news
By BILDIT • November 11, 2026 • 4 min read
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Before you spend more to bring shoppers to your store, try buying something from it on your phone. Open the page someone would land on from an ad. Find a specific product, choose a size or colour and check out as a guest. How long does it take? Where do you have to wait, tap twice or enter something the store already knows?
BILDIT founder Matt Hudson made the case for measuring that kind of friction on OmniRocket’s Beyond the Cart. In conversation with host Kyle Hamar, Matt explored where mobile apps can add value, which parts of the storefront are worth improving first and how to tell whether those changes are helping shoppers buy.
A mobile app can make sense when customers already have a reason to return. A retailer with a loyalty programme can give shoppers an easy way to check rewards and shop again without signing in each time. A retailer with physical stores can use the app to help shoppers find a nearby location. Push notifications can bring customers back when there’s a relevant reason to reach them, and a faster checkout can make that return visit easier to turn into an order.
If you’re weighing up an app, ask what a repeat customer would use it for next week. If that’s hard to answer, look at the mobile web experience first. That’s where shoppers arriving from an ad, search result or shared link can buy straight away.
Start with a mobile performance baseline for a campaign landing page, a popular product page and a search or collection page. Then walk through checkout on a real phone. A homepage score only tells you about one part of that journey.
Matt pointed to oversized images, third-party scripts and unused storefront plugins as places to investigate. A product image can look small on screen while still requiring a large download. A tracking pixel or a widget can add work before the page is ready to use. Test suspected scripts or plugins one at a time in a preview environment so you can see what each one changes before touching the live storefront.
Speed is also about how the page behaves. If a banner loads late and shifts the page just as someone taps, the shopper feels that interruption even if the page looked ready. The same goes for a search box that takes a moment to respond or a checkout button that leaves shoppers wondering whether their tap registered.
In the episode, Kyle asked what Matt would do in his first 90 days at a hypothetical Shopify brand if an app launch and a rebuild were off the table. Matt focused on three parts of the experience:
This gives marketing and engineering a shared starting point. “Make the site faster” is a broad brief. “The main product image takes too long to appear on mobile, and shoppers are leaving before they add to basket” gives both teams something they can investigate.
Pick one technical measure and one commercial measure for the change you’re testing. If you’re improving how quickly a product page’s main content appears, track Largest Contentful Paint (LCP) alongside the mobile add-to-basket rate. If you’re simplifying checkout, track how long it takes to complete alongside the percentage of shoppers who finish after starting.
Use comparable traffic when you review the results. A new campaign can change who lands on the site, and a promotion can affect conversion on its own. Where you have enough traffic, test the change with a control group. Otherwise, document what else changed during the comparison period so you know how much confidence to put in the result.
If you only have time for one thing this week, take your highest-traffic mobile landing page and follow the journey through to purchase. Fix one point of friction, record what you changed and see whether more shoppers make it to the next step.
Say shoppers land on a mobile campaign page but have to scroll past a large banner to reach the featured products. With BILDIT’s Visual Experience Engine (VXE), your eCommerce team can use Live Editor to move a product component higher up the page, preview the change on mobile and schedule it to go live. The team can make that content change using existing storefront components without waiting for a code deployment.
Once it’s live, check whether more shoppers click through to the featured products or add them to their basket. That gives you a clear way to see whether the change helped and what to improve next.
Watch the full webinar
Listen to the podcast
news
By BILDIT • November 11, 2026 • 4 min read
Before you spend more to bring shoppers to your store, try buying something from it on your phone. Open the page someone would land on from an ad. Find a specific product, choose a size or colour and check out as a guest. How long does it take? Where do you have to wait, tap twice or enter something the store already knows?
BILDIT founder Matt Hudson made the case for measuring that kind of friction on OmniRocket’s Beyond the Cart. In conversation with host Kyle Hamar, Matt explored where mobile apps can add value, which parts of the storefront are worth improving first and how to tell whether those changes are helping shoppers buy.
A mobile app can make sense when customers already have a reason to return. A retailer with a loyalty programme can give shoppers an easy way to check rewards and shop again without signing in each time. A retailer with physical stores can use the app to help shoppers find a nearby location. Push notifications can bring customers back when there’s a relevant reason to reach them, and a faster checkout can make that return visit easier to turn into an order.
If you’re weighing up an app, ask what a repeat customer would use it for next week. If that’s hard to answer, look at the mobile web experience first. That’s where shoppers arriving from an ad, search result or shared link can buy straight away.
Start with a mobile performance baseline for a campaign landing page, a popular product page and a search or collection page. Then walk through checkout on a real phone. A homepage score only tells you about one part of that journey.
Matt pointed to oversized images, third-party scripts and unused storefront plugins as places to investigate. A product image can look small on screen while still requiring a large download. A tracking pixel or a widget can add work before the page is ready to use. Test suspected scripts or plugins one at a time in a preview environment so you can see what each one changes before touching the live storefront.
Speed is also about how the page behaves. If a banner loads late and shifts the page just as someone taps, the shopper feels that interruption even if the page looked ready. The same goes for a search box that takes a moment to respond or a checkout button that leaves shoppers wondering whether their tap registered.
In the episode, Kyle asked what Matt would do in his first 90 days at a hypothetical Shopify brand if an app launch and a rebuild were off the table. Matt focused on three parts of the experience:
This gives marketing and engineering a shared starting point. “Make the site faster” is a broad brief. “The main product image takes too long to appear on mobile, and shoppers are leaving before they add to basket” gives both teams something they can investigate.
Pick one technical measure and one commercial measure for the change you’re testing. If you’re improving how quickly a product page’s main content appears, track Largest Contentful Paint (LCP) alongside the mobile add-to-basket rate. If you’re simplifying checkout, track how long it takes to complete alongside the percentage of shoppers who finish after starting.
Use comparable traffic when you review the results. A new campaign can change who lands on the site, and a promotion can affect conversion on its own. Where you have enough traffic, test the change with a control group. Otherwise, document what else changed during the comparison period so you know how much confidence to put in the result.
If you only have time for one thing this week, take your highest-traffic mobile landing page and follow the journey through to purchase. Fix one point of friction, record what you changed and see whether more shoppers make it to the next step.
Say shoppers land on a mobile campaign page but have to scroll past a large banner to reach the featured products. With BILDIT’s Visual Experience Engine (VXE), your eCommerce team can use Live Editor to move a product component higher up the page, preview the change on mobile and schedule it to go live. The team can make that content change using existing storefront components without waiting for a code deployment.
Once it’s live, check whether more shoppers click through to the featured products or add them to their basket. That gives you a clear way to see whether the change helped and what to improve next.
Watch the full webinar
Listen to the podcast
