How We Helped Pure Parima Improve Site Speed and Pass Core Web Vitals

The Challenge

Project Overview

Pure Parima contacted us with the goal of improving their Shopify store's loading speed and overall performance. As a growing ecommerce brand, they needed a smoother shopping experience and stronger performance signals for both search and paid traffic. We started with a full Core Web Vitals audit. Then we handled all implementation, working closely with both their development and marketing teams to ensure every change supported their broader goals. This included optimizing theme code, improving Liquid templates, reducing layout shifts, optimizing images and scripts, and ensuring consistent responsiveness across all major pages.

Pure Parima needed a faster Shopify store that could perform better for users and pass Google's Core Web Vitals. The store had layout shift issues, slow LCP, and interactivity delays that needed to be addressed without disrupting the shopping experience.

The Goals

Goals & Objectives

The primary goal of this project was to improve Google's Core Web Vitals, site speed, and overall user experience and usability.

Our primary goals were to:

• Reduce mobile LCP below 4s
• Eliminate Total Blocking Time on mobile
• Fix desktop CLS issues

The Solution

Our Approach

A systematic, step-by-step process tailored to Pure Parima's needs.

1. 1

   CWV Audit

   Full Core Web Vitals audit across all major templates.

2. 2

   Theme Code Optimization

   Optimized Liquid templates and reduced unnecessary JavaScript.

3. 3

   Layout Shift Fixes

   Eliminated CLS issues by setting proper dimensions and reserving space.

4. 4

   Cross-Team Coordination

   Worked with dev and marketing teams to align changes with business goals.

5. 5

   Validation & Monitoring

   Monitored real user data to confirm sustained improvements.

The Results

Outcomes

Core metrics that improved over the duration of the project.

• 88% Mobile LCP Reduction. Mobile LCP dropped from 27.2s to 3.3s.
• 100% Mobile TBT Eliminated. Mobile TBT reduced from 1,630ms to 0ms.
• 77% Desktop LCP Reduction. Desktop LCP improved from 2.6s to 0.6s.

Lessons

Key Takeaways

• CLS fixes often require reserving space for dynamic content and images.
• Cross-team coordination prevents optimization work from conflicting with marketing goals.
• Shopify stores benefit from template-specific optimization strategies.