Online retail · Outdoor goods
Fieldnote Commerce
Product discovery and checkout journey review
+28%checkout completion (illustrative)
- UX & Conversion
- Analytics
- Performance
Hospitality · Boutique hotels
Harbor & Pine
Performance and content structure improvement.
- Duration
- 6 weeks
- Headline outcome
- −44%
- Note
- Illustrative demo project. The company, findings and figures are fictional.
01Overview
Project overview
A small group of boutique hotels wanted their site to feel as considered as their properties—and to stop losing mobile visitors to slow pages.
Business context
Each property had grown its own pages over time. Photography was beautiful but unoptimized, and several booking and chat widgets loaded on every page, whether needed or not.
The challenge
Image-heavy pages loaded slowly on mobile, and similar content was spread inconsistently across three property sub-sites.
02Findings
What the review uncovered.
Hero images were several megabytes each
Full-resolution photography was served to every device, including small phones.
Duplicate content across properties
Room and amenity descriptions were copied and edited separately, creating inconsistent information.
Third-party scripts blocked interaction
Chat, reviews and booking widgets loaded eagerly and delayed the page becoming usable.
Missing canonical signals
Near-duplicate property pages competed with each other in search results.
03Recommendations
What we recommended.
A shared content model for properties, a responsive image pipeline, and a reduced set of third-party scripts.
- Introduce a shared property and room content model in the CMS
- Generate responsive image sizes with modern formats
- Load booking and chat widgets only where and when needed
- Consolidate duplicate pages and add canonical tags
04Sample roadmap
Sequenced by impact and effort.
Phase 01 · Weeks 1–2
Stabilize
- Image pipeline
- Defer third-party scripts
Phase 02 · Weeks 3–6
Restructure
- Content model
- Template consolidation
- Canonical tags
Phase 03 · Weeks 7–8
Measure
- Field performance data
- Search Console review
05Illustrative outcomes
What changed.
- mobile page-load time
- −44%
- property templates to maintain
- 3 → 1
- third-party script weight
- −60%
Sample figures for demonstration only. Not results from a real engagement.
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Next step
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