Performance Optimization

Why performance is a revenue problem, not a technical one

Google's research is clear: a one-second delay in load time can reduce conversions by 7%. For every 100ms improvement in load time, Walmart saw a 1% increase in revenue. Performance isn't a vanity metric — it's directly tied to how many visitors become customers.

Core Web Vitals are now a Google ranking factor. A slow site doesn't just lose users — it loses organic traffic because Google ranks faster competitors higher. The performance gap between a well-optimized site and an average one can be worth thousands of visitors per month.

Most performance problems aren't mysterious. They're predictable: too much JavaScript, unoptimized images, blocking render resources, no caching strategy. A systematic audit finds them quickly. Fixing them is usually straightforward once they're identified.

How I optimize for speed

I start with measurement, not assumptions. Every optimization is validated by before/after metrics, not just intuition.

• Lighthouse and WebPageTest audits to baseline current performance and identify the highest-impact issues
• Bundle analysis with webpack-bundle-analyzer to find and eliminate unused JavaScript shipping to users
• Next.js Image and Font optimization to eliminate the largest contributors to Largest Contentful Paint
• Caching strategy — CDN, HTTP headers, stale-while-revalidate — so repeat visits are nearly instant

The output includes a detailed report of what was fixed, the performance improvement measured, and a prioritized list of any remaining opportunities for your team to tackle.