Performance overhaul
Slow pages on mobile, heavy tracking scripts and a late-loading hero.
- Client
- Israeli jewelry store (Hebrew, right-to-left)
- Market
- Israel
- Service
- Performance engineering
- Status
- Live
01 / Build
What I built
LCP and preload fixes, font and script cleanup, duplicate pixel removal, server-side profiling.
- WordPress
- WooCommerce
- Cloudflare
02 / Decisions
Key decisions
- Profile the server before touching the front end, so each fix goes where the time is actually spent rather than where it's easiest to change.
- Preload the hero image and the fonts it needs, and load everything not needed for the first screen later, because the late hero was setting the page's Largest Contentful Paint.
- Remove duplicate tracking pixels instead of deferring all of them. Two copies of the same pixel cost load time and count every event twice.
03 / Notes
Architecture and hindsight
Architecture
The work ran in three passes. On the server, profiling showed which requests were slow before any HTML reached the browser. In the page, the hero image and fonts were preloaded and the scripts the first screen doesn't need were moved later. In tracking, every pixel was listed, duplicates were removed and the rest were kept in one place. Cloudflare sits in front for caching. The site is in Hebrew and right-to-left, so every change was checked in that layout, not only in a left-to-right test page.
What I'd do differently
Set a performance budget and a monthly check on the key pages from the start. Speed work holds only until the next app, theme update or marketing script is added, and a budget catches that in a week instead of months later.
04 / Outcome
Outcome
Live in production; the hero image loads first and each tracking pixel fires once.
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