Performance optimization & PDP revamp for Secret Alchemist
Secret Alchemist is a premium skincare brand blending age-old Ayurvedic wisdom with modern formulations to create products that are as effective as they are indulgent. Known for its handcrafted blends and sustainable ethos, the brand's online store serves as a key touchpoint for customers seeking high-quality self-care solutions. To ensure their digital presence reflected the same luxury and trust as their products, the brand invested in enhancing website performance and overall shopping experience.
Challenge
Secret Alchemist's online store was underperforming before optimization.The website faced the following problems:
- Slow loading PDPs and Product Listing Pages (PLPs) causing higher bounce rates.
- Mobile performance lagging behind desktop, with scores in the mid-fifties.
- Render-blocking CSS and JavaScript delaying First Contentful Paint (FCP).
- Heavy media assets increase page load times.
- Rigid PDP layout limiting marketing flexibility for promotions and seasonal campaigns.
They needed a solution that would improve performance, enhance user experience, and enable faster marketing iterations.
Solution and the tech behind the process
Optimizations to speed up PDP/PLP and a modular PDP system for better UX and agility
Media Optimization
The main product image loads first, with other images and videos loading only when needed via custom lazy-loading scripts. Images are compressed and served in responsive formats for fast, high-quality display on mobile and desktop.
CSS Improvements
Stylesheets are prioritized so essential styles load first, with the rest deferred. Inline styles were moved to proper files and duplicates removed for cleaner, faster rendering.
JavaScript Cleanup
Unnecessary scripts were removed, duplicates were eliminated, and loading order is optimized. Critical features appear first while others load in the background. Inline JavaScript was moved to dedicated files for better processing efficiency.
Fixing render‑blocking
Some scripts and styles were stopping the page from loading quickly. We changed how these were called so they wouldn't block the rest of the site, letting customers see and use the page sooner.
Codebase spring cleaning
Old, broken, and unnecessary third-party scripts including younet, xpdgremote, and adarget were removed entirely.
PDP revamp
We introduced dedicated PDP templates tailored to different product categories, with every section crafted for clarity, storytelling, and conversion.
Key Sections
- Hero Section: High‑quality imagery, bold name, clear pricing, prominent CTA.
- Key Benefits: Icons with concise captions for quick USP scanning.
- Product Story: Visual narrative with headings and imagery.
- Ingredients & Usage: Clean, bullet‑pointed format with visual cues.
- Social Proof: Ratings and testimonials placed to boost trust pre‑purchase.
- Cross‑Sell: Curated related products to increase basket size.
UX Gains
- Stronger visual engagement and clarity.
- Clear information hierarchy for faster decisions.
- Bite‑sized, structured content reduces scroll fatigue.
Impact
Client PoC
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