Establish a repeatable baseline
Choose representative product, collection and landing pages. Record the test conditions, theme version and active scripts. Include mobile conditions and distinguish laboratory measurements from available real-user data.
Crawl findings and technical priorities
Inspect crawl status, indexability and page-level findings before prioritising fixes.
Review the largest costs
Inspect image sizes, above-the-fold content, theme scripts and third-party widgets. Ask what each feature contributes to the buying journey. Remove or defer unnecessary work carefully rather than assuming every app is expendable.
Verify the store still works
After a change, retest variant selection, cart behaviour, consent-dependent features and purchase paths. Compare the same pages under the same conditions. A faster page is not an improvement if an important buying function has stopped working.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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