Introduction
Exemplifi recently undertook a WordPress optimization project focusing on improving website speed and performance — crucial elements for enhanced user experience, SEO rankings, and conversion rates. This case study outlines how we used primarily free WordPress plugins to achieve significant performance improvements.
Benchmarking to Establish a Performance Baseline
We started by establishing baseline metrics using Google PageSpeed Insights and GTmetrix, measuring key performance indicators:
- Largest Contentful Paint (LCP): Initially at 3.8 seconds (exceeding Google’s 2.5-second recommendation)
- Interaction to Next Paint (INP): Tracking visual response time to user interactions
- Cumulative Layout Shift (CLS): Measured at 0.2 (above the recommended 0.1 threshold)
Streamlining Plugins for Optimal Performance
We discovered over 20 active plugins, many redundant. Using Query Monitor, we:
- Eliminated duplicate functionality (e.g., consolidated multiple security plugins like Wordfence and Sucuri)
- Replaced resource-intensive plugins with efficient alternatives (WP Rocket for caching, Smush for images)
- Achieved a 15% performance boost through plugin optimization
Implementing Advanced Caching Solutions
We deployed a dual-layer caching strategy:
- Server-side: Implemented W3 Total Cache to generate static page versions
- Client-side: Enabled browser caching to minimize repeat downloads
- Result: Significantly reduced server load and improved page speed
Leveraging a Content Delivery Network (CDN)
To serve global users effectively, we implemented Cloudflare’s CDN:
- Previous load times in Europe: 7 seconds
- Post-CDN implementation: 2.5 seconds
- Achievement: Content delivery from geographically closest servers
Optimizing Images for Faster Loading
We tackled image-related performance issues through:
- Compression: Reduced average image size from 400KB to 100–200KB using Imagify
- Format conversion: Implemented WebP format, achieving 60% size reduction
- Loading optimization: Added lazy loading functionality
Minifying and Optimizing CSS
- Reduced CSS file size from 300KB to 150KB
- Removed unused styles with PurgeCSS
- Implemented minification via Autoptimize
Optimizing JavaScript for Better Performance
- Added async/defer attributes to non-critical scripts
- Achieved 25% faster loading through script optimization
- Established regular JavaScript audits
Efficient Theme Logic: How to Keep It Simple
- Streamlined conditional statements
- Implemented WordPress Transients API for temporary data caching
- Reduced database queries and memory usage
Conclusion
By implementing these strategies, we transformed our client’s WordPress site into a fast, high-performing platform. Not only were they able to meet the demands of a visitor base distributed globally, they were also able to ensure their mobile responsiveness and accessibility was at peak performance. It took us less than a week to implement the speed updations. These changes improved user experience, increased search engine rankings, and allowed the site to handle higher traffic without performance issues.
If your website could benefit from speed and performance optimization, contact us today.
