Ooi Solutions · Case file
A New Zealand supplements e-commerce store whose WooCommerce site was losing cart conversions before a page loaded. We spent four months rebuilding the performance and SEO - and measured everything.
Baseline: Lighthouse mobile, /product-category/supplements. Today: Chrome UX Report field data, 28-day window, 15 Jul 2026.
Source: Eat Me Supplements growth & performance report - GA4, Google Search Console and e-commerce tracking, Feb 2025 → Jun 2025.
Admission notes
Eat Me Supplements is a New Zealand-based online health supplements store stocking vitamins, proteins, greens and specialty formulas. The product range was strong, but the WooCommerce site was bleeding cart conversions before a shopper could complete checkout.
Scope
Documented in full in the Eat Me Supplements growth & performance report.
Before & after · the pages
These are the live Eat Me Supplements pages as they were, and as we rebuilt them. Screenshots come straight from the client performance report.
The primary shopping page taking 7.6 seconds to paint the hero product.
Screenshots: Eat Me Supplements growth & performance report.
Core Web Vitals
Google's threshold for a good LCP is 2.5 seconds. The supplements category page was three times over it.
Where those 7.6 seconds went
Source: PageSpeed Insights baseline audit.
Other notable metrics
Source: PageSpeed Insights, 15 Jul 2026 - real-user field data.
The 7.6s baseline is a Lighthouse lab test of the supplements category page. The 1.3s is field data across the site. A like-for-like re-test of the category page would confirm the improvement end-to-end.
Third-party review widget scripts (~180ms), 9KiB unused CSS from legacy WooCommerce extensions, and a deferred product recommendation carousel blocking the main thread during peak traffic.
The fix list
Not recommendations - the actual changes specified, page by page, in the SOP, with the category page as the reference implementation.
| Issue found | What we changed |
|---|---|
| LCP at 7.6s | Preload hero product image · convert to WebP · inline critical CSS for above-the-fold product grid |
| Render-blocking resources | Defer non-critical WooCommerce scripts · preload key stylesheets |
| Oversized product images | Compress and resize all product images to 200-400KB · serve via responsive srcset |
| No product schema | Add Product, Offer and AggregateRating schema to every product page |
| Unused CSS and JavaScript | Strip 12 unused WooCommerce extension bundles · extract critical CSS |
| Weak cache policy | Cache-Control: public, max-age=31536000, immutable for static assets |
| No supplement category pages | Build programmatic category pages for vitamins, proteins, greens and specialty formulas |
| Mobile checkout broken | Redesign mobile cart flow with Apple Pay and Google Pay above the fold |
| Offscreen images | Lazy-load all below-the-fold product images with blur-up placeholders |
The unglamorous part
Most of this engagement was invisible infrastructure work. It's also the reason the rest worked.
Supplier photos uploaded at full resolution with no compression pipeline. No WebP, no responsive sizing for mobile shoppers.
Legacy theme stylesheet loaded synchronously with no critical CSS extraction. Every product page paid the penalty.
Product grid didn't reflow on small screens. Add-to-cart buttons sat below the fold. Users had to pinch and scroll to complete a purchase.
Vitamins, proteins and greens were lumped into one flat listing. No category pages existed to capture intent-led searches.
No structured data meant Google couldn't show price, availability or review ratings in search results.
Review widgets, chat popups and analytics tags loaded synchronously, adding 300ms+ of main-thread work on every page.
Results
Every chart below is lifted from the client performance report, drawn from GA4, Google Search Console and e-commerce tracking.
Feb 2025 → Jun 2025
Monthly, Feb 2025 → Jun 2025
Feb-Jun 2024 vs 2025
Evidence
Search visibility and audience growth, straight from the consoles.
Search clicks grew 3.1× · impressions up 240% · average CTR improved from 1.2% to 3.4%
Google Analytics · monthly
New users vs returning customers
Ooi Solutions
4 months, 11 interventions, +156% online orders - and every number on this page can be checked in GA4, Search Console or PageSpeed Insights. That's the point.
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