Freida Rothman Shopify Site Speed Fix

Unrestrained Commerce sped up Freida Rothman's Shopify store by auditing 47 apps and cutting third party scripts. Total Blocking Time fell about 61%, from 2,330 ms to 900 ms, and LCP dropped by about 8 seconds.

Client / brand

Freida Rothman is a luxury jewelry brand selling on Shopify. Over time the team had added app after app to the store, and the site had slowed down badly. Their in-house developer had not been able to bring the speed back.

• Client: Freida Rothman
• Store: freidarothman.com
• Contact: Leo Mordkovich
• Engagement: Site speed fix, Dec 18, 2024 to Jan 2, 2025 (about two weeks)
• Industry: Luxury jewelry

Challenge

The store was running 47 apps, compared with the roughly 30 most stores run. Each one added scripts, and together they were slowing every page. Mobile Lighthouse tests showed heavy main thread blocking, and the hero image had an LCP render delay of 14,280 ms.

Approach / what we built

The plan was to audit all 47 apps and every third party script, remove redundant scripts such as Yotpo and Triple Pixel, improve lazy loading, and optimize CSS and fonts. The target was 30 to 50% faster real and perceived load times.

• Removed a blocking retargeting script. A third party retargeting script (revenue-roll) was blocking page load by almost a second. With the client's OK, we removed it.
• Served Klaviyo from the store's own CDN. The Klaviyo script now loads from the store's CDN instead of Klaviyo's.
• Disconnected unused apps. The TikTok app was no longer in use, so we disconnected it.
• Flagged the slowest apps. We documented Google Tag Manager, Klaviyo, Intercom, Loox, Bold Commerce, Redo, and Tolstoy as the heaviest apps, with recommendations for each.
• Replaced a heavy video embed. The homepage Vimeo embed was swapped for a compressed video file.

Results

Pages now load noticeably faster while browsing, and the main lab metrics moved well past the target.

Results at a glance

• Total Blocking Time: 900 ms (from 2,330 ms, about 61% lower)
• LCP: about 8 seconds faster
• Homepage script cost: 114 ms on the final test

Period: Dec 18, 2024 to Jan 2, 2025.

Source: Mobile Lighthouse tests, with homepage script cost from the final test.

What the client said

"Overall Amazing work." Leo Mordkovich, Freida Rothman

Stack / deliverables

• Platform: Shopify
• Work: App and third party script audit, script removal, Klaviyo CDN hosting, video embed replacement, app recommendations
• Measured: Mobile Lighthouse, December 2024 and January 2025
• Services: Speed optimization, Shopify development

Work with us

Has your Shopify store slowed down as apps piled up? Unrestrained Commerce, founded by Nick Perry, finds what is dragging your store down and gets it loading fast again.