$ daniel.bonifacio← work

// case study

Twillory / Shopify Optimization

-60%

TTFB

// overview

Client

Twillory — premium men's shirts, Shopify Plus

Challenge

High TTFB, failing Core Web Vitals, declining conversions

Result

60% TTFB reduction, all CWV passing, full conversion recovery

// the challenge

a redesign that converted worse than the old site

Twillory had invested in a full theme redesign. But when it went live, A/B testing showed the new site converted worse than the old one. The problem was performance: high TTFB, heavy assets, and failing Core Web Vitals.

The team couldn't pinpoint the bottleneck. The new theme looked better, but the loading experience was so slow it negated every UX improvement.

  • TTFB above 800ms on key pages
  • All Core Web Vitals (LCP, CLS, FID) failing
  • Conversion dropping vs. old site in A/B tests
  • Unoptimized assets with no load prioritization

// the approach

surgical optimization on 3 fronts

Instead of rewriting the theme from scratch, I took a surgical approach: identified the specific bottlenecks and attacked each with advanced server-side optimization techniques.

Custom CDN

Configured a custom CDN layer optimized for Twillory's catalog, with aggressive cache rules and smart invalidation.

Asset optimization

Compressed and reordered all CSS and JS, implemented theme code splitting and eliminated render-blocking resources.

Theme restructuring

Reorganized theme load order to prioritize above-the-fold content, lazy-load secondary sections and prefetch critical routes.

// results

immediate metric impact

-0%

TTFB reduction

0%

CWV passing

+0%

conversion increase

<0s

load time

// tech stack

technologies used

Shopify PlusLiquidCustom CDNGitHub ActionsLighthouse CIWeb Vitals API

facing a similar problem?

./book a free consult_