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Expert Answer • 2 min read

What kind of emails should be in my welcome series for new subscribers?

I'm a new e-commerce store owner struggling to create an effective email welcome series for my subscribers. I know first impressions matter, but I'm unsure about the right sequence, tone, and content that will engage new subscribers and convert them into customers. I want to create a series that feels personal, provides value, and ultimately drives sales without being too pushy or overwhelming. What are the key emails I should include, and how can I make them compelling and conversion-focused?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Product page load speed directly affects conversion rate - studies show each 1-second delay reduces mobile conversions by 4-8%. Target a Largest Contentful Paint (LCP) under 2.5 seconds for mobile. The fastest wins are image compression (convert to WebP, target under 150KB per image) and reducing the number of Shopify apps loading JavaScript on your product pages.

Complete Expert Analysis

How Does Page Speed Affect My Conversion Rate?

Page speed is both a technical and a conversion issue. Slow pages frustrate visitors before they even see your product - and mobile users especially (who represent 70%+ of cosmetics traffic) abandon slow-loading pages far more readily than desktop users.

Page Speed and Conversion Impact

LCP (Load Speed)Mobile CVR ImpactUser Experience
< 1.5 secondsMaximum CVRExcellent - perceived as instant
1.5-2.5 secondsGood CVRAcceptable - Google "Good" threshold
2.5-4 seconds-10 to -20% CVRNoticeable delay - needs improvement
4-6 seconds-30 to -50% CVRSignificant abandonment
> 6 seconds-50%+ CVRMost mobile users have abandoned

Speed Improvement Priority Order for Shopify Stores

  1. Compress product images to WebP format: Most impactful single change; target under 150KB per image. Use Squoosh.app or Shopify's automatic WebP conversion.
  2. Audit and remove unused apps: Every installed app adds JavaScript. Remove any app that's not actively contributing to revenue. Check Shopify's "Theme speed" section to see which apps are slowing your store.
  3. Optimize above-the-fold content: Ensure your first product image loads immediately; defer below-fold content loading.
  4. Use a performance-optimized Shopify theme: Dawn (Shopify's free theme) scores significantly better than many premium themes.
  5. Enable Shopify's CDN: Already enabled by default, but ensure you're not overriding it with custom hosting for assets.

Check your speed: Run your top product page URL through Google PageSpeed Insights (free). Focus on your mobile score - this is where cosmetics brands have the biggest speed gap and the most to gain. A mobile score below 50 is an urgent CRO problem that likely causes more revenue loss than any other single factor on your store.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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