Case Study: migration to Shopify and Core Web Vitals improvement for SEO

Arti&Mestieri, a renowned brand in the Home Decor industry, reached out to us to migrate their website from WordPress to Shopify, aiming to launch their first e-commerce platform.

This case study describes the migration process, the improvements observed in Core Web Vitals, and the overall impact on their business.

Key Points

• Improved User Experience: Faster loading times and increased site responsiveness lead to higher user satisfaction.
• Business Growth: Better site performance results in greater engagement, higher conversion rates, and revenue growth.
• Future Potential: Continuous monitoring and optimization of Core Web Vitals (CWV) can further improve performance and drive long-term business success.

By migrating to Shopify and focusing on Core Web Vitals, Arti&Mestieri laid a solid foundation for continued e-commerce success, demonstrating the profound impact of technical optimization on overall business performance.

The Challenge

The primary goal was to improve the site's performance and user experience by leveraging the capabilities of Shopify.

The focus was also on optimizing Core Web Vitals (CWV) to ensure a smooth and engaging shopping experience for users, enhancing loading speed, interactivity, and visual stability of the site.

This not only increased online buyer satisfaction but also improved search engine rankings, as CWV are a crucial factor for SEO ranking.

Data Analysis

To evaluate the effectiveness of the migration, we compared key metrics from the pre- and post-Shopify phases. Significant improvements were observed in several areas:

• Largest Contentful Paint (LCP): Reduced from an average of 4.5 seconds to 1.9 seconds, improving the visual loading time perceived by users.
• Interaction to Next Paint (INP): Improved from 170 ms to 77 ms, making the site more responsive.
• Cumulative Layout Shift (CLS): Achieved a stable score of 0.05, reducing unexpected layout shifts that disrupt user interaction.

These metrics highlight a substantial improvement in the site's performance, resulting in a faster, smoother, and more reliable user experience.

But what exactly are Core Web Vitals?

Core Web Vitals are metrics developed by Google to evaluate important aspects of page experience, including loading performance, responsiveness and visual stability.

They contribute to Google's ranking systems, although strong Core Web Vitals scores alone do not guarantee higher search rankings.

From a business perspective, improving website performance can also create a smoother browsing and purchasing experience, potentially supporting engagement and conversions.

Page performance is worth considering in paid advertising strategies, too. However, Google Ads evaluates landing page experience through several factors, including relevance, usefulness and ease of navigation, rather than Core Web Vitals scores alone.

Implementation

To achieve these improvements, several key steps were taken:

• Asset Loading Optimization: Images and other media were minimized and compressed to reduce loading times.
• Efficient Coding Practices: Lazy loading was applied to off-screen elements, and JavaScript execution was minimized. The loading of key images was prioritized.
• Improved Server Response Times: Shopify's robust infrastructure was leveraged to ensure faster server response times.

Each of these steps was carefully planned and executed to meet and exceed CWV standards.

Results

The migration to Shopify led to several remarkable outcomes:

• Increased Engagement: Users are spending more time on the site, with an increase in average session duration.
• Higher Conversion Rates: The improved user experience contributed to an increase in conversion rates.
• Revenue Growth: Revenue has grown, attributable to better site performance and enhanced user satisfaction.

These results show how improvements in technical performance and user experience accompanied stronger business outcomes following the migration to Shopify.

A faster and more responsive site has indeed led not only to a superior user experience but also to an increase in conversions, a reduction in bounce rates, and a longer time spent on the site, demonstrating how technical performance can have a tangible impact on business results:

Optimized Core Web Vitals: the image of the difference in results

Conclusion

The transition from WordPress to Shopify, with a strong focus on optimizing Core Web Vitals, has significantly improved both site performance and user experience for Arti&Mestieri.

Thanks to this migration, the website now offers faster loading times, smoother navigation, and superior visual stability—all factors that have contributed to a more pleasant and efficient user interaction, supporting the company's growth goals in the e-commerce sector.

Performance data prior to the transition:

A faster and more responsive site not only increases user satisfaction but also drives greater engagement and revenue growth.

Performance data after the transition.

‍This combination of improved performance and usability has a direct impact on revenue growth, as it reduces bounce rates and increases conversions.

As a result, the site becomes a more efficient driver for the business, optimizing the user experience and maximizing sales opportunities.