Optimize Shopify Storefront: Speed, SEO, Conversion

We want a modern, fast-loading Shopify storefront optimized for mobile and desktop, with improved on-page SEO structure and conversion-focused product page layouts. Our priority order is: (1) Speed, (2) SEO implementation, (3) Conversion rate improvements.

Current setup

Shopify plan: Shopify
Theme: Dawn 3.0 (minimal customization)
No page builder in use
~50 products, ~10 collections, most products have color variants
Primary pain points: mobile performance, especially home + product pages
Primary suspected cause: image sizing/weight
PageSpeed report: desktop link provided; Core Web Vitals show “Passed” on aggregate data in the report window we reviewed. PageSpeed Insights
What we need you to do

Performance audit + plan (mobile-first)
Identify the top bottlenecks on homepage + a representative product page + collection page.
Prioritize fixes by impact/effort and explain tradeoffs.
Implement speed improvements (while keeping site functionality)
Image optimization strategy (correct sizing, compression, responsive delivery, lazy loading where appropriate). Shopify specifically calls out image optimization and removing unnecessary app code as key actions. Shopify Help Center
Reduce/defers non-critical scripts and theme code where possible (HTML-first, JS only where needed). Shopify
Ensure the solution remains maintainable for a small team (no “mystery fixes”).
Theme decision: optimize current vs migrate/upgrade
We are open to staying on Dawn or moving to a faster/easier theme if justified.
Note: Dawn 3.0 is an older release (early 2022). changelog.shopify.com Current Dawn releases are much newer (Shopify Theme Store shows version 15.4.1 as of Dec 2025). Shopify Themes
You should recommend the best long-term option and execute it.
Product page content structure (SEO + clarity + speed)
We will provide copy, keywords, and most images (lifestyle, comparison charts, etc.).
Your job is to format, implement, and load it efficiently (e.g., lightweight sections/snippets, metafields where appropriate) so pages remain fast.
Add/structure SEO-friendly sections such as: benefits-first layout, specs, FAQs, comparison, internal links (implementation-focused; no keyword research required).
Conversion improvements (expert recommendations + implementation)
Improve PDP UX and clarity; we welcome best-practice suggestions.
Interested in bundles/upsells if they can be implemented without bloating performance.
Tracking sanity check
We currently use “Just Google” analytics; we are not experts here.
Confirm key events are not broken by theme changes and that performance changes don’t break measurement.
Success criteria (acceptance)

Maintain/achieve Google “Good” Core Web Vitals targets (75th percentile approach): LCP ≤ 2.5s, INP < 200ms, CLS < 0.1. Google for Developers
Material improvement to mobile experience on homepage + product pages (you will define targets using an agreed measurement approach).
Clean handoff: documentation of what changed, and how to maintain it.
Deliverables

Audit summary + prioritized action plan
Implemented improvements in a staging theme first
Before/after measurements and explanation of changes
Documentation + short training walkthrough (recorded Loom is fine)
Option for ongoing support (hourly) after launch
How to apply (required)
Please include:

2–3 Shopify stores where you improved speed (include before/after PageSpeed or CWV results).
Your recommendation: optimize current Dawn vs upgrade/migrate, and why.
A proposed fixed-bid price with milestones, plus hourly rate for ongoing work.
Confirmation you will work in a staging theme and use best practices for safe rollout.