Nearly 70% of shoppers say page speed affects whether they buy, and stores that load in under four seconds see far better results. That fact alone makes performance a make-or-break priority for any online business aiming to grow in 2026.
Webmoghuls, founded in 2012, pairs creative design with technical expertise to build fast, trust-building websites that reduce friction and lift revenue. We blend strategy, marketing, and hands-on development to turn visitors into repeat buyers.
This article previews five essential features—speed, checkout clarity, personalization, product pages, and continuous testing—and shows how each drives measurable gains. Expect practical goals tied to industry benchmarks (average 1.4% vs. top-tier 4.7%+), mobile-first UX rules, and a data-driven approach to improving add-to-cart and completed checkout rates.
Read on to learn how the right features, implemented by an experienced team, create durable growth, higher lifetime value, and stronger brand trust.
Key Takeaways
- Fast load times (0–4 seconds) are essential for higher sales and trust.
- Streamlined checkout and clear product pages cut abandonment and lift orders.
- Mobile-first design keeps three-quarters of users coming back.
- Personalization and first-party data improve relevance and lifetime value.
- Continuous testing and analytics guide smart, measurable investments.
Why Conversion Matters Now: The 2026 Shopify Landscape for US eCommerce
With rising ad costs and fickle buyers, executives now treat online performance as a core financial lever. For US brands, improving conversions is no longer a marketing tweak — it is a board-level priority that protects margins and long-term growth.
Benchmarks make the case: the average Shopify conversion rate sits near 1.4%, while the top 10% exceed 4.7%. Small UX delays or a complex checkout can halve revenue opportunities over time.
Customers expect speed and mobile-first design. Portent finds the 0–4 second load window drives the biggest gains, and nearly 70% of shoppers say speed affects buying. Add that 75% will leave non-responsive pages, and the urgency is clear.
“Aim for fast product discovery, relevant content, and a simple checkout to increase purchase likelihood.”
Data and reliable analytics — including tools that show online store conversion over time — help teams find drop points and prioritize the features that matter. In uncertain markets, trust and clarity win. Improving on-site intent signals is a sustainable way to lift profit, rather than simply buying more traffic.
- Prioritize fast, mobile paths to purchase.
- Use analytics to target gaps and set realistic targets.
- Match your roadmap to business goals for measurable impact.
What Is a Conversion, and How Shopify CRO Works
Defining the actions that matter creates a roadmap from visits to loyal customers. In practice, a macro-conversion is a completed purchase, while micro-conversions are supportive actions like newsletter signups or loyalty enrollments that raise lifetime value.
Macro-conversions vs. micro-conversions
Macro = purchase. Micro = email opt-ins, wishlists, and account creation. Mapping these goals helps align business KPIs with real user behavior.
Finding blockers: speed, mobile UX, and checkout friction
Common blockers in a shopify store include slow website performance, a weak mobile experience, and confusing checkout steps. Each breaks user intent and erodes trust.
Webmoghuls maps macro and micro goals to each client’s objectives, then designs user flows and measurement plans to show clear outcomes.
“Diagnose with analytics, prioritize hypotheses, fix UX and technical issues, then measure results.”
- Configure analytics and event tracking to capture “Online Store Conversion Over Time”
- Map journeys to isolate drop-offs at PDPs, cart, and checkout
- Set performance budgets and UX standards to cut clutter and speed key interactions
Use data and tools to prioritize work. Test, learn, and scale what moves metrics while sunsetting what doesn’t.
Shopify Conversion Benchmarks to Aim For
Set realistic goals based on industry data to focus work where it pays off fastest. Littledata shows the average is about 1.4%, while the top 10% exceed 4.7%. Top 20% hit ~3.3%; the bottom tier can sit near 0.3% or lower.
Where to focus first
Homepage, product pages, and checkout get the most traffic. Improving these yields outsized returns because they touch intent at critical moments.
Practical targets and sequencing
- Translate gains to revenue: a 1% lift on paid traffic often outpaces minor design changes elsewhere.
- Page-level backlog: prioritize hypotheses that cut steps, speed pages, or boost add-to-cart rates first.
- Segment benchmarks: measure mobile vs. desktop and new vs. returning to set realistic goals per audience.
Performance improvements compound. Faster load times and simpler flows tend to lift all prioritized pages, so quantify trade-offs between aesthetics and speed before shipping changes.
“Track ‘conversion over time’ to ensure wins persist and don’t degrade after deployments.”
Webmoghuls sets benchmark-driven targets and sequences high-impact work to align with your growth goals, while re-calibrating targets as the audience and traffic mix evolve.
Must-Have Feature One: Lightning-Fast Performance and Core UX
Fast pages and clear paths are the foundation of any profitable online store in 2026. Meeting users’ expectations starts with measurable speed goals and mobile-first patterns that protect intent and trust.
Sub‑second speed goals: the 0-4 second window that lifts results
Portent shows the 0–4 second load time delivers the biggest gains; the first five seconds matter most. Nearly 70% of shoppers say page speed affects willingness to buy.
Set performance budgets that aim for sub‑second interactions and full loads inside four seconds to maximize completed sessions and orders.
Mobile-first design: why shoppers leave slow, non-responsive sites
Three-quarters of visitors will abandon a non-mobile-friendly site. Prioritize responsive layouts, reduced layout shifts, and focused task flows so shoppers can act quickly.
Tech stack choices that boost performance and security
Use image compression, lazy loading, CDNs, and vetted apps that won’t degrade speed. Balance motion and brand design with strict speed budgets.
- Measure Core Web Vitals and real-user metrics across devices and networks.
- Remove render-blocking assets and simplify navigation to lower cognitive load.
- Integrate performance checks into the development pipeline to catch regressions early.
Webmoghuls blends UX design and front-end engineering to deliver fast, secure websites that align creative vision with measurable performance gains. Small milliseconds saved on product and cart flows compound into meaningful revenue and stronger trust signals.
Must-Have Feature Two: Streamlined, Trust-Building Checkout
Checkout should be the calmest, fastest path on your site to protect purchase intent. Webmoghuls engineers checkout flows that remove friction, expose trusted payment methods, and add recovery sequences so revenue is protected even when shoppers hesitate.
Allow customers to buy without creating an account. Recommend guest checkout by default and offer account creation after purchase to speed time-to-payment. Consolidate steps and fields to reduce cognitive load and keep momentum.
Guest checkout, fewer steps, and clear payment options
Show small, recognizable card and wallet icons near payment fields to build trust. Use autofill, address validation, and mobile-friendly inputs so users complete forms faster on phones.
Abandoned cart recovery tools that win back revenue
Deploy dynamic cart emails and SMS with reminders, images, and timely incentives. Add progress indicators and clear reassurance messaging—security, returns, and shipping—to lower anxiety at critical moments.
- Recommend guest checkout first; suggest account setup after purchase.
- Present transparent totals and fees early to avoid surprises.
- Monitor funnel analytics to find exact drop points and iterate.
- Optimize checkout performance with lightweight scripts and deferred tags.
“Fewer pages, clearer payment options, and smart recovery sequences protect the sale.”
Must-Have Feature Three: Personalization Powered by First-Party Data
Data gathered directly from shoppers powers relevant product suggestions without sacrificing privacy. Chrome’s end to third‑party cookies forces a shift to consented, first‑party signals. Brands that act now can keep experiences personal and trustworthy.
Webmoghuls builds compliant data strategies that collect preferences, purchase history, and on‑site behavior through clear value exchanges. This lets your store show timely recommendations and contextual bundles that raise average order value and retention.
Preparing for a cookieless future with consented data
Shift targeting to consented touchpoints like quizzes, welcome offers, and loyalty signups. Make privacy controls visible so customers feel in control.
On‑site experiences that lift AOV and retention
- Personalize recommendations using purchase history and session intent without slowing the site.
- Offer contextual bundles and dynamic merchandising to increase AOV while keeping clarity.
- Use segmented lifecycle messaging to turn first‑time buyers into loyal customers.
- Validate changes with A/B tests and keep tagging accurate so marketing and data stay aligned.
Trust and transparency matter. Present consent flows and privacy options clearly, and feed customer preferences back into content and email/SMS channels. This approach protects brand equity and delivers measurable outcomes.
Must-Have Feature Four: High-Intent Product Pages That Convert
A strong product detail page turns intent into action by making value and logistics obvious. High-quality media, clear pricing, and visible shipping info reduce hesitation and speed decisions. Webmoghuls elevates PDPs with conversion-centered design, social proof, and concise policy language to lower uncertainty and increase trust.
Media, reviews, and clarity on price, shipping, and delivery
Use crisp imagery and video that load quickly and show scale, usage, and benefits in real contexts. Place price, delivery estimates, and accepted payment methods above the fold so customers see totals before they commit.
- Fast-loading photos & video: demonstrate fit and function without slowing the page.
- Visible pricing & delivery: show estimated arrival and any shipping costs early.
- Social proof: surface reviews and Q&A to answer objections at the point of decision.
Back-in-stock alerts and free shipping thresholds that drive action
Offer back-in-stock notifications to capture intent without discounting. Use clear signup flows and timely alerts to recover lost demand.
Introduce free shipping thresholds to nudge basket size. Remember: many customers are more likely to buy with free shipping, and a small threshold can lift average order value.
“Make policies and return terms clear to reduce perceived risk and keep customers confident at checkout.”
Measure success by tracking add-to-cart rate, PDP engagement, and scroll depth. Iterate on media, layout, and messaging to refine the user experience and protect margins while growing average order value.
Must-Have Feature Five: Analytics, Testing, and Continuous Optimization
Measurement and testing turn guesswork into a repeatable growth engine for online shops. Start with clean events and reliable reporting so every change links to real business outcomes.
Use built-in reports like the “Online Store Conversion Over Time” to spot trends and sudden drops. Correlate releases, campaigns, and UX changes with performance to prioritize fixes.
Tools and data to run disciplined experiments
- Establish an analytics foundation that captures clean events across the funnel.
- Run A/B tests on headlines, layouts, pricing, and CTAs to validate impact before scaling.
- Conduct moderated usability tests to find friction that numbers miss.
- Deploy short customer surveys to learn why users buy or leave and form stronger hypotheses.
Webmoghuls operationalizes measurement into a living roadmap. We rank the backlog by expected impact, effort, and confidence, then tie iterative sprints to testing cycles.
“Maintain dashboards for add-to-cart, checkout initiation, and completion by device and source to act fast.”
Govern experiments, instrument results in dashboards, and bake learnings into your design system so the site improves over time. This process protects the user experience while driving compounding gains for your ecommerce website.
Shopify Conversion Optimization, Shopify Development Services
We combine strategy, UX, and engineering so new features deliver measurable business results. Our approach links discovery to a technical roadmap that prioritizes homepage, product pages, and checkout—where most impact occurs.
We deliver end-to-end development services that integrate testing, analytics, and lightweight code to reduce load times and UX friction. That focus helps low-performing stores recover lost revenue fast.
- Discovery & strategy: business goals mapped to a sprint plan and key metrics.
- UX & design: modernized layouts that protect brand equity and speed interactions.
- Development sprints: secure, performant releases with QA and rollback plans.
- SEO & structured data: better discoverability and clearer intent capture.
- Marketing alignment: campaigns tied to on-site experiments and measurable KPIs.
We offer maintenance retainers to cut tech debt and accelerate iteration. Transparent reporting maps every deliverable to movement in the metrics that matter for your ecommerce store.
“Fast, focused work that ties product changes to real business outcomes.”
How Webmoghuls Builds High-Converting Shopify Stores
We build stores that balance brand storytelling with strict performance budgets to protect user intent. Founded in 2012, Webmoghuls brings 40+ years of combined expertise across creative and engineering work. Our approach fixes slow sites, simplifies checkout, and modernizes design so trust and sales improve together.
Our blended team and end-to-end model
Strategy, UX/design, development, SEO, and marketing are run together under one roadmap. This reduces handoffs and keeps platform performance central to decisions.
How projects run
- Clear milestones, owner assignments, and KPI alignment from day one.
- Research-to-production sprints that turn insights into production-quality features.
- Governance, documentation, and knowledge transfer to empower client teams.
- Theme and app tuning to avoid performance regressions and cut time-to-value.
We report outcomes regularly, tie work to business metrics, and manage risk, budgets, and communication cadences so every project delivers measurable growth.
Learn more about our approach at Indian web design company.
Our Shopify Development Services for 2026-Ready Stores
We craft tailored storefronts that match your brand voice while running lean and fast under real traffic. Webmoghuls delivers custom themes, UX, and platform work that scales for US and global merchants.
Custom theme and UX design aligned to your brand
We design pixel-accurate themes that reflect brand standards and speed user journeys. Our work uses modular components so pages load faster and updates roll out without regressions.
Shopify Plus, headless builds, and complex integrations
Shopify Plus implementations unlock advanced features for scaling stores. For high‑growth merchants we build headless storefronts with React.js, Node.js, and Ruby on Rails to deliver flexibility and deep integrations.
We connect ERPs, CRMs, payment gateways, and fulfillment providers so systems talk cleanly and orders flow without friction.
SEO and performance tuning for sustained growth
Technical SEO, schema markup, and content strategy drive organic acquisition while observability tools protect the customer experience under load.
- Performance: image optimization, CDN, and monitoring to keep pages fast.
- SEO: foundations, structured data, and crawl hygiene for better discoverability.
- Post-launch support: maintenance, accessibility fixes, and incremental improvements.
“Modular builds speed time-to-market, reduce risk, and let teams iterate faster.”
We map offerings to maturity stages—from launch themes to enterprise headless—and align investments to ROI. Expect accessible code, measurable results, and ongoing support that keeps your store competitive in 2026.
Scaling Without Limits: Headless, Shopify Plus, and Modern Architecture
A modern commerce stack must handle big traffic, frequent content changes, and tight deadlines. Webmoghuls advises when shopify plus or a headless approach fits growing businesses. We help teams pick the right path so performance and security stay central.
When headless makes sense (React.js, Node.js, Ruby on Rails)
Choose headless when you need fast content updates, custom frontend logic, or unique UX that a theme cannot deliver. React.js and Node.js power snappy interfaces. Ruby on Rails supports robust APIs and back‑office workflows.
Headless suits brands with many integrations, high content velocity, or complex checkout rules.
Speed, security, and scalability as competitive advantages
Faster pages and a hardened architecture reduce risk and improve user trust. Modern stacks let you serve dynamic pages from CDNs while keeping the commerce engine secure behind APIs.
- Decision criteria: content velocity, integration needs, and expected traffic.
- How shopify plus adds enterprise features for promotions, user roles, and operations.
- Scalability patterns for launches, spikes, and seasonal peaks.
- Security: limit public attack surfaces and centralize auth and rate limits.
Trade-offs matter: headless adds complexity but unlocks faster iteration and unique experiences. A capable agency guides governance, migration patterns, and integration to marketing, analytics, and logistics without disrupting live operations.
“Architecture choices translate directly into faster iteration and stronger business outcomes.”
Proven Process: Strategy, Co‑Creation, and Delivery
Start with data, then co-create — that simple formula reduces rework and speeds time to value. Our process blends strategy, design, and development into short sprints so teams move from hypothesis to measurable results fast.
Discovery and analytics-led roadmapping
We begin with analytics audits, stakeholder workshops, and technical assessments to align goals. A roadmap then ties prioritized features to quantified hypotheses and clear KPI targets.
- Discovery: analytics audits, customer surveys, and usability tests.
- Roadmap: prioritized features mapped to business metrics and time-boxed work.
- Governance: team rituals for fast decisions and cross-functional input.
Co-creation, sprint execution, and measurable outcomes
Projects run in short sprints with demos, backlog grooming, and transparent reporting. We use A/B tests, usability sessions, and the “Online Store Conversion Over Time” metric to validate impact after each release.
Risk is managed with phased rollouts, canary tests, and rollback plans. Knowledge transfer, documentation, and enablement ensure your staff can run and extend the work post-launch.
“Make optimization continuous, not episodic—keep a standing test backlog and fold wins into standards.”
Tools and instrumentation validate performance and capture results. We align time and budget to the highest-impact initiatives so every project advances the business and the store with visible outcomes.
Industries, Markets, and Shopify Migration Support
We support brands moving platforms by combining careful planning with execution that protects revenue and user experience. Our team serves US merchants and global businesses, offering localized work for India, Canada, the UK, and Australia.
Serving US companies with global reach
We handle localization, tax rules, and fulfillment flows so your store works across markets. That includes language support, currency handling, and regional shipping logic to keep orders moving smoothly.
Replatforming with zero-downtime goals
shopify migration projects follow a phased path that protects sales windows. We stage environments, run parallel tests, and schedule cutovers to avoid interruptions.
- Migration checklist: data integrity, URL mapping, SEO preservation, and platform performance checks.
- Cutover planning: blue/green deploys, rollback plans, and night/weekend windows to protect revenue.
- QA and training: storefront, checkout, and integration tests plus stakeholder enablement so teams adopt new workflows fast.
Post-launch monitoring validates speed, error rates, and shopify migration outcomes in real time. We also rationalize apps to reduce technical debt so the migration becomes a catalyst for better UX and higher sales.
Results That Matter: Client Partnerships and Performance Wins
Client outcomes drive our priorities: measurable sales lifts, timely launches, and fewer post-launch surprises. We build long-term partnerships so each project earns trust and creates clear business impact.
We trusted our team … to be the experts in shipping, taxes, customer service solutions, Shopify themes … stayed on target with our deadline and mindful of our budget. Our site turned out even better …
On-time, on-budget delivery with expert guidance across shipping, taxes, and themes
Disciplined project management keeps scope tight and quality high. Weekly check-ins speed decisions and keep stakeholders aligned so launches meet trade-show windows and campaign dates.
- Project discipline: milestones, risk checks, and clear owners to protect timelines and budgets.
- Platform & theme expertise: deep knowledge across themes, shipping, and tax rules reduces rollout risk.
- Cross-functional teamwork: our team partners with client leads so tactical work ties to strategic goals.
- Before/after metrics: frameworks measure store speed, conversions, and sales to show real gains.
Reliable execution builds trust and opens the door for iterative work. Tactical wins—theme polish, checkout tuning, and shipping accuracy—translate directly into higher customer satisfaction and measurable sales uplift.
“Weekly check-ins were efficient and informative, enabling a strong launch and trade show exposure.”
Get Your Shopify Store Conversion-Ready for 2026
Start with a focused plan that maps measurable wins to your busiest pages and highest-value audiences. Webmoghuls offers a structured consultation to define roadmap, timelines, and investment so your business moves with purpose.
Book a consultation: roadmap, timelines, and investment
Request a no-obligation session designed for leaders who want clear goals, constraints, and success metrics. We cover an analytics review, performance audit, UX assessment, and feature prioritization in a compact briefing.
This session clarifies options: fixed-scope builds, retainers for ongoing work, or hybrid packages. We explain trade-offs and sequencing to deliver maximum impact in minimum time.
What to expect in your first 90 days
Early wins usually come from the homepage, product pages, and checkout. We pair A/B tests, usability sessions, and analytics tracking to validate improvements fast.
- 30 days: speed fixes, environment setup, and onboarding deliverables including a design system audit and backlog creation.
- 60 days: PDP enhancements, checkout streamlining, and analytics hardening with KPI dashboards for the team.
- 90 days: validated experiments, prioritized roadmap for further development, and alignment with marketing to capture paid and organic gains.
Our approach ties each project milestone to measurable business outcomes and transparent reporting. Leaders who act now position their store for peak demand in 2026. Learn more about related digital trends in this digital marketing trends primer.
“We prioritize clarity, speed, and measurable goals so your investments drive real results.”
Conclusion
, The website is your core revenue engine. Treating it that way — with steady work on speed, mobile UX, clear product pages, and a calm checkout — makes ecommerce growth durable and measurable.
Focus on analytics and testing so every change links to real business outcomes. The five features in this guide translate into faster paths to purchase, higher trust, and fewer abandoned sessions.
Invest in SEO and lightweight performance fixes first. Then pair personalization and ongoing optimization to compound gains over time. A modern store that prioritizes customer experience is hard to copy and pays off.
Webmoghuls partners with leaders to consult, plan, build, and optimize continuously. Align your roadmap, resources, and partners now to hit ambitious 2026 goals.
FAQ
What are the five must-have features for a high-converting store in 2026?
A modern, high-converting store combines lightning-fast performance and clear core UX, a streamlined trust-building checkout, first-party personalization, high-intent product pages, and robust analytics with continuous testing. Together these features reduce friction, increase average order value, and improve repeat purchase rates.
Why does conversion matter now for US eCommerce?
Higher conversion rates translate directly to more revenue without increasing ad spend. In 2026, rising acquisition costs and changes in tracking mean improving on-site experience and retention is the most scalable growth lever for US businesses competing globally.
What is a conversion and how does on-site CRO work?
A conversion is any desired action a visitor takes—buying, signing up, or adding to cart. On-site optimization uses data, testing, and UX improvements to remove blockers, guide users, and increase the share of visitors who complete those actions.
What’s the difference between macro-conversions and micro-conversions?
Macro-conversions are primary goals like completed purchases. Micro-conversions are intermediate actions—email captures, product views, or add-to-cart events—that indicate intent and help optimize the funnel incrementally.
How do speed, mobile UX, and checkout friction block conversions?
Slow load times cause abandonment, especially on mobile. Poor mobile layouts make interaction hard. Complex checkout flows increase drop-off. Addressing these three areas removes common exit points and improves completion rates.
What conversion rate benchmarks should I aim for?
Many stores average around 1.4% while top-tier merchants reach 4.7% or higher. Targets depend on vertical and traffic quality, but moving from average to top-tier typically multiplies revenue without more traffic.
Which pages should be prioritized for optimization?
Focus on homepage, product pages, and checkout first. These pages hold the most influence over purchase decisions and provide the quickest wins for revenue when tested and improved.
What performance goals lift conversions?
Aim for sub-second to under-4-second meaningful paint on key pages. Faster perceived speed drives trust and keeps users engaged through the purchase flow.
Why is mobile-first design essential?
Most shoppers browse and buy on phones. A mobile-first layout reduces friction, shortens task time, and lowers bounce rates—directly improving sales from on-the-go customers.
Which tech choices boost site performance and security?
Modern, lightweight themes, CDN delivery, optimized images and media, and secure payment integrations are key. For complex needs, headless setups and robust backend stacks (React, Node.js, or Rails) offer speed and scalability.
What makes a checkout trust-building and streamlined?
Guest checkout, minimal steps, clear payment and shipping options, and visible security indicators reduce friction. Transparent costs and a fast, mobile-friendly flow cut abandonment dramatically.
How can abandoned cart recovery tools help?
Automated emails, SMS reminders, and on-site retargeting recover a portion of lost sales. Smart flows that use first-party data and timing tests outperform generic follow-ups.
How do I prepare for a cookieless future with personalization?
Build first-party data collection through consented email, account sign-ups, and on-site behavior. Use that data to personalize product recommendations, content, and offers without relying on third-party tracking.
What on-site experiences raise AOV and retention?
Dynamic recommendations, bundling, tiered free-shipping thresholds, and loyalty prompts increase order value. Post-purchase flows and triggered offers encourage repeat visits and subscriptions.
What elements make product pages high-intent and conversion-ready?
Clear pricing, prominent shipping and delivery info, quality images and video, and verified reviews build trust. Fast-loading media and concise scannable copy help buyers decide quickly.
How do back-in-stock alerts and free-shipping thresholds drive action?
Alerts re-engage interested customers when inventory returns, capturing sales that would otherwise be lost. Free-shipping thresholds motivate customers to add items to meet the target, increasing AOV.
What analytics and testing should I implement?
Use platform analytics to track “conversion over time,” funnel drop-offs, and page performance. Pair with A/B testing, usability studies, and customer surveys to validate changes and measure impact.
What does an effective A/B test plan look like?
Prioritize high-traffic pages and hypotheses rooted in data, run tests long enough for statistical significance, and iterate on winners. Combine quantitative metrics with qualitative feedback for best results.
What development and design services should a full-service agency offer?
Complete projects need custom theme and UX design, integrations, performance tuning, SEO, and marketing enablement. Agencies that handle end-to-end delivery reduce friction and speed time to revenue.
When should a merchant consider headless or enterprise platforms?
Choose headless or enterprise tiers when you need extreme customization, global scale, or integrations that outgrow standard themes. These architectures provide performance and flexibility for complex roadmaps.
How does a proven process improve outcomes?
A discovery-led, analytics-driven roadmap plus co-creation sprints ensures work targets business goals. Clear milestones, testing, and measurable outcomes keep projects on time and on budget.
How do you handle migrations without downtime?
Careful planning, parallel staging environments, DNS management, and thorough QA reduce risk. Replatforming with phased cutovers and rollback plans preserves sales and SEO continuity.
What should I expect in the first 90 days after hiring an agency?
Expect a discovery audit, prioritized roadmap, initial performance and UX fixes, and setup of analytics and testing frameworks. Early wins typically focus on speed, checkout, and key product pages.