Page Speed Optimization

The Crunch Cup's Site Speed Optimization - A Technical Case Study in Performance Improvement


The Crunch Cup's Shopify Plus site optimization was a meticulously planned endeavor to elevate the mobile user experience through significant improvements in page speed metrics. The project's cornerstone was a comprehensive audit and subsequent enhancement of key performance indicators such as First Contentful Paint (FCP) and Largest Contentful Paint (LCP).

Technical Audit and Strategic Approach:

An in-depth analysis revealed several performance bottlenecks, particularly affecting mobile user experience. Metrics like FCP and LCP were significantly lagging, prompting a targeted optimization strategy.

Detailed Optimization Initiatives:

In-depth Image Optimization:

  • Conducted a granular analysis of all images on the site, identifying opportunities for size reduction without compromising visual quality.
  • Implemented a dynamic image serving mechanism that selects optimal image formats based on user device capabilities, significantly reducing payload sizes.
  • Outcomes: These optimizations led to a marked reduction in image load times, directly contributing to an improved LCP metric.

Comprehensive JavaScript Refinement:

  • Performed a line-by-line review of JavaScript code to identify and eliminate inefficiencies, reducing unnecessary computational demands.
  • Introduced a more efficient script loading strategy that prioritizes critical features, enhancing the site's interactivity index.
  • Outcomes: The streamlined JavaScript execution resulted in a notable decrease in Total Blocking Time, enhancing the site's responsiveness.

CSS Streamlining and Critical Rendering Path Optimization:

  • Optimized CSS delivery by implementing critical CSS inline, reducing the time to first render and supporting a quicker FCP.
  • Refined the site's style sheets by removing unused CSS rules and compressing CSS files, leading to faster style computation and application.
  • Outcomes: These CSS optimizations were instrumental in improving the site's Speed Index, indicating a faster load time for visual content.

Render-blocking Resource Management:

  • Identified all render-blocking resources and optimized their delivery, either by deferring non-critical resources or asynchronously loading them.
  • Analyzed and optimized the order of resource loading to ensure a smooth and rapid page rendering process.
  • Outcomes: Addressing render-blocking resources resulted in a significant improvement in the site's interactive readiness, enhancing the overall user experience.

Technical Optimizations and Results:

Home Page Speed Audit:

  • Pre-optimization Metrics: Mobile FCP at 3.7s and LCP at 12.6s.
  • Optimizations: Image resizing and format enhancements, JavaScript minification, and render-blocking resource elimination.
  • Outcomes: These adjustments aimed to elevate the mobile performance score, targeting a benchmark of 60+.

Collections Page Speed Audit:

  • Pre-optimization Metrics: Mobile FCP at 3.3s and LCP at 12.5s.
  • Optimizations: Refinements included image optimization, CSS reduction, and text compression.
  • Outcomes: Targeted enhancements to raise the desktop performance score towards an 80+ goal.

Project Outcomes and Business Impact:

Post-optimization, The Crunch Cup's site not only achieved but exceeded the set performance benchmarks. The mobile site's FCP and LCP metrics saw dramatic improvements, underscoring the efficacy of the technical enhancements. These improvements in page speed are anticipated to bolster user engagement, reduce bounce rates, and potentially increase conversion rates, showcasing the direct correlation between site performance and business success.


The Crunch Cup's investment in optimizing its Shopify Plus site exemplifies a commitment to leveraging technical excellence to enhance user experience and drive business growth. This case study illustrates the transformative potential of focused optimizations, offering valuable insights for other e-commerce entities aiming to optimize their digital storefronts for the modern consumer.