Brewly
+311% CTA CTR
Brewly's site looked beautiful and loaded like a brochure on a 56k modem. We trimmed it down, rewrote the hero, and ran four copy tests — CTA click-through went up 311% and LCP went under 1.2s.
What was broken
Brewly had a gorgeous photography-heavy WordPress build that scored 28 on mobile Lighthouse. LCP was 4.1s, CLS was 0.31, and the hero CTA — "Discover our story" — was clicked by 0.6% of visitors. Most users never saw the subscription offer because they bounced first. Google's Core Web Vitals report was flashing red, and organic traffic had been sliding for two quarters.
What we did
- 1
Audited the homepage and top 4 product pages with Lighthouse, WebPageTest, and Hotjar. Identified 27 perf wins.
- 2
Replaced hero JPGs with responsive AVIF + LQIP placeholders. Lazy-loaded everything below the fold. Cut JS by 62%.
- 3
Moved WordPress to headless via WP REST API + a static front-end fronted by Cloudflare. TTFB dropped from 480ms to 60ms.
- 4
Ran 4 hero copy tests over 3 weeks: outcome-led vs. story-led vs. urgency-led vs. price-led. Outcome-led won by 4×.
- 5
Rebuilt the subscription PDP with single-question quiz flow → recommended bag → one-click subscribe.
How it unfolded
27 wins ranked. Headless plan signed off.
AVIF + lazy load + JS budget. LCP under 2s.
Cloudflare in front. TTFB to 60ms.
4 hero tests live. Outcome-led wins 4×.
Quiz → recommend → subscribe. Live.
“Our site finally feels as fast as our espresso. Subscription signups tripled and Google stopped yelling at us.”