4.3s to under 3s mobile load. The sequence:

  1. Remove 3 unused apps (~600ms)
  2. Defer non-critical JS (~300ms)
  3. WebP images with explicit dimensions (~250ms + CLS)
  4. Preconnect hints (~150ms)
  5. Schema markup cleanup (~100ms)
  6. Remove unused CSS (~80ms)

~1 week of focused work. Lesson: instrument, fix in priority order, measure after each change.

Founder, ClickBrown · Christchurch, New Zealand

Sole Shopify developer at Army & Outdoors for 6.5 years. Builder of 11 live production systems across 4 regional stores. Writing about what actually works — not what sounds good in documentation.

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