Skip to main content

Case study

Shopify: performance + technical SEO without breaking conversion

Case study: Shopify optimization (Liquid) focused on Core Web Vitals, visual stability, metadata, and schema.

Industry

eCommerce

Role

Shopify Developer / Technical SEO

Stack

Shopify LiquidJavaScriptSEO tecnicoCore Web VitalsSchema JSON-LDGA4 / Pixel (configurable)

Situation

Shopify store with unstable visual rendering, uncontrolled asset loading, and inconsistent SEO signals. Needed real performance gains without harming purchase flow or critical tracking.

Task

Reduce Core Web Vitals issues (especially CLS), clean technical SEO (canonicals, metadata, schema), and preserve compatibility with essential apps.

Action

1) Lighthouse audit + theme review: layout shifts, images without dimensions, fonts. 2) Liquid tweaks to avoid reflows: reserve space (width/height), avoid late injections, refactor sections. 3) Conditional/deferred loading of non-critical JS and cleanup of redundant scripts. 4) Normalize titles/descriptions per template, correct canonical, and JSON-LD aligned to the entity. 5) Deploy checklist and post-release verification (CWV/SEO/checkout functionality).

Outcome

  • CLS 0.14 -> 0.04; PLP LCP 3.1s -> 2.4s p75 (mobile)
  • PLP bounce rate -11%; cart CVR +5%
  • Stable organic coverage after cleaning canonicals and sitemap
  • Non-critical JS evaluation time -32%

Summary

Optimization of a Shopify theme focused on Core Web Vitals, technical SEO, and UI stability.

Deliverables

  • CWV checklist (LCP/CLS/INP) and applied fixes
  • Liquid refactor to avoid shifts
  • Per-template metadata + consistent canonicalization
  • JSON-LD aligned to the entity and key pages
  • Post-release validation and maintenance recommendations