If you’re doing conversion rate optimization for a client on their Shopify store and get a lift of 1%, that’s a huge win. You’ll be popping champagne and discussing what their business can do with tens of thousands of dollars of extra revenue. So why is it that another tactic that often has the potential for a similar impact on a store’s bottom line often goes completely ignored? If you didn’t put two and two together from the title of this post, I’m talking about performance optimization — the art of making websites load, render and respond faster. So many sites these days are getting sluggish - huge images, slow load times, pages that are unusable until a custom web font has downloaded. Sitting on a high-bandwidth connection in our offices, and not experiencing our stores through the eyes of customers, it’s easy for both developers and clients to overlook performance and instead focus on that snazzy new lightbox or worry about the colour palette. In this post, I’m going to tell you why performance optimization should be on your agenda as you build your themes, and the tools and techniques you can use to turn a sluggish site that frustrates customers into a fast one that converts them.
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