miz

Service 03

Shopify Optimization

Speed, checkout, conversion. Measured before and after.

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I spend my working days on Shopify Plus. Platforms under my ownership have transacted more than US$150M in GMV across four markets, at an average order around US$1,500. When a page drags or a checkout leaks, it shows up in revenue. After enough years of watching that, you learn to measure before you touch anything.

Audit first

Every engagement starts with measurement. Page speed on real devices, checkout analytics, where sessions drop, what the theme and apps cost in weight. I rank the findings by expected impact against effort and hand you the list. Sometimes the list says a part of your store is already in good shape. You should be able to trust it either way, and the audit stands on its own even if we stop there.

The work

Speed, checkout, conversion, roughly in that order. The biggest wins I’ve shipped came from measuring first and fixing what the numbers pointed at. A SuiteCommerce-to-Shopify migration delivered page speed up 83% and conversion up 46%. Checkout friction work cut drop-offs by 8%. Page-speed work delivered a 75% improvement. Each one was measured before and after. I picked up my CRO discipline through a CXL engagement, and every store I touch gets that same treatment.

Most stores don’t need a migration. Plenty of gains hide in theme code, app weight, image handling, and the checkout flow itself, and on Plus there’s checkout extensibility to work with.

Working with your team

I run an official Shopify Partner practice and have migrated European dealers in the UK, France, and Switzerland from Joomla and OpenCart to multilingual, multi-domain Shopify. Still, most optimization work happens alongside the people you already have. Your developers and your agency know the store’s history, so I bring the audit, the priorities, and the measurement, and we split the build however makes sense.

I know what a big season asks of a platform. A stack I re-platformed carried a record 2020 holiday season, with BFCM up to 146% over the prior Q4. That was a team result, and the platform’s job was to stay up, which it did. The first step here is the audit, and I’ll tell you plainly what it finds.

How it runs

  1. Audit

    I measure before touching anything. Speed on real devices, checkout analytics, where sessions drop.

  2. Prioritize

    We rank the findings by expected impact against effort and agree on the list before any work starts.

  3. Fix

    I ship the changes, or work alongside your developers and agency if you have them.

  4. Measure

    Every change gets a before-and-after. If something didn't move a number, the report says so.

  5. Hand over

    You keep the backlog, the measurement setup, and a clear record of what moved.

Numbers I can back up

Questions I get

Why audit first?

Because guessing is expensive. The audit ranks fixes by expected impact so you only pay for work that's likely to move a number. Sometimes it shows a part of your store is already in good shape, and you deserve to know that before spending more.

We already have developers and an agency. Can you work with them?

Yes, and I prefer it. They know the store's history. I bring the audit, the priorities, and the measurement, and we split the build however makes sense. I've spent my career working alongside in-house teams and outside partners.

What gets measured?

Page speed on real devices, checkout completion, conversion rate, and revenue per session where the data supports it. Every change gets a before-and-after, and if something didn't move a number, the report says so.

Do I need Shopify Plus?

No. Standard Shopify stores have plenty of headroom in themes, apps, and page speed. Plus adds checkout extensibility and B2B features, and if those would pay for themselves I'll tell you. If they wouldn't, I'll tell you that too.

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