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Outdoor Research - Site Speed Audit

Brought to you by
Roadrunner
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- Shopify Site Speed Experts

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

There are 3 metrics to pay attention to when testing a website’s load time & performance:
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)

LCP, INP, and CLS are the most common metrics used when measuring website loading speed and performance. Together, these 3 have a strong impact on conversion rate, organic ranking, paid marketing performance, and overall customer experience.

Here are the benchmark 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 Outdoor Research:
LCP
Mobile: 2.4 seconds
Desktop: 2.1 seconds
INP
Mobile: 178ms
Desktop: 82ms
CLS
Mobile: 0.19
Desktop: 0.03

This means that the Outdoor Research is unstable when it is loading on mobile phones.
When someone goes to the Outdoor Research website on their phone, the website is sporadically moving around while it is loading.

It might seem like the CLS score isn’t that far above what is recommended; however, ecommerce is all about user experience on your website.
Look at how a small increase in CLS score can plummet conversion rates.
As CLS score increases from ~0 to 0.2, conversion rates decrease by almost half.
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A poor Cumulative Layout Shift (CLS) score hurts more than conversion rates - it also hurts search rankings.
Google is a business. They are incentivized to give searchers the best user experience. They don’t want to show websites that aren’t stable and move around randomly.
As a result, Cumulative Layout Score (CLS) is one of the core ranking factor Google takes into account.
Higher CLS score = worse organic search rankings

There are a handful of technical issues slowing down the Outdoor Research website & causing a poor CLS score. However, there are several optimizations that could be performed:
Clean up the code: Remove any unnecessary JavaScript and CSS code to make the site load faster.
Reduce the workload: Spread out tasks or delay non-essential ones so the site isn’t trying to do everything at once.
Speed up important content: Make sure the biggest part of the page (like the main image or text) loads quicker.
Fix third-party tools: Adjust or delay outside scripts (like tracking tools or ads) so they don’t slow down the site.
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Optimizing the website’s performance would do more than improve the CLS score. It would further improve the website’s loading time.
Ecommerce is a game of milliseconds. The faster your website can load, the more conversion rates will increase.
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.

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 Screenshots

Mobile Results
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Desktop Results
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