Site speed, SEO & AI visibility, and design recommendations to grow your store.
This audit covers three areas: how fast your store loads (and what's slowing it down), how visible you are in search and AI results, and what design changes would help convert more visitors into buyers.
Strong product-market fit, loyal customer base, genuine sustainability story. The opportunity is in the store experience: not the product.
How fast your store loads, what's slowing it down, and what it's costing you.
A slow online store doesn't just feel frustrating. It costs you money in lost sales and lower Google rankings.
Vodafone case study, 2021
Deloitte & Google, 2020
Portent, 2022
Every fraction of a second of delay means more visitors leaving before they buy. Even a small improvement in the percentage who stay and purchase makes a real difference at your price point.
Since 2021, Google uses real-world site speed as a ranking factor. Faster store = better search visibility = more organic traffic you don't have to pay for through ads.
Google measures your site speed using data from real Chrome users (CrUX). This is the only speed data that directly affects your search rankings. Right now, your homepage is passing all three Core Web Vitals on mobile:
Google is currently happy with your site speed. Your search rankings are not being penalized for performance. Most of your visitors: on modern phones with decent connections are having an acceptable experience.
Here's 10 months of your LCP score: how long real visitors wait to see your main content. The green zone means Google considers it "good." Watch what happened in October:
LCP climbed from 1,800ms to 2,312ms: only 188ms from crossing the 2,500ms threshold where Google marks you as "needs improvement." It recovered, but you're currently at 1,999ms with only 500ms of headroom. Every app you install, every image you add, every script that loads pushes you closer to that line.
Your CLS (layout stability) score is a perfect 0.00. Google says nothing is shifting around on your pages. But open your site on a phone and you can clearly see content jumping as it loads. So what's going on?
Google measures the 75th percentile: meaning if 75% of visits see no shifts, the score is 0.00 even if the other 25% see lots of jumping. Returning visitors have fonts and scripts cached, so they don't experience the shifts. The math works out to "passing" even though first-time visitors clearly see content move.
Google may not penalize it, but your customers still feel it. A first-time visitor seeing the page jump around while it loads feels broken. And first-time visitors are the ones you're paying to acquire through ads. Lab tests confirmed shifts of 0.043–0.056, caused by font loading and late-loading widgets.
It's not just LCP. All of your key speed metrics have been slowly getting worse over the past 10 months:
INP went from 95ms → 127ms. FCP went from 1,163ms → 1,351ms. Both are still passing, but they've gotten 30–35% worse in under a year. The common cause: more JavaScript loading on every page, more apps competing for the browser's attention. If this trend continues at the same rate, INP could fail within 6 months.
When a visitor loads your homepage on their phone, here's how those ~2 seconds break down. The browser spends most of its time waiting: not actually downloading your content:
Over half your LCP time is wasted here. This is the browser waiting to even find out the main image exists. Because app scripts are running first. The image itself only takes 117ms to download once the browser knows about it.
Imagine a customer walks into your store, but instead of seeing your products immediately, they have to wait in a hallway while 15 different sales reps introduce themselves first. That's what's happening. Apps are loading before your actual content.
Every Shopify app you install adds code that your visitor's browser has to download and run. We found your product page connects to 32 different services and downloads 10.7 MB of data on desktop. Here are the biggest culprits:
This is almost certainly a misconfiguration. Five GTM instances means the same tracking code runs 5 times, adding over 1 MB of JavaScript to every single page. Fixing this alone would be a significant improvement.
The product page is where customers decide to buy. It's also the slowest page on your site: and by a significant margin:
3 MBPage weight
62PageSpeed score (mobile)
203Total requests
10.7 MBPage weight (3.5× heavier)
50PageSpeed score (mobile)
2 MBDownloaded JS that's never used
The product page is where money is made or lost. It loads Rebuy widgets (777 KB), the full Judge.me review suite (401 KB), Privy popup (757 KB with an error), plus every other app. That's 10.7 MB your customer's phone has to process before they can click "Add to Cart."
Fix Google Tag Manager duplication. GTM is loading 5 separate times on your product page, adding over 1 MB of unnecessary JavaScript. This is a configuration error that needs to be corrected in your GTM setup.
Remove or fix Privy. This popup app weighs 757 KB and is throwing a JavaScript error on desktop. Either fix the error or remove it entirely and use Klaviyo's built-in popups instead (Klaviyo is already installed).
Evaluate Gojiberry. This survey app downloads 329 KB on every page load: more than your entire reviews system. If completion rates are low, removing it gives you instant speed improvement across the whole site.
Fix how the hero image loads. Right now the browser has to run JavaScript before it even discovers the main image exists. That wastes over 1 second on every homepage visit. Switching to a standard image tag with a priority hint fixes this without any visual change.
Defer non-essential app scripts. Apps like Wheelio, Consentmo, the Instagram feed, and Gorgias chat don't need to load immediately. Deferring them until after the main content is visible reduces the competition for the browser's attention during those critical first seconds.
Audit every installed app. With admin access, we can see the full list. Every app adds JavaScript: even ones you've stopped using but forgot to uninstall. A quarterly app review prevents the slow creep that pushed your LCP from 1,800ms toward 2,300ms last year.
Where your organic traffic comes from, what's missing, and how to show up in AI-generated search results.
You're bringing in meaningful organic traffic, around 10K visits per month, without spending heavily on ads. But the numbers tell a story of untapped potential.
Data sourced from Semrush. Estimates may differ slightly from actual analytics.
Your organic traffic is worth ~$13.8K/month if you had to buy it through ads. That's real value. But with an authority score of 23 (out of 100) and most rankings sitting in positions 11–50, there's significant room to push more keywords onto page 1 where the clicks actually happen.
| Keyword | Position | Volume |
|---|---|---|
| leggings | 7 | 80.6K |
| plus size leggings | 3 | 4.4K |
| patterned leggings | 1 | 1.3K |
| capri leggings | 13 | 80.5K |
| womens capri leggings | 1 | 1.3K |
| loony legs | 1 | 140 |
| Page | Traffic % |
|---|---|
| /collections/funky-patterned-leggings | 44.6% |
| /collections/patterned-plus-size-leggings | 13.6% |
| /collections/yoga-pants | 7.1% |
| loonylegs.com (homepage) | 2.1% |
| /collections/funky-leggings-with-pockets | 1.8% |
| Blog articles (combined) | ~15% |
Your collection pages drive the majority of organic traffic: product pages contribute almost nothing individually. Blog content is also pulling its weight. The keyword "leggings" at position 7 is a huge opportunity: moving from position 7 to position 3 could significantly increase click-through rate on a term with 80K+ monthly searches.
You have hundreds of keywords ranking in positions 11–50: close to page 1 but not quite there. These are the lowest-hanging fruit: they already have some ranking signal, they just need a push.
The bulk of your keywords sit in positions 11–50: that's page 2 and beyond, where almost nobody clicks. Targeted content improvements, internal linking, and better on-page optimization could move dozens of these onto page 1. Even modest improvements on high-volume terms like "capri leggings" (position 13, 80K searches) would have an outsized impact on traffic.
More people are using ChatGPT, Google AI Overviews, and other AI tools to research purchases. When someone asks "best patterned leggings for yoga," does your store show up?
Dedicated FAQ page - AI models love pulling from well-structured Q&A content. This is exactly the kind of page that gets cited.
Blog content - your comparison and "what to wear" articles are the type of content AI models reference when answering purchase-related questions.
Structured data / schema markup - Product schema, FAQ schema, and review schema help AI models understand and cite your content more accurately.
Topical authority content - content about fabric technology, sustainability in activewear, sizing guides, and workout-specific legging recommendations would position you as an authority AI models trust.
Brand differentiation in content - AI models need clear "why Loony Legs" content to recommend you over competitors.
Site-wide design observations and what I'd change to help turn more visitors into buyers.
With 100+ products across ~30 unique designs and multiple styles per design, how easily can a visitor find exactly what they want? Right now, it's harder than it needs to be.
Collection pages drive the majority of your organic traffic, which means they're often the first thing a visitor sees. The filtering and sorting experience on these pages needs to make it effortless to narrow down from 100+ products to the right one. Category organization, size filtering, and design-based browsing should all be frictionless.
Every design (Fairy Forest, Animal Leaves, etc.) comes in leggings, bras, shorts, capris, vests. Rebuy is installed, but the opportunity is surfacing "complete the look" combinations more effectively: matching the exact design across product types, not just generic recommendations.
The custom product page build we discussed solves this at the PDP level: letting customers browse all 30 designs, filter by category, and switch between styles without a page reload. But the experience leading up to the product page (navigation, collections, search) also needs to support this volume of products.
66.6% of your traffic comes from phones. The mobile experience needs to be treated as the primary design, not an afterthought.
On the current product page, the Add to Cart button often requires scrolling to reach. The design selector icons, style options, size picker, and purchase button all need to be accessible without scrolling on mobile. This is a core requirement for the custom PDP build.
10.7 MB on a phone over a cellular connection means real wait times, especially outside major cities. The speed optimizations from Part 1: deferring scripts, fixing GTM, removing dead weight. Will have the most visible impact on mobile users specifically.
A phased approach: fix what's urgent, build what's next, then keep improving.
This audit was done from the outside. With access to the following, I can give you much more specific recommendations and precise impact estimates:
Full installed app list · Theme code review · Checkout flow · Shopify speed report · GTM container audit to confirm 5× duplication
GA4 funnel data · Session recordings (Clarity/Hotjar) · Heatmaps & scroll depth · Return rate data · Site search analytics · Conversion rate by page type
Fix GTM 5× duplication. Remove or fix Privy. Defer non-critical scripts. Fix hero image loading. These are quick wins that protect your CrUX scores and improve every visitor's experience immediately.
The product page rebuild we've already discussed: design selector, style switching, instant product loading, Rebuy integration, mobile-first layout. Applied across Leggings, Tops, Shorts, and Sports Bras pages.
Implement structured data (Product, FAQ, Review schema). Optimize striking-distance keywords: especially "capri leggings" (pos. 13, 80K volume) and "leggings" (pos. 7, 80K volume). Build topical authority content for AI search visibility. Set up monitoring.
Surface the sustainability story at point of purchase. Improve collection page filtering and discovery. Reframe made-to-order as premium. Quarterly app audits to prevent speed regression. Continuous optimization based on analytics data.