Industrial fans and ventilation
Speed increase · CRO · 2024Hired to make the store faster. Conversion rate nearly tripled.
Maxx Air hired me to make the store faster. Seven days after the work went live, conversion rate was up 188% and orders were up 170%. That is what speed does when a store has been quietly leaking sales.
+188%
Conversion rate
Shopify admin, 7 days after launch vs the 7 days before, November 2024
+170%
Orders
Same 7-day comparison
The client
Maxx Air makes heavy-duty drum fans, solar attic ventilation and air circulators built for warehouses, barns, workshops and job sites. The products are rugged and industrial grade, with internal angled struts so the fans survive dents that would finish a plastic competitor.
The Shopify store serves both retail shoppers and wholesale buyers, with replacement parts, lighting, fan buying guides and a wholesale inquiry path all living in the same navigation.
- Client
- Maxx Air
- Store
- mymaxxair.com
- Type
- Speed increase
- Timing
- November 2024
The challenge
What was holding the store back
The brief was narrow: the store was slow and the team wanted it fast. A catalog of large product imagery, a busy header with search, mega menus and a call button, and a hero carousel all added up to a heavy first paint, especially on a phone.
Slow stores do not just annoy people, they lose them before the page finishes drawing. For a brand selling to contractors checking a product on a job site, every second between tap and content is a sale that quietly walks off. The job was to cut that time without changing what the store sells or how it looks.
What we did
The work, step by step
- Step 01
Measured first, then fixed the biggest weight
Before touching anything, the store was profiled on real mobile conditions to find what was actually blocking Largest Contentful Paint. Oversized images, render-blocking scripts and layout shift from the hero carousel were the main offenders, in that order.
The homepage after the speed work. Same design, far less weight. - Step 02
Image and hero optimization
Product and hero imagery was resized to the dimensions they actually render at, served in modern formats and given explicit dimensions so nothing jumps while loading. The hero now paints with the page instead of after it.
- Step 03
Script and theme cleanup
Third-party and theme scripts were deferred or removed where they were not earning their keep, so the browser spends its first second rendering the page rather than parsing JavaScript the shopper has not asked for yet.
- Step 04
Mobile first, because that is where the buyers are
The mobile experience got the most attention. The solar attic ventilation hero and the product grid now load quickly on a phone connection, which is where contractors and homeowners are checking a product before they buy.
Mobile homepage after optimization.
More from the build
Around the store
Results
What the numbers say
Shopify admin, seven days after launch (November 5 to 12, 2024) compared with the previous seven days: sessions up 30%, orders up 170%, conversion rate up 188%.
Traffic grew a little. Orders and conversion grew a lot. That gap is the whole point of a speed job: the same shoppers who were already arriving finally got a store that let them buy.
| Metric | Nov 5 to 12, 2024 | Change |
|---|---|---|
| Online store sessions | 1,774 | +30% |
| Total orders | 27 | +170% |
| Conversion rate | 1.3% | +188% |
Source: Shopify admin, last 7 days compared with the previous 7 days.
- Platform
- Shopify
- Work
- Performance audit, image and hero optimization, script deferral and theme cleanup, mobile-first fixes
- Engagement
- Speed increase project
- Measured
- Shopify admin, 7 days after launch, November 2024
What clients say
“Nick was wonderful to work with. We had him refresh our website landing page. He communicated well, kept me updated on timeline and was very flexible and cooperative when we wanted a few things changed from our initial ideas.”
Lauren Bush · Design Ops, teddyvonranson.com
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