Technical CRO
Fix technical friction that affects buying confidence: speed, recurring errors, brittle templates and risky releases.
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When a WooCommerce store is slow, fails Core Web Vitals, or keeps breaking after updates, the fix is rarely a full rebuild, it's targeted work on the templates that make money. We improve the real Largest Contentful Paint element, cut the JavaScript that hurts responsiveness, stabilise layout, tame WooCommerce cart fragments, and harden the product, cart and checkout templates against recurring defects, then measure it in field data and revenue.
Page caching for anonymous catalogue and product traffic, a persistent object cache for database-heavy work, and a CDN for static assets, with Cart, Checkout and My Account kept uncached. We fix TTFB before chasing cosmetic tweaks.
We check whether wc-ajax=get_refreshed_fragments is firing on non-cart routes, then limit it or move to the modern Mini-Cart block (the Interactivity API Mini Cart, default since WooCommerce 10.4, ships smaller JavaScript).
On product, category and landing templates, correct image dimensions, responsive srcset/sizes, WebP or AVIF where practical, no lazy-loading of the LCP image, and fetchpriority="high" or a preload where it's discovered late.
Trim render-blocking CSS and the JavaScript that slows real interactions, variation selection, add to cart, mini-cart, coupon apply, shipping and payment changes, checkout submit, including reviewing payment SDKs, chat, consent and personalisation scripts.
By reserving space for images, promo bars, notices, trust badges and embeds, and using a font-loading strategy that avoids late swaps.
Not by guessing, staging, a default theme, deactivating plugins one by one, Health Check troubleshooting mode, and the browser Console and Network panels.
By enabling HPOS where compatible and using WooCommerce CRUD rather than direct writes to legacy tables.
Hooks before long-lived overrides, selective overrides where needed, and Site Editor block templates for product, cart and checkout, shipped via staging with a short regression checklist.
We treat field data as the source of truth, because that's what Google scores and what your customers actually experience. The scorecard is Google's current thresholds at the 75th percentile: LCP 2.5s or under, INP 200ms or under, CLS 0.1 or under, with TTFB under roughly 0.8s as a server-side diagnostic. We use three layers, Search Console Core Web Vitals for the field view, PageSpeed Insights and CrUX to separate field from lab, and our own real-user monitoring sent into GA4 and BigQuery so we can segment by template, device and channel. On the commercial side we're honest about attribution: the strongest evidence (Deloitte's commissioned research, and A/B-tested case studies like Vodafone's) shows speed is often commercially meaningful, but we describe outcomes as measured and associated, not as a guaranteed lift, and confirm with a controlled test where we can.
Yes. Google still recommends good Core Web Vitals for Search and for user experience, but is also explicit that good vitals alone don't guarantee rankings, relevance still wins when it's the better answer. They matter; they aren't magic.
Often, yes. The highest-value work is usually targeted: fix cart fragments, improve the real LCP element, trim template JavaScript and CSS, stabilise layout, update stale template overrides and harden the checkout. A full rebuild is rarely the fastest route to a faster store.
No, not as normal page-cache targets. WooCommerce's own guidance is that Cart, Checkout and My Account must stay dynamic, and session and cookie behaviour has to be handled correctly, or you create functional breakage while chasing speed.
They can be evidenced far better in GA4. We send Web Vitals events into GA4 and BigQuery so we can segment by template, device and commercial cohort, while being careful to distinguish correlation and before/after movement from true causation, which needs an A/B or holdout test.
The results on my website speed have been excellent. As an ecommerce business speed and up-time are so important and Eliot ensured that disruption would be minimal during the transfer.
Emma
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