Introduction
Purelei is a fast-growing German jewelry and lifestyle brand, celebrated for its Hawaii-inspired aesthetics and accessible price points. With a loyal community-driven customer base and a fully digital-first retail model, Purelei's online shop is the company's primary revenue channel - making performance, conversion, and user experience central to its commercial success.
"The numbers don't lie: a +2.3% conversion rate uplift and a projected +3.33% revenue increase — all from a single performance integration. What made it possible was how seamlessly the Speed Kit team worked with us. They handled the complexity, kept us informed at every step, and delivered exactly what was promised. For any Shopify merchant serious about growth, this is a no-brainer."
Challenge
As Purelei continued scaling its Shopify-based storefront, the team recognized that page speed had become a meaningful constraint on growth. In a market where mobile-first shoppers expect instant page loads, slow load times were directly impacting bounce rates, session engagement, and ultimately, conversions.
Solution
Purelei needed a solution that could deliver measurable speed improvements - without adding engineering overhead or requiring a complex technical integration. That's where Speed Kit came in. Designed specifically for high-traffic e-commerce sites and natively compatible with Shopify, Speed Kit integrates directly via the Shopify App.
No backend changes, no infrastructure work, no significant developer time. The integration was completed quickly, allowing Purelei's team to move from implementation to A/B testing within days.
Speed Kit is an official ACE eligible technology partner and independent software vendor (advanced tier) of the AWS Competency Partner Program "Accelerate" as well as the Workload Migration Program. Our technology is powered by 13 different AWS services:
- Elastic Kubernetes Service (EKS): We use EKS to schedule and orchestrate our Speed Kit applications on EC2 instances.
- Simple Storage Service (S3): Speed Kit stores cached assets in S3 buckets. Additionally, we store RUM (Real User Monitoring) and PI (Performance Insights) data in S3 buckets for analytics purposes.
- Elastic Compute Cloud (EC2): Our workloads are hosted on EC2 instances, as managed through EKS.
- Kinesis Data Streams: Kinesis Data Streams are used to ingest RUM and PI data from Speed Kit, which is then consumed by Amazon Managed Service for Apache Flink. Fastly also streams access logs to our Kinesis Data Stream, which are similarly consumed by Amazon Managed Service for Apache Flink.
- Athena: We use Amazon Athena to query data stored in AWS S3 buckets, enabling performance insights and asset preloading.
- Elastic Container Registry (ECR): Docker images are stored in ECR and deployed in our Kubernetes cluster, which is managed by EKS. For third-party application images, we use the pull-through-cache feature of ECR.
- Elastic Container Service (ECS): We build Docker images using a service hosted on Amazon ECS.
- Route 53: Route53 is used to manage DNS records.
- Simple Email Service (SES): We use SES is used for sending transactional emails.
- Managed Streaming for Apache Kafka (MSK): We use MSK to facilitate consuming and producing custom event records for different applications.
- DynamoDB: Speed Kit uses DynamoDB to store information related to our predictive preload feature.
- Lambda: We use Lambda to pre-render client side renderd pages to make that actual server side rendered.
- ElastiCache (Redis OSS): We use ElastiCache to store our Bloom filter, which checks whether an asset is present in our cache.
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Click the image to open the architectual diagram of Speed Kit with AWS
Results
Speed Directly Drives Commercial Results
The performance improvements translated directly into measurable commercial outcomes. The A/B test data shows a directly observed +2.3% conversion rate uplift between the Speed Kit group and the control group, alongside a projected +3.33% revenue uplift. Together, these figures make a compelling and data-backed business case for a full rollout.
Add-to-Cart rates improved by ~9.0% (every 100 ms of LCP improvement corresponds to +1.54% ATC rate), while session length increased by ~10%, meaning faster users visit significantly more pages per session. Bounce rates also fell substantially as load time decreased.
Across All Page Types: Massively Faster Load Times
The performance uplift was consistent and significant across all measured page types. Speed Kit reduced LCP (Largest Contentful Paint) — Google's most important Core Web Vital and a direct SEO ranking signal — by 55% overall, with the median load time dropping from 1,143 ms to just 518 ms. This 625 ms absolute improvement translated directly into a meaningfully better browsing experience for Purelei shoppers.
Product pages saw an LCP improvement of 61% (857 ms faster), while collection pages improved by 61% (597 ms faster). These page types are the most critical for conversion — users browsing collections and evaluating products are highest-intent visitors, and the speed gains directly reduce the friction between discovery and purchase.
Instant Navigation Experience
Speed Kit's AI-powered predictive preloading engine pre-cached the next page before users even clicked a link for 78% of all navigations. On product pages — where purchase intent is highest — this figure reached 82%. A full 36% of users experienced pages that were pre-rendered entirely in the background, resulting in near-instant navigation measured at LCP < 300 ms. For product pages specifically, this instant navigation metric improved by +531% compared to the original, reflecting a transformative uplift in perceived speed.
Built for Shopify — Deployed in Days
Why Shopify Merchants Choose Speed Kit:
- Integration via Shopify App: no backend changes, no infrastructure work, no Shopify theme overhaul required
- Personalization preserved: Speed Kit's HTML merge technology ensures cart, account state, and dynamic content remain fully personalized
- Dedicated onboarding support: the Speed Kit team guided Purelei through the entire setup process efficiently and transparently
For Shopify-based merchants like Purelei, the barrier to entry with Speed Kit is exceptionally low. The integration requires no changes to the Shopify theme, no developer-heavy build processes, and no disruption to existing third-party apps. The Speed Kit team provided hands-on support throughout the rollout — from technical setup to A/B test configuration - ensuring that the Purelei engineering team could remain focused on their core product while Speed Kit handled the performance layer.
