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Mohawk General Store - Site Speed Audit

Brought to you by
Roadrunner
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- Shopify Site Speed Experts

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Website:
https://www.mohawkgeneralstore.com/
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Link to PageSpeed Test Results
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Summary

There are 3 metrics to pay attention when measuring your website’s performance are the Core Web Vitals:
Largest Contentful Paint (LCP): how long it takes for the largest image & text to load on the site. This is the most common way of measuring how long it takes for a site to be fully loaded for a visitor.
Interaction to Next Paint (INP): how quickly a web page responds to any action performs on the website (i.e. clicking a button or typing).
Cumulative Layout Shift (CLS): this is a measure of how “stable” the website is when loading (i.e. do images load in and stay in place or do they shift up/down when loading in the website)

Together, these 3 Core Web Vitals measure the speed, interactivity, and stability of your website. The play a critical role in Google’s ranking algorithm and have strong relationship with your website’s conversion rate and overall customer experience.

In short, websites with better Core Web Vitals have better search rankings, better conversion rates, and an provide a better user experience.

Here are the benchmarks to aim for with LCP, INP, and CLS:
LCP — 2.5 seconds or less
INP — 200 milliseconds or less
CLS — 0.1 or less

Here is the LCP, INP, and CLS for Mohawk General Store:
LCP
Mobile: 2.2 seconds
Desktop: 1.9 seconds
INP
Mobile: 193 ms
Desktop: 95 ms
CLS
Mobile: 0.02
Desktop: 0.15

The Mohawk General Store website has good overall performance 👍
The website passes 5 out of the 6 Core Web Vitals on mobile devices and computers.
The only Core Web Vital worth paying attention to is the site’s Cumulative Layout Score on desktop computers.
It scored a 0.15 on desktop, whereas the recommended CLS score is <0.1. This means that some website visitors might experience some instability in the website while it is loading on their desktop computer
However, 0.15 is barely outside the acceptable range and likely isn’t causing much harm to the site’s performance.

Based on the audit results, there are a few technical issues that could be optimized if you wanted to further improve the site’s performance.
According to the site speed audit, the most prominent issue is the excess/unused JavaScript and CSS code present in the Mohawk General Store website.
If you look at the screenshot below, there are 3 separate instances where excess/unused code is slowing down the website.
This is a very common issue that pops up in the ecommerce space — especially for website like Mohawk General Store that are hosted on Shopify. Shopify sites can’t be run straight out of the box. They require dozens of app plugins and third party code (i.e. Google Analytics, Meta Pixel, TikTok Pixel, etc.) to do anything.
When you install one of these apps, it injects a small packet of unoptimized code into your website, slowing it down. Even if you uninstall the app, the code stays behind. Over time, this code will accumulate, hurting your website’s performance.
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The Mohawk General Store site has good overall Core Web Vitals. That said, any site speed optimizations would still be accretive to site’s performance.
The best way to improve the site’s performance further. The best way to make the site perform better would be to optimize it’s codebase.
During this process, a developer will cull through your website’s code and delete unused/depreciated JavaScript and CSS code — code that no longer serves any function for the website.
The developer will then optimize and streamline the remaining necessary JavaScript and CSS code so that it runs more efficiently.
This would also improve the web browsers “main thread” operations. The main thread is essentially the order of operations that a web browser executes when loading your website. Whenever a Shopify site is overloaded with excess/unused code, the browser has to run that code before it can begin rendering in the main content of the website.
More code = more browser operations = clogged main thread = slower website loading time
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Thankfully, research shows that small improvements in an ecommerce site’s performance can cause massive improvements to it’s conversion rate.
1 second improvement in page load time will increase mobile CVR by up to 27% (
Shopify
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)
Every 0.1 second improvement in page load time will increase overall CVR by up to 8% (
Deloitte
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)
This is why major ecommerce brands will spend tens-to-hundreds of thousands of dollars on their website’s performance.
Personally, I’ve seen ecommerce websites improve their conversion rates by 50%+ by making their website load faster.
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Also, improving your site’s performance boosts more than it’s conversion rate.
Improve search rankings: Google is a business too, and they are incentivized to give searchers the best user experience. That’s why site speed is an important ranking factor in Google’s ranking algorithm.
Increase paid marketing performance: faster loading websites will have a lower bounce rate than slower loading websites. Lower bounce rate means lower CPCs (platforms like Facebook and TikTok optimize for better user experiences) and lower CPAs.
More repeat customers: a poor user experience erodes trust and brand loyalty. Shopify found that 79% of customers are less likely to repurchase from an online store if they were “dissatisfied” with the site's speed.

I started
Roadrunner
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to help ecommerce companies maximize their conversion rate through proper site speed optimization. To date, we’ve helped more than a dozen Shopify sites increase their CVR by 20-50% through site speed optimization.

If you’d like to learn more about our site speed optimization services:
Connect with me on
LinkedIn
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(or)
Send me an email
kris@tryroadrunner.com
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(or)
Visit our
website
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Site Speed Audit Results - Screenshots

Mobile
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Desktop
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