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Site Performance & Growth Audit

Your Jewelry Deserves
a Faster Storefront

We audited GemsNY.com across 5 page types and 7 dimensions. Here's what we found — and how fixing it drives revenue.

Prepared by WisdmLabs August 2026
02 / 12
Why This Matters

Every Second of Delay Costs You Sales

Google and your customers both penalize slow websites. For a high-value jewelry site, the numbers are stark.

Bounce Rate Increase
+32%
When page load goes from 1s to 3s (Google data)
Conversion Drop
−7%
Per extra second of load time (Deloitte study)
SEO Ranking Factor
Core Vitals
Google uses page speed as a ranking signal since 2021
Your Average Order
$3,000+
High-value — every lost visitor is a meaningful loss
03 / 12
Where You Stand Today

GemsNY's Performance Scorecard

Google grades every website on four key metrics. Your site currently fails all four on mobile — the device most of your shoppers use.

Page Load Speed (LCP)
3–6 sec
Target: under 2.5 seconds
Visual Stability (CLS)
Poor
Elements jump around as the page loads
Responsiveness (INP)
Sluggish
Buttons and filters feel slow to respond
Server Speed (TTFB)
0.7–2 sec
Target: under 0.8 seconds

Your category page (where shoppers browse sapphires) is the slowest at nearly 2 seconds just to start loading — before any images or product data appear.

04 / 12
Urgent Finding

A Data Leak We Found Immediately

During our audit, we discovered something that needs attention today — not next quarter.

Critical
13 Staff Email Addresses Are Visible to the Public
Internal email addresses (HR, CAD design, operations, PPC, management) are accidentally embedded in every page's source code. Any competitor or spammer can harvest them. Also exposed: your fraud detection settings and internal notification routing. This is a code configuration issue — fixable in hours, not weeks.

We flagged this first because it's a security concern. The performance and revenue issues below are equally important but less time-sensitive.

05 / 12
Key Findings

Five Issues Holding Back Your Growth

We audited your homepage, product pages, category search, configurator, and blog. These five issues affect every single page.

Critical
Your CDN is Turned Off for Page Content
You're paying for CloudFront (a global content delivery network) but it's configured to never cache your actual pages. Every visitor, everywhere in the world, waits for your single origin server to build the page from scratch. It's like having a nationwide chain of warehouses but shipping every order from one back room.
Critical
Images Cause the Page to "Jump" While Loading
65–90% of your images don't declare their size in the code. As each image loads, it pushes surrounding content around — text shifts, buttons move, shoppers accidentally tap the wrong thing. Google heavily penalizes this behavior. It's especially bad on your blog (90% of images) and configurator (85%).
Critical
Your Image Resizer Is Silently Broken
Your system is supposed to serve smaller images to mobile phones and larger ones to desktops. It works for some images, but for all your WebP banners and category tiles, the resize is silently ignored — mobile shoppers download the exact same large file as desktop users, wasting their data and slowing their experience.
High
The Navigation Menu Triples Your Page Weight
Your mega menu has 313+ links across 9 categories, and the entire thing is loaded three times on every page (desktop version, mobile version, and a third copy). That's ~3,000 extra elements the browser has to process — making up half to two-thirds of the entire page. Shoppers never see most of this until they open the menu.
High
501KB of Styling Code Blocks Every Page
Before a shopper sees anything on your site, their browser must download and process half a megabyte of CSS styling — most of which is for components not even on the current page. This directly delays the moment your product images and prices become visible.
06 / 12
Revenue Opportunity

Your Engagement Ring Funnel Has a Missing Door

The "Make Your Own" engagement ring is your highest-value product. But half the front door is missing.

Today on GemsNY
Only one path: "Start with a Setting"
No option to "Start with a Stone"
Landing page is nearly empty — just a heading and 4 thumbnails
No "How it Works" explanation
No progress indicator during the build
Setting pages don't show price
Industry Standard (Blue Nile, James Allen)
Two clear paths: Setting-First and Stone-First
Rich landing page with education and social proof
"How it Works" with visual 3-step flow
Progress bar showing where you are
Prices visible at every step
Easy switching between paths

Customers who already know which stone they want — and there are many — currently have no guided path on your site. They must navigate manually through loose gems, pick one, and somehow figure out how to pair it with a setting. Most will leave.

07 / 12
Compliance & Inclusion

Accessibility Gaps Create Legal and Brand Risk

Web accessibility lawsuits against e-commerce sites have grown sharply. Your site has multiple violations of the baseline standard (WCAG Level A) that must be addressed.

Critical
Screen reader users can't navigate your page structure
Missing header and footer landmarks, duplicate main content regions. People using assistive technology can't orient themselves on your pages.
Critical
Ring size selector and other controls have no labels
A screen reader announces the ring size dropdown as just "select" with no context. The engraving field has no label. Checkboxes say "controlled" — meaningless placeholder text that was never updated.
High
40 product images have no description
Including the main product hero image. Visually impaired shoppers can't understand what they're looking at. These are your most important images.

Beyond compliance: accessibility improvements benefit everyone — better labels mean better mobile usability, better structure means better SEO.

08 / 12
The Transformation

What Changes Look Like

Here's the measurable difference these fixes will make.

Today
Page load: 3–6 seconds on mobile
Server response: 0.7–2 sec (hits origin every time)
Visual stability: Page jumps and shifts during load
Image delivery: Same large file for all devices
Engagement funnel: One path, no guidance
Accessibility: Fails baseline compliance
Google CWV score: Failing all 4 metrics
After Optimization
Page load: Under 2 seconds on mobile
Server response: Under 200ms (served from edge cache)
Visual stability: Smooth, stable load experience
Image delivery: Right size for every device, AVIF format
Engagement funnel: Dual-path with progress tracking
Accessibility: WCAG AA compliant
Google CWV score: Passing all 4 metrics
09 / 12
Business Impact

How This Translates to Revenue

Performance improvements compound. Faster pages lead to better rankings, more traffic, lower bounce rates, and higher conversion.

↑
Higher Conversion Rate
Cutting load time from 4s to under 2s typically improves e-commerce conversion by 15–25%. On your average order value, even a 1% conversion lift is significant revenue.
♦
Better Google Rankings
Passing Core Web Vitals is a direct Google ranking factor. Category pages like "blue sapphires" and "emerald rings" will rank higher against competitors with similar content but faster sites.
★
Stronger Trust Signals
Moving reviews, certifications, and payment badges closer to the buy button — where shoppers need reassurance — directly reduces cart abandonment on high-value purchases.
↑
Recovered Engagement Ring Sales
Adding the "Start with a Stone" path captures an entire buyer segment that currently has no guided journey on your site. This is your highest-margin product category.
10 / 12
Execution Plan

A Phased Approach: Quick Wins First

We don't believe in multi-month projects before you see results. Our plan delivers measurable improvements in weeks, not quarters.

Phase 1 Weeks 1–2
Quick Wins — Immediate Impact
  • Fix the data leak (staff emails in source code)
  • Turn on CDN caching — instant speed boost across all pages
  • Fix image dimensions — stop the page from jumping
  • Prioritize hero images for faster visual load
  • Fix accessibility landmarks and form labels
Phase 2 Weeks 3–6
Core Optimization — Performance Overhaul
  • Fix the broken image resizer — proper mobile image delivery
  • Slim down the CSS bundle — load only what each page needs
  • Lazy-load the mega menu — cut page weight in half
  • Add "Start with a Stone" engagement ring path
  • Move trust signals closer to the buy button
Phase 3 Weeks 7–12
Growth Engineering — Competitive Edge
  • Add AVIF image format — 30% smaller than current WebP
  • Redesign mobile navigation for deep product catalogs
  • Optimize category page server queries (your slowest page)
  • Full WCAG AA accessibility compliance
  • Rebuild engagement ring landing page with education content
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Why WisdmLabs

We Found These Issues Because We Know Where to Look

This audit wasn't a generic scan. We deployed 7 specialized engineering teams in parallel — each examining a different dimension of your site. That depth is what we bring to every engagement.

01
Deep Next.js Expertise
Your site runs on Next.js with React Server Components. We understand the RSC payload leak, the CSS extraction issue with MUI, and the chunk-splitting opportunities — because we build with this stack daily.
02
E-commerce Performance
We optimize for revenue, not vanity metrics. Every recommendation is tied to a business outcome — conversion rate, search ranking, cart abandonment, or accessibility compliance.
03
Phased Execution
We ship improvements in 2-week cycles, starting with the highest-impact fixes. You see measurable results within the first sprint, not after a 6-month project plan.
04
Full-Stack Engineering
From CDN configuration and server optimization to frontend performance, UX design, and accessibility — one team covers every layer. No handoffs, no gaps, no finger-pointing between vendors.
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Next Steps

Let's Turn This Audit
Into Revenue Growth

We've mapped the problems and the fix sequence. The next step is a focused engagement to start delivering results in the first two weeks.

Deliverable
Detailed technical roadmap
First Results
Within 2 weeks
Approach
Phased, measurable sprints

WisdmLabs — Engineering That Compounds