Mat O'Connor runs Actuate, a small ecommerce agency in Manchester working with Magento, Adobe Commerce and Shopify brands. Adobe and Hyvä partner. He's been in eCommerce since 2011 and has run a development agency since 2014. He co-organises and hosts Digital Clubhouse. 𝐌𝐚𝐭'𝐬 𝐭𝐚𝐥𝐤 𝐭𝐢𝐭𝐥𝐞 𝐢𝐬 "𝐘𝐨𝐮 𝐜𝐚𝐧'𝐭 𝐬𝐞𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐩𝐫𝐨𝐛𝐥𝐞𝐦𝐬 𝐰𝐡𝐞𝐧 𝐲𝐨𝐮𝐫 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐢𝐬 𝐨𝐧 𝐟𝐢𝐫𝐞". Many CRO programmes begin with testing: running experiments, waiting for statistical significance and implementing the winning variation. However, when a storefront is slow, the main barrier to conversion may be performance rather than page-level optimisation. In this talk, Mat shares two Magento case studies. At Helmet City, a motorcycle gear retailer, rebuilding the frontend on Hyvä reduced load times by four seconds, increasing conversion rate by 16% and engagement by 21% before any CRO testing began. Further optimisation on the faster site delivered an additional 9% conversion uplift. Mat also examines Willow & Hall, a made-to-order sofa brand that migrated from Magento 1 to Magento 2, achieving an 80% improvement in site speed and a 15% increase in sales. Attendees will learn how to identify whether frontend performance or testing is the main constraint on conversion, and the most effective order in which to address each issue.