My Favourite Store Load Time and Business Performance Tips - Conversion Rate Optimisation Expert

My Favourite Store Load Time and Business Performance Tips

Written by Reed

The truth is most of the time people don’t care what your site looks like if the load times are slow. If the information is compelling and it’s friction less to move around you’ve won 80% of the battle.

I’ve found that the visual design is best to have adequate spacing, but don’t go over the top with art direction, it’s a huge distraction and it is usually cumbersome to performance.

Getting your load times performing well is a hard tasks for your developers, especially when you’re insisting on having 12 unnecessary plugins or app extensions on the page, so keep extensions to a minimum.


  • Make sure your open source or licensed ecommerce platforms is utilising adequate hosting
  • 4 Seconds is max for load times. Try and get the whole homepage under 800kb and test incognito mode. My site cached is 300ms and I sell b2b services. For b2c I’d expect similar or definitely under 900ms.
  • For those image heavy websites, TinyPNG can squash your main images to super low file sizes.
  • Remove ‘Quick View’. It does the opposite of what your platform wants. It actually provides a slower experience when a customer wants to learn a lot about a products, adds a lot of extra code, giving them a snapshot view isn’t really that valuable in my experience.
  • Platforms users: Contact the platform or use experts to advise if speed becomes an issue.
  • You don’t need fancy new frontend frameworks like React or Vue. They are great though kind of the opposite of what you need to care about, html, css and javascript is what you care about.
  • My frontends are a super optimised package to deliver global styles, speed of build and speed in production at a pace where you can add your brand colours and be selling.