E-commerce Performance and Conversion Optimisation for Cisalfa Sport
How I supported PwC in improving the new Cisalfa Sport e-commerce experience, achieving Lighthouse scores above 90, eliminating CLS and strengthening conversion performance.
Initial challenge
Following the launch of the new Cisalfa Sport storefront, mobile loading remained slow, layout shifts affected customer confidence and conversion performance was below expectations.
- Elevated mobile loading times
- Critical cumulative layout shift
- Instability across key funnel stages
- A need to prioritise work by business impact
My contribution
I joined as a performance and conversion consultant, using Core Web Vitals and journey data to identify where technical issues had the greatest commercial impact.
- LCP and TTFB analysis
- CLS elimination across critical layouts
- Frontend asset and rendering optimisation
- Validation against customer-journey KPIs
Approach and delivery
The roadmap ranked interventions by impact and effort rather than chasing a synthetic score in isolation.
Technical changes were validated repeatedly across representative devices and funnel stages to ensure that measured speed translated into a more stable experience.
Audit and analysis
Mapped Core Web Vitals and journey-level bottlenecks.
Technical optimisation
Improved loading, rendering and asset delivery.
UX and layout stability
Removed CLS and stabilised critical funnel interactions.
Validation and monitoring
Measured gains and checked production consistency.
Final outcome
The storefront became faster and more stable, creating a stronger foundation for conversion, SEO and retention.
Stable performance across representative pages
Layout instability removed from key journeys
A smoother funnel reduced avoidable friction
Core Web Vitals supported organic visibility
Project highlights
Key takeaways
Speed and stability affect confidence throughout the funnel.
The best roadmap connects technical indicators to customer and business outcomes.
Performance requires governance after the initial optimisation.
Conclusion
Performance optimisation is not a one-off score improvement. It is the discipline of removing friction from the journeys that generate value.
The programme gave Cisalfa Sport a faster, more stable experience and a repeatable basis for ongoing monitoring.
Is your e-commerce performance below expectations?
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