Our Approach

What sets this work apart

The difference between a useful audit and a useless one comes down to specificity. Generic tools can run automated checks. Interpretation is a different skill.

The Context

Why most speed reports do not lead to meaningful improvement

Automated performance tools are genuinely useful. They surface issues efficiently and give you a starting point. The problem is that they treat every site the same way. A forty-item checklist generated for a SaaS landing page looks almost identical to one generated for a high-volume Shopify store with thousands of product images and a complex checkout flow.

The items that matter for your store depend on your platform, your traffic patterns, your product catalog structure, your third-party integrations, and the devices your customers actually use. None of those variables appear in a generic report.

There is also a prioritization problem. A report that lists forty improvements does not tell you which three will move your Core Web Vitals scores enough to affect rankings. It does not tell you which two changes will reduce the friction that causes mobile shoppers to abandon before checkout. Prioritization requires judgment, not just measurement.

Our work starts where automated tools stop. We take the data, apply knowledge of how e-commerce platforms behave under real traffic conditions, and identify the specific issues worth your development team's time.

The Difference

Focused diagnosis versus generic output

Generic Checklist Approach

  • Automated report, same format for every site
  • Forty-plus items with no prioritization
  • No connection to your traffic or revenue data
  • Platform-agnostic recommendations
  • Lab scores that may not reflect real user experience
  • Implementation left entirely to interpretation

Focused Audit Approach

  • Manual review of your specific store and setup
  • Short list of high-impact items, ranked by expected effect
  • Tied to your actual traffic pages and conversion funnel
  • Platform-specific knowledge applied throughout
  • Real device testing alongside synthetic measurement
  • Implementation guidance your team can act on directly
Depth of Focus

The areas where we go deeper than surface-level analysis

Core Web Vitals Interpretation

LCP, CLS, and INP each require different interventions. We identify the root cause of poor scores rather than treating symptoms, and we understand how these metrics interact with Google's ranking systems for e-commerce pages specifically.

Product Image Delivery

High-quality product images are essential for conversion. The challenge is delivering them without penalty to load time. We assess your image pipeline, format choices, lazy loading implementation, and CDN configuration together as a system.

Third-Party Script Audit

Analytics, chat widgets, marketing pixels, and review apps each add execution time. Some are worth the cost. Others add significant load time for negligible business value. We help you understand the tradeoff each one represents.

Render-Blocking Resources

JavaScript and CSS that prevent the page from displaying are among the most common causes of poor first-paint times. The fix is rarely obvious and depends on your theme architecture and build process.

Server Response Analysis

Time to First Byte reflects your hosting environment, database query efficiency, and caching configuration. We assess these together and identify where server-side changes would have the greatest effect on perceived load time.

Mobile Experience Gaps

Desktop and mobile performance often diverge significantly. We test on real mobile hardware and identify the gaps that synthetic testing misses, particularly around touch responsiveness and above-the-fold rendering.

What You Receive

A report built for action, not for filing

The deliverable from a Fejisa Kipoti audit is a focused document. It does not list every issue we found. It presents the issues that matter for your store's rankings and revenue, with enough context to understand why they matter and enough guidance to act on them.

Findings are ordered by expected impact. The first item on the list is the one we believe will produce the largest measurable improvement. Each recommendation includes the specific change required, the page or pages affected, and the expected effect on the relevant performance metric.

We also include a section on what we reviewed and did not flag as a priority. This matters because it tells your team where not to spend time.

A detailed site speed audit report document on a clean modern desk with a laptop showing performance graphs

See what a focused audit looks like for your store

Start with a conversation about your platform and what you are trying to improve.

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