CASE  STUDY

Probi: Innovating Probiotics Solutions for the world, including China

Kristin Lin

Probi needed a straightforward solution to deliver our website into China. Chinafy was it.

– Evan Ang, Global Digital Marketing Manager @Probi

Chinafy for Probi

About Probi

Probi is a listed, Sweden-based innovator specialised in clinically proven, end-to-end, probiotics solutions.

With the broader mission to improve human health worldwide, Probi has over 400 patents to date and a presence in 40+ markets - including China.

The probi.com website

The Challenges

Like the majority of websites in China, the Probi site initially faced a number of web incompatibility issues. This resulted in various pain points including -

Their CMS Umbraco’s themes not displaying fully, as intended.

Their videos & media assets not delivering via inaccessible players such as YouTube

Slow loading times, often taking 12+ seconds for anything to load visually

Timeout errors correlated with a high bounce rate

Even with its use of the Microsoft Azure CDN, Probi’s visitor experience was still notably slower in China than elsewhere, if not broken for the most part.

Note: Not all CDNs perform the same, especially in China).


Azure CDN vs other global CDNs in China.

Learn more about Why most websites don’t work in China


As China continues to grow more health-conscious than ever, Probi was determined to turn 1.3 billion population into its biggest APAC market.

And where better to start, than a functional website.

The Numbers

Before Chinafy: Visually broken and loaded at up to 20 seconds

After Chinafy: Visually complete at 6.3 seconds

After Chinafy, Probi achieved notable improvement across multiple indicators.

This includes Page Complete times that are 3.2x faster than before Chinafy.

Results are based on over 80 data points of www.probi.com then vs a Chinafy preview of the site in Beijing.


Results are based on over 80 data points of www.probi.com then vs a Chinafy preview of the site in Beijing.

After Chinafy, the website looks and feels almost the same as the original from China – with the notable difference being that the website is now 3.2x faster and more optimised, visibly with Chinafy.

Looks just the same, except better.

Their improvement in China came with an additional bonus.

After Chinafy, the website loads faster from China than the original site does when loaded globally, from the U.S. You can even test Probi's website in real-time.


Don't just take our words. Take theirs.


Do you use Umbraco CMS? Click Get Started (top-right corner) to optimise your Umbraco website for China.

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