Mobile PageSpeed 61 to 95, and a 12-second bottleneck closed
A US natural soft-drinks brand
The Brief
A Shopify store selling natural, better-for-you drinks in three flavors, plus combo packs. The range is deliberately clean-label: made with basil, zero preservatives, no caffeine, 0% alcohol, lightly carbonated, gluten-free.
What the brand wanted was a sustained program, not a one-time engagement. Find issues through recurring audits, fix them, keep performance in check, understand how real visitors move through the store, and build dedicated landing pages so campaign traffic has somewhere purpose-built to land. Every week, continuously.
That is a different shape of work from a single optimization pass, and it produces a different kind of result: not a finished number, but a moving one with a known next target.
The Approach
Weekly CRO UI/UX audits, so friction gets caught as it emerges rather than accumulating until someone commissions a review. A store changes constantly — new products, new campaigns, new content — and each change is a chance to introduce something that costs conversions quietly.
We paired those audits with performance analysis, because speed sets the ceiling on everything else. A page that has not finished loading cannot convert anyone, however well it is written.
Clarity session analysis showed how visitors actually moved through the store and where they gave up. And we built dedicated landing pages so campaign traffic arrives somewhere focused instead of on a general storefront, where a visitor who clicked a specific ad has to work out for themselves where to go next.
Throughout, the clean-label positioning stayed central. For a better-for-you brand, the ingredient story is the reason people buy, and optimization that buries it under conversion furniture would cost more than it returns.
What we Did
Ran CRO UI/UX audits every week. A recurring pass over the store to surface friction points as they appeared, rather than a single audit whose findings go stale the moment the store changes.
Worked through the fixes each cycle. Issues found in the week’s audit were addressed in the week’s work, so the list never turned into a backlog. The sticky Add to Cart below is one of them, found in an audit pass and shipped in the same cycle.
Ran performance analysis alongside. Load speed monitored continuously so it stops acting as a drag on conversion, and so a regression gets caught in days rather than discovered in a quarterly review.
Used Clarity session analysis to guide the work. Where visitors dropped off, and what they were doing immediately before. Those recordings decided what got fixed next.
Built dedicated landing pages. Campaign traffic now arrives at a purpose-built destination matched to what was clicked, rather than at a general storefront that asks the visitor to navigate.
Kept the clean-label story in front. Zero preservatives, no caffeine, 0% alcohol, gluten-free — the ingredient positioning is the purchase reason for this category, so it stayed central to the messaging rather than being displaced by conversion elements.
Before
Scrolled into the product detail, the buy control is off-screen. A shopper who has just finished reading the reason to buy has to scroll back up to act on it.
After
A sticky panel follows the page down, carrying the thumbnail, price, quantity stepper and the button. The buy action is never more than one click away.
Found in a weekly audit, shipped the same cycle. This is what the recurring cadence produces: not a redesign, but one specific piece of friction removed while it is still cheap to remove.
A campaign landing page. One seasonal hook, one offer, one button. Traffic from a specific ad arrives somewhere built for it instead of on the general storefront.
A second angle on the same audience. Where the seasonal page leads with an offer, this one leads with provenance. Two entry points, two reasons to buy, both ending in a single clear action.
The ingredient story, made concrete. Named botanicals with a reason each one is there. For a better-for-you brand this is the purchase argument, so it stayed above the conversion furniture rather than beneath it.
Bundle architecture and price anchoring. The bundle is shown against its full price with the saving stated, and the single packs sit beside it as the comparison. A sticky offer tab follows the visitor down the page.
Results in Detail
Mobile PageSpeed from 61 to 95, desktop from 77 to 93. The mobile Largest Contentful Paint that had been sitting at 12.2 seconds now resolves in 2.3.
An earlier round had taken the store to 61 on mobile with one bottleneck still open. The diagnosis at that point was that JavaScript was not the problem: blocking time was already low, which pointed the finger at asset loading rather than script execution. That turned out to be right, and fixing it moved the largest paint from 12.2 seconds to 2.3.
Performance, first round and now
Two measurement points across the ongoing program.
Mobile is the number that matters for this category. A drink is an impulse purchase discovered on a phone, and a twelve-second wait for the main image is not a slow page, it is an abandoned one. At 2.3 seconds the largest paint is inside Google’s good threshold, blocking time is zero, and nothing shifts under the thumb while the page settles.
Mobile— Performance 95. LCP 2.3s · TBT 0ms · CLS 0.
Desktop — Performance 93. LCP 0.9s · TBT 0ms · CLS 0.063.
Accessibility is the current next target. The same audits now show accessibility at 66 on mobile and 89 on desktop, and that gap is the next item in the queue.
Naming it here is the same discipline that closed the paint bottleneck. The remaining work is visible in the reports above rather than cropped out of them, which is what makes the numbers next to it worth trusting.
Conversion rate increased across the ongoing program.
The weekly cadence is what produces this rather than any single change. Each cycle finds the next piece of friction while it is still small, which is a different mechanism from a one-off pass that moves the number once and then decays.
Alongside the work above, we ran weekly CRO UI/UX audits on cadence and fixed the issues they surfaced across the store, with performance analysis running continuously so site speed does not hold conversion back. Clarity session analysis is also ongoing,identifying drop-off points from real user sessions, and dedicated landing pages are now live to give campaign traffic a focused path to conversion
Tools & technologies
What the build runs on
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