Luxury Fashion Brand CRO Overhaul

A luxury fashion brand approached me with a frustrating problem: beautiful products, strong brand, but abysmal mobile performance. Their site was hemorrhaging potential customers with a 38 PageSpeed score and 6+ second load times.

The Reality Check:

Mobile traffic was 72% of total visitors

Mobile conversion rate was 0.8% (vs 2.4% desktop)

Cart abandonment on mobile: 84%

Bounce rate on product pages: 61%

This project required both speed optimization AND conversion improvements. We tackled it in two phases:

Phase 1: Speed Foundation (Week 1)

Image Overhaul:

Converted all images to WebP format

Implemented responsive images (srcset)

Added blur-up placeholder loading for a smoother experience

Code Cleanup:

Removed 4 unused apps

Deferred non-critical JavaScript

Implemented critical CSS inlining

Phase 2: Conversion Optimization (Week 2)

UX Improvements:

Redesigned mobile product pages

Added sticky "Add to Cart" button on scroll

Simplified checkout process (3 steps to 1)

Added trust badges and urgency elements

Checkout Flow:

Enabled Shop Pay and Apple Pay

Added progress indicator

Implemented address autocomplete

Metric	Before	After	Change
PageSpeed (Mobile)	38	94	+147%
Load Time	6.1s	1.4s	-77%
Mobile Conversion	0.8%	1.14%	+42%
Cart Abandonment	84%	62%	-26%

Revenue Impact:

$47,000 additional monthly revenue (attributed to optimizations)

42% increase in mobile conversion rate

ROI achieved within first week

Mobile-first is non-negotiable for fashion brands

Speed and CRO work together - you can't optimize conversions on a slow site

Small UX changes (sticky CTA, trust badges) can have outsized impact