How can I simplify my checkout process to reduce abandonment?

Page Speed Optimization for Shopify

Page speed is one of the few optimizations that simultaneously improves SEO rankings (Google uses Core Web Vitals as a ranking signal) and conversion rates (faster pages convert better). For cosmetics brands with image-heavy product pages, speed optimization is often the single highest-impact technical improvement available.

Core Web Vitals Targets for Shopify

Shopify-Specific Speed Optimizations

• Image optimization: Use WebP format, compress all images below 200KB, use Shopify's native image compression (it automatically serves optimized sizes). Hero images are the most common LCP element - optimize these first.
• App audit: Every third-party Shopify app that loads JavaScript adds to page weight. Audit your installed apps quarterly - remove any you're not actively using. Unused apps still load code.
• Theme selection: Shopify's native themes (Dawn, Sense) are better optimized for speed than most third-party themes. If using a third-party theme, check its Lighthouse score before purchasing.
• Lazy loading: Load images only when they enter the viewport. Shopify 2.0 themes include this natively; older themes may need it added.
• Font subsetting: Only load the character sets you actually use, not the full font family

Speed Testing Tools

Use Google PageSpeed Insights (free) to measure your Core Web Vitals and get specific recommendations. Test both mobile and desktop versions - mobile scores are typically 15-20 points lower due to mobile network and processor constraints. Run the test from a location relevant to your primary customer base, as CDN performance varies by geography. Growth Suite apps are built with performance in mind, loading scripts asynchronously to avoid blocking page render - conversion tools that slow down your store defeat their own purpose.