Project overview
The client runs a fashion e-commerce store on WooCommerce with ~12,000 products. Mobile traffic was 70% of sessions, yet mobile LCP sat at 4.2 seconds and every Core Web Vitals metric failed. Google Ads performance was suffering from poor landing page experience scores.
Client’s problem: a heavy multipurpose theme, 14 plugins each enqueueing their own scripts, oversized images served from origin, and a database carrying 300+ autoloaded options and years of transients.
Project goals: pass Core Web Vitals on mobile, reduce TTFB under 400ms, and stop paying for a CDN cache that never hit.
Our solution
- Rebuilt caching architecture: full-page cache with proper WooCommerce exclusion rules + Redis object cache
- Image pipeline: bulk WebP conversion, correct responsive srcset, LCP image preloaded per template
- Asset unloading: 41 of 78 CSS/JS files removed from front-end pages where unused
- Critical CSS inlined; font loading switched to font-display: swap with preloaded subsets
- Database cleanup: autoloaded options cut from 3.1 MB to 480 KB, expired transients purged on schedule
- Replaced two overlapping image-optimizer plugins with a single pipeline
- Re-measured with field data (CrUX) after 28 days, not just lab scores
Key deliverables
- Performance baseline & final audit report
- Caching + Redis configuration documented
- Bulk image optimization across 12,000 products
- Database cleanup script + scheduled maintenance
- Plugin replacement plan with regression testing
- 28-day field-data verification report
Technologies used
WordPress · WooCommerce · Redis · Nginx FastCGI cache · WebP/AVIF pipeline · Query Monitor · CrUX API
Results & client feedback
LCP fell from 4.2s to 1.1s on mobile field data. Mobile conversion rate rose 18% in the following quarter, and Google Ads landing-page scores moved from “Below average” to “Above average”, lowering effective CPCs. The store has passed every Core Web Vitals check since.
Before & after metrics
Before
After
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