Tuft & Paw calls itself a cat-first brand, meaning it’s raising the standards of cat products by focusing on behavioral research, modern design, and quality. The brand’s ecommerce store is already pretty popular with cat lovers, driving over 30,000 monthly visitors to the website. With so much traffic coming in regularly, the founder Jackson Cunningham wanted help capitalizing on his visitors by increasing the website’s page speed.
Jackson looked into Shopify’s Online Store 2.0 theme as the solution, but the key question was: is the upside of this migration worth it? Considering the general industry guideline by Google says a one-second site speed improvement can increase mobile conversions by up to 27%, Jackson decided even a 13% improvement in mobile conversions would be worth it. With the decision made, our team got to work on migrating Tuft & Paw to a new theme, using the Dawn theme as part of the base combined with our own customizations.
We worked on speed improvements across Tuft & Paw’s entire website, but we gave special attention to high-converting pages—the homepage, product pages, and collections pages. First, we analyzed the original Tuft & Paw website, reading through the existing code, running speed tests, and reviewing the user experience.
Some of the biggest contributors to improving Tuft & Paw’s page speed were lazy-loading section assets, third-party scripts, and images using minimal scripting. Also, optimizing the website’s liquid to improve server response times was a big help.