestions. Once you’ve navigated to this tab, simply click “Perform an audit” to start the test. You will be given results in relation to four categories.
Progressive Web app
Under each category, you will be provided with a list of audits you have failed and audits you have passed. This gives you a great springboard for implementing more advanced page optimizations.
Alternate Tools for Testing WooCommerce
If you would prefer not to use a tool from Google that requires the Chrome browser, take a look at Pingdom tools, WebPageTest, or GTMetrix. With these tools, you can change the location you want page requests to come from. This allows you to test the speed of your site worldwide. You can also add advanced testing conditions, such as the number of tests to run, the browser the page is rendered in, and more.
Load Testing A WooCommerce Store
Loading pages individually is useful, but it doesn’t capture the full shopping experience. To do so, a test must simulate several page loads, putting items into the shopping cart, checking out, and more. Lots of tests should run concurrently to determine how the store performs under real-world traffic conditions.
Load testing is more complex than performance testing and will typically require help from a developer who can automate the process. There are several web services that make load testing easier by allowing site owners to run simulated shopping trips from the service’s cloud infrastructure.
Load Impact is one of the most popular load testing services. It allows WooCommerce retailers to record a typical shopping trip using a Chrome extension and then run the same trip multiple times simultaneously.
Cloud load testing can be expensive, but it’s possible to build DIY load testing infrastructure using cloud or dedicated servers and open source software — that’s how we load test our performance-optimized WooCommercehosting plans.
Recently started your first WooCommerce store or looking to expand functionality? Explore these eight WooCommerce plugins we think you should know about.
Getting feedback from customers on your WooCommerce store is important. Data, analytics, and split testing are some of the evidence-gathering tools you have at your disposal, but in order to create a complete picture, you should be asking customers what they think directly.
When your WooCommerce store goes live, there are a number of factors potential customers will consider; style, user experience, and interface are only a few. Some of these factors can be researched and managed before release, others require a process of trial, feedback, and improvement.
This article looks at the ways in which you can collect vital feedback on your WooCommerce store and how each of those channels has its own unique advantages.
Try optimized WooCommerce hosting and get the most out of your store. Get Started.
Direct Vs. Indirect Feedback
There are two ways to gather customer experience feedback on your WooCommerce store: directly and indirectly. We often focus on indirect methods, particularly deductions based on measurements and observations. But direct methods — asking customers and paying attention to what they say — can help us to lock down the causes of poor performance faster.
When you observe that shoppers who arrive on a landing page have a higher than average chance of leaving the site immediately, it’s reasonable to develop a hypothesis about why that may be and carry out tests to see if changes to the page reduce the bounce rate. Perhaps you think that the copy on the page is confusing, so you make some changes and test to see what happens.
With enough hypotheses and tests, you will discover the key to reducing bounce rates, but it may take a long time to hit on the right explanation. It’s often quicker to ask a subset of shoppers. You don’t have to accept their answers as the absolute truth, but their input may help you formulate better hypotheses and design more effective tests.
Feedback Collection Channels
There are numerous channels through which you can collect feedback. Each of them offers its own advantages and disadvantages.
Surveys are the most common strategy for eliciting user feedback. This method is great for reaching a large audience directly. WooCommerce retailers can take advantage of plugins such as WPForms to create on-site surveys or use a cloud service such as SurveyMonkey.
Creating surveys is easy, but getting customers to respond can be more of a challenge. You can simply ask customers to fill in a survey after they check out. However, it’s likely you will have better results if you offer a discount, voucher, or free gift in exchange for the shopper’s time.
The information you gather will be more useful and actionable if you ask a small number of specific questions. These results can be tested with an A/B test to see if they do actually improve conversion rate.
Another great way to gather customer feedback is to call them and ask questions directly. Calling customers is a great way to engage in high-quality, qualitative data collection and feedback.
However, most WooCommerce customers are not going to opt-in to a long phone discussion. This method can cause your customers to see you as a source of spam and it may stop them from making repeat purchases. Good use of discounts and vouchers can help to increase response rate, but it’s not guaranteed.
It’s important to be careful with who and how often you target customers in this way. One call will be ok for most people, but adding customers to a call list for repetitive questioning when they say they’re too busy, is a quick path to losing an otherwise loyal following.
An active social media account that encourages conversations with customers can be a treasure trove of insights about customer experience and sentiment. You should pay attention to what users are saying in free-form conversations, but it is often more effective to give specific prompts — ask customers what they think.
Social media can be incredibly revealing due to its connection to your buyer’s journey. If you’ve set up your analytics tools correctly, you should be able to track how people are entering your sales funnel and then where they are departing.
In addition to this, social media users represent a particular segment of your market. Data gained from this channel is invaluable for defining this segment and targeting them more effectively.
Both Twitter and Facebook can embed short surveys in their feeds and promote them to particular demographics.
Your support team interacts directly with customers. They handle shoppers’ complaints and questions every day. It’s likely that no employee in the company has a better understanding of the shortcomings of your WooCommerce store and the business it supports.
Have the support team take notes regarding the most common issues customers experience. Then come up with ways of reducing those issues and improving the customer experience.
Unlock the Promise of Your WooCommerce Store
eCommerce distances retailers from their customers, which is why we rely so heavily on data and analytics to make decisions. But customers can help you to understand your business — you just have to ask.
The dream of marketers is to send personalized content to leads at precisely the moment it is likely to have the most effect. Although most WooCommerce hosting clients don’t have a multi-dimensional trove of data about shoppers, we do have clues that can be used to personalize and schedule content with a positive effect on conversion rates and eCommerce revenue.
Shoppers interact with WooCommerce stores: they browse products, put them in carts, make purchases, abandon carts, read blog articles, send support emails, visit and stop visiting, leave reviews, and more. Each event presents retailers with a chance to engage with their customers.
If that sounds complicated and time-consuming, that’s because it is. There are so many different processes involved in marketing that it is easy to neglect areas that might have an impact on the bottom line. As a retailer, you are focused on getting customers to your store with inbound marketing and advertising, improving the eCommerce experience with conversion rate optimization, building a brand, supporting customers, and more.
Marketing automation reduces the labor involved in marketing by automatically sending emails and other communications when they are relevant.
Let’s have a look at some examples.
When a customer creates an account on your store, you have an opportunity to engage them with content and promotions to help them understand your brand and the products you sell.
Abandoned cart reminders
As I have written elsewhere on this blog, it is more common for eCommerce customers to abandon carts than it is for them to make a purchase. Well-timed emails that remind customers of the products they selected can decrease abandonment rates substantially, especially if they include a coupon code or promotion.
Here, engagement is triggered by something the shopper doesn’t do, namely visiting the store or buying a product. Win-back emails are intended to give shoppers who have not visited recently a good reason to do so.
In this article I have focused on email, but there are marketing automation solutions for a wide range of platforms, including social media, SMS, advertising.
Marketing Automation And WooCommerce
WooCommerce marketing automation can be implemented as an integration to a third-party marketing automation platform or as a plugin that provides similar functionality.
Marketo is a leading eCommerce marketing automation platform, and although it doesn’t provide a WooCommerce plugin, it is possible to move WooCommerce customers into Marketo via Zapier.
HubSpot, another prominent marketing automation provider, benefits from a third-party WooCommerce plugin that provides excellent integration and real-time data syncing between a WooCommerce store and the HubSpot platform.
AutomateWoo is a premium WooCommerce plugin that includes a wide range of marketing automation capabilities. Each of the marketing automation examples I mentioned – sign-up, abandoned cart, and win-back programs — are possible with AutomateWoo, in addition to card expiry notifications, product recommendations, SMS notifications, and more.
Automating WooCommerce marketing helps retailers to take advantage of the many opportunities for engagement with shoppers without the massive investment of time and money it would take to do it manually.
One of the things we admire most about WooCommerce is its rich out-of-the-box functionality. A new eCommerce retailer can start selling in next to no time. They can focus on adding products and configuring their store without needing to install an array of extensions to add essential features.
But including every possible feature would result in a messy and bloated application, which is why WooCommerce also provides a way to add extensions that bring new tools, integrations, and features.
Even during the setup process in WooCommerce, you are given the option of installing additional extensions to add functionality to your WooCommerce store. We highly recommend new eCommerce merchants to browse the available WooCommerce extensions to get a feel for what’s possible.
In this article, we’re going to highlight six popular plugins thatvWooCommerce professionals shouldn’t be without.
What is the difference between a WooCommerce extension and a WooCommerce plugin?
In reality, nothing. Both are used interchangeably to refer to something that adds extra functionality to a WooCommerce store or a WordPress site. Plugins likely came into effect due to the use of the term for adding WordPress functionality, while extensions is used by WooCommerce to refer to plugins that only influence WooCommerce.
Product Filter for WooCommerce gives customers extra options for filtering and sorting products. Products can be filtered by price, category, color, size, availability, and many other factors. The filtering is responsive and intuitive, and is fully customizable by the WooCommerce store owner.
Product filter is a great addition to a store with more than a handful of SKUs, as it allows for store owners to make the user experience as streamlined as possible. Remember, the better UX on your store, the higher conversions will be.
Customers have lots of reasons for putting products in the cart and some have no intention of buying, but a significant proportion of abandoned carts can be “saved” if the retailer contacts the customer to remind them or send a relevant offer.
Abandoned Cart Lite is a simple extension that will email notifications to shoppers to remind them about orders that aren’t completed. Abandoned Cart Pro — the extension’s premium version — includes the ability to add unique coupons to the emails.
Have you ever found yourself feeling as though you don’t have enough options when it comes to customizing your products? Is there a field you don’t see in stock Woocommerce that you think should be there?
WooCommerce Extra Product Options extends the range of product options available to WooCommerce retailers. Additional product options can be added via checkboxes, radio buttons, date pickers, and forms, depending on the needs of the retailer.
Do you want to set custom rules for pricing on your products?
Not all stores follow a one size fits all approach and trying to customize multiple price points for a single product in stock WooCommerce can be a challenge.
WooCommerce Dynamic Pricing & Discounts is an all-in-one solution for price and discount management. It can be used to create sales, bulk pricing, BOGOF offers, member pricing, loyalty programs, and more.
Manual collection of data can be so much easier. Instead of spending a significant amount of time taking data out of your WooCommerce store and entering it into a spreadsheet, why not use a Woocommerce extension that adds that functionality for you?
We are big fans of automation. Running an eCommerce store of any size is a lot of work, and much of that work involves moving data from one service to another.
Zapier is great for connecting WooCommerce to the other tools you use to run your business, including marketing tools, spreadsheets, and accounting platforms.
WooCommerce Google Analytics does exactly what the name suggests, allowing merchants to leverage the power of Google Analytics to track a variety of eCommerce-related metrics, including cart actions, product views, and user journeys.
Reaching an international audience usually has one large barrier to entry: language.
Whether it’s trying to reach an audience halfway around the world, or just next door, if they can’t understand your page content, they’re not going to get very far.
WooCommerce Multilingual helps to bridge this gap with automated multilingual functionality. Content created in your first language is translated into the user’s language – detected through their browser – and maintained through the entire purchasing process.
WooCommerce Multilingual also adds the ability to manage multiple currencies in conjunction with multiple languages. A great way to start expanding your eCommerce business quickly.
Something that often goes overlooked by new store owners is that of invoices and packing slips. This little addition can be the difference between looking like a professional store and something a little more amateur.
For some first-time store owners, invoices and packing slips is another area where time can easily be saved by letting an extension manage the process for you.
WooCommerce PDF Invoices & Packing Slips allows you to generate and attach invoices to emails or prepare for printing with just the click of a button. Added functionality and saved time.
The Best WooCommerce Extensions
Are there any Woocommerce extensions or plugins you think we’ve missed? There are hundreds of WooCommerce extensions for retailers to choose from, so feel free to let us know about your favorite extensions in the comments.
Since we first added WooCommerce hosting to our lineup of performance-optimized eCommerce hosting options, we have seen huge demand from retailers looking to combine the user-friendliness of WordPress with WooCommerce’s simple yet powerful eCommerce experience. We’re delighted that so many retailers have embraced our unique spin on WooCommerce hosting, which is capable of supporting stores of any size.
Towards the end of last month, WooCommerce 3.3 was released. As a minor release, there are no big new features, but, in typical WooCommerce style, there are plenty of small enhancements that add up to an easier workday for retailers.
We’re going to have a look at a few of the enhancements that arrived in WooCommerce 3.3, but before we get to that, I’d like to talk about the little hiccup that disrupted the usually smooth release process.
One of the goals of WooCommerce 3.3 was to increase compatibility with third-party themes. However, the changes caused problems on some third-party themes, which lead to the removal of WooCommerce 3.3 from the WordPress Plugin Directory. It was a small issue, affecting the display of categories in some themes. The issue was soon resolved and WooCommerce 3.3.1 was released, which is the version you’ll get if you update WooCommerce today.
New Features In WooCommerce 3.3
An improved order screen.
The order screen has been given a facelift, with larger buttons that display an order’s status on the order screen itself, saving users from having to click through to the order’s details to see its status.
A new stock status.
WooCommerce 3.3 includes a new stock status for items that have stock management turned on. When a store’s stock levels reach critical, WooCommerce will show the item is “Backordered” or “Out of stock”, making it easier to see at a glance the status of specific products.
On the fly thumbnail regeneration.
This one solves a minor but long-standing annoyance for retailers: from WooCommerce 3.3, image thumbnails will be automatically regenerated on-the-fly when new product images are uploaded.
Broader theme compatibility.
Usually, WooCommerce retailers use WordPress themes that have WooCommerce support built-in. Ordinary WordPress themes have been known to cause problems. WordPress 3.3 adds improvements to allow just about any WordPress theme to work well with the eCommerce plugin, which means WooCommerce users can choose from a much bigger pool of themes.
Since the mixup with theme support earlier in the month, you might be tempted to hold off on updating to WooCommerce 3.3(.1). But, it is generally a good idea to install new versions of WordPress plugins as they become available. In addition to adding new features, releases typically include security fixes to close vulnerabilities in the software. If you don’t install the new release, you don’t get the fixes. The most recent version of WooCommerce has been tested on dozens of themes, and everything looks great so far.
Now that we’re well into the New Year, let’s take a look at what’s been trending so far so we can stay on top of the game! Check out this month’s roundup and if you’re looking for the same great articles the rest of the year, follow us on Twitter, Facebook, and Google+. Enjoy and…
What’s the most important part of your Magento or WooCommerce eCommerce store? For my money, nothing is more important than product pages and the content on them. Product pages sell, and everything else on an eCommerce store except the cart is there to get people to the right product pages.
I’ve never done the experiment, but I think no one would argue that it would be possible to build a pair of identical eCommerce stores with identical products and make one much more successful than the other.
How? By building incredible product pages.
Too many eCommerce merchants take a “good enough” approach to their product pages, pulling copy and images from their suppliers without even checking to make sure the formatting is right. If you have thousands of products, automating product pages is understandable, but it’s a missed opportunity. If you want your product pages to sell, take the time to make them compelling.
What does an effective eCommerce product page look like?
With most eCommerce applications, the product title appears in the blue text of Google search results and in the most prominent position of social media posts. Just like a headline in an article, the title of a product page can make all the difference to whether a shopper clicks or not.
Make product page titles concise, descriptive, and easily understood.
Concise means short and sweet: don’t try to cram the full product description into the title.
Descriptive means that the title conveys the essence of the product accurately: don’t use empty meaningless “creative” descriptions.
Easily understood means written in good English (or the appropriate language for your market). Don’t use stock numbers or technical product descriptions in the title.
Put on your SEO hat and include relevant keywords, but don’t go overboard.
Images / Video
Words can’t convey the essence of a product as powerfully as images or videos. Provide a range of images that look good and that accurately represent the product. By all means, include creative art shots, but also include well-lit closeups of the product on its own.
Optimized Product Descriptions
Product descriptions are where every store can afford to be original and unique. The descriptions are a canvas on which each store can paint a word picture of the product that will appeal to their specific market segment.
Address product descriptions to the people who buy the products. As a writer, I keep the mantra “know your audience” in mind whenever I write. Each sentence is written to convey a message to that audience. Product descriptions are the same.
Once again, pay attention to search engine optimization and keywords.
Reviews And Testimonials
Social proof works. People are more likely to make a purchase when they know other people have had positive experiences.
Titles, images, descriptions, reviews — these are concrete things. Branding is more ephemeral and difficult to pin down. What feeling do you want your store to create in its users? Do you want shoppers to think you’re edgy and convention defying, technical and geeky, lighthearted and playful, serious and thoughtful?
The brand you want to cultivate should guide every decision you make about product pages, from the design to the copy and the images.
Without testing, there’s no way to know whether changes you make to product pages are effective. Nothing I’ve said so far matters more than testing. When you are considering a change, use a split testing solution like Magento’s or Nelio AB Testing For WooCommerce to make sure it’s as effective as you hope.
Most important of all, take the time to look at your product pages and ask yourself these questions.
Would I be influenced to make a purchase by this page?
Does this page reflect the values and image of the brand I am trying to build?
Does this page have all the information a shopper needs to make an informed decision?
If the answer to any of these questions is no, then it’s time to give your product pages some attention.
A content distribution network (CDN) can reduce the amount of work your WordPress server has to do and improve the performance of your site for visitors across the world.
Fortunately, static assets are the perfect candidate for caching. Once static assets are loaded by the browsers of your WordPress site’s visitors, they’re saved so that they don’t have to be loaded again the next time they’re included in a page. That makes the page faster the next time it loads, but it does nothing for the first load or for any page load after the static files have changed.
A content distribution network is a type of cache that sits somewhere between the browser’s cache and the on-server caches provided by plugins like WP Rocket or W3 Total Cache. A content distribution network is composed of servers in data centers around the world. The servers comprising a CDN are called edge nodes because they’re at the “edge” of the network.
When your WordPress site is hooked up to a CDN, its static assets are uploaded to the edge nodes. Most content distribution networks have edge nodes located near major population centers. The Hostdedi CDN has edge nodes right across the US, Europe, and Asia. When a user requests a page from your site, the static content is loaded from the nearest edge node, not from your WordPress site’s server.
Let’s say your WordPress site is based in our Southfield, Michigan, data center. A visitor from Sydney, Australia, requests a page from your site. Without the CDN, the images and scripts would have to take a 9000 mile trip from Southfield to Sydney. In a perfect world, data could make that trip in less than a tenth of a second, but we don’t live in a perfect world.
The data may pass through lots of routers, switches, and copper cables before it arrives at its destination. And it’s a two way trip: the request has to travel from Sydney to your server and the response from your server to Sydney. In many cases, the round trip time will be multiple seconds, which doesn’t lead to a positive web experience.
But if the static assets don’t have to come from your WordPress server in Southfield, the trip could be much shorter and faster. A CDN caches the static assets in a data center close to the user in Australia, perhaps just down the road in Sydney. The request is diverted to the nearest edge node, and the data delivered in fractions of a second.
A content distribution is essential if you want to offer international users and even users on the other side of the US a great experience on your WordPress site.