How WordPress Boosted Website Performance by 50%: A Case Study

WordPress, a versatile content management system (CMS), is at the forefront of website development, offering flexibility and a user-friendly interface that has attracted a vast user base. This case study explores a remarkable instance where the implementation of strategic measures on a WordPress platform led to a 50% boost in website performance.

WordPress Boosted Website Performance


The subject of our case study is ‘ARP Roofing’, an online marketplace for handmade arts and crafts. With an extensive catalog and a growing customer base, ARP Roofing’s website was struggling to keep up with the traffic demand, which resulted in slow page loading times and a suboptimal user experience.

Initial Challenges

ARP Roofing faced several challenges:

  1. High Load Times: Users experienced delays in page loading, which was above the industry standard of 2 seconds.
  2. Resource Intensive Plugins: The site had numerous plugins that were resource-intensive and slowed down the server response time.
  3. Unoptimized Images: High-resolution images were not optimized for the web, leading to unnecessary bloat.
  4. Poor Caching Strategy: The website lacked a proper caching mechanism, which meant that redundant data processing occurred with each visit.
  5. Non-Responsive Design: The site’s design was not fully responsive, which impacted mobile users negatively.
  6. Database Overload: An inefficient database with no optimization strategy in place contributed to slow query responses.

Approach to Optimization

To address these issues, ARP Roofing implemented a multi-faceted optimization strategy focused on enhancing the technical aspects of the WordPress site.

1. Performance Audit

The first step was a thorough performance audit to identify all bottlenecks. Tools like Google PageSpeed Insights, GTmetrix, and WebPageTest were employed to analyze the website and provide insights.

2. Choosing the Right Hosting

ARP Roofing switched to a more robust hosting solution that offered better resources, including CPU and RAM, specifically optimized for WordPress environments.

3. Plugin Review and Optimization

A meticulous review of all plugins was conducted. Outdated and poorly-coded plugins were replaced with lightweight and efficient alternatives. Some plugins were custom-developed to ensure seamless performance without the excess bloat.

4. Image Optimization

They employed tools to automatically optimize images upon upload. Additionally, they implemented lazy loading, so images would only load as the user scrolls, significantly reducing initial page load time.

5. Caching Strategy

ARP Roofing installed a premium caching plugin, fine-tuning it to cache pages and database queries effectively. This reduced server load and cut down the time needed to serve the same content to multiple users.

6. Content Delivery Network (CDN)

A CDN was used to distribute the site’s static assets across multiple servers worldwide, ensuring that users receive data from the server closest to them.

7. Database Optimization

The site’s database was optimized by removing unnecessary data, reducing table overhead, and scheduling regular cleanups.

8. Code Minification and Concatenation

CSS and JavaScript files were minified and concatenated, reducing the number of HTTP requests and the size of files that needed to be downloaded.

9. Responsive Design

The theme was overhauled to ensure responsiveness and mobile-friendliness, improving the experience for mobile users.

10. Monitoring and Maintenance

Continuous monitoring was set up to keep an eye on the site’s performance, and regular maintenance was scheduled to ensure that all optimizations remained effective over time.

Results of the Optimization

After the implementation of these strategies, ARP Roofing saw dramatic improvements:

  • Page Load Time: There was a 50% reduction in average page load time, significantly improving the user experience.
  • Bounce Rate: The bounce rate decreased, indicating that users were staying on the site longer.
  • Search Engine Rankings: The site’s SEO ranking improved due to better performance, leading to increased organic traffic.
  • Conversion Rate: A faster site led to an improved conversion rate as users faced fewer barriers to completing a purchase.
  • Scalability: The site could now handle higher traffic peaks without performance degradation.


ARP Roofing’s success story illuminates the remarkable impact that performance optimization can have on a WordPress website. By taking a comprehensive approach to identify and rectify inefficiencies, ArtisanGallery not only improved its site’s load time by 50% but also achieved broader business objectives such as enhanced user engagement, higher SEO rankings, and improved conversion rates.

The strategies employed in this case study are not unique to ARP Roofing and can serve as a blueprint for any WordPress site experiencing performance issues. Investing in a performance optimization strategy is essential in today’s competitive online space where user experience is paramount.

While performance optimization can require significant effort and resources, the return on investment for ARP Roofing highlights the tangible benefits. A commitment to ongoing monitoring and maintenance ensures that the site continues to operate at peak performance, solidifying ARP Roofing’s position in the marketplace.

Maintenance & Support

WordPress websites require regular updates to make sure the site continues to run smooth & secure. Maintenance with optional add on support is available to handle updates as well as make regular backups of your website and databases. This is available to any client, past or present.

Quick connect

Quick connect
First and last name
Include links to assets (branding, mock-ups, stock images, illustrations, etc.), provide URLs of examples, clear descriptions of functionality or desired user experience. sitemap and any other details. Please be specific!