Emma Sleep Mobile SEO, UX & Conversion Audit
A comprehensive mobile performance and conversion review for one of the biggest ecommerce sleep brands, identifying critical UX friction points and Core Web Vitals issues affecting revenue.
Mobile
UX Overhaul
CWV
Issues Fixed
Improved
Conversion Rate
Contents
Client Overview
Emma Sleep is a major ecommerce sleep brand selling mattresses, pillows, bedding and sleep-related products online. As a high-volume ecommerce business operating in a competitive market, its website plays a central role in product discovery, customer education, conversion and revenue generation.
With a large proportion of users browsing and buying from mobile devices, mobile performance, usability and checkout efficiency were critical to the brand's organic search performance and overall ecommerce growth.
What the Client Needed
Emma Sleep needed a detailed review of its mobile website experience, with a particular focus on performance, user experience and conversion. The aim was not simply to run a surface-level page speed test, but to understand how mobile users experienced the site from landing page through to product selection and checkout.
The audit reviewed mobile Core Web Vitals, page experience, mobile UX, product page layout, checkout friction, ecommerce conversion behaviour and device-level performance trends. The original evaluation specifically focused on how users moved through the domain, interacted with pages and completed transactions.
“The aim was not simply to run a surface-level page speed test, but to understand how mobile users experienced the site from landing page through to checkout.”
Key audit insight
The Challenge
The main challenge was that Emma Sleep's mobile experience was underperforming in areas that directly affected both SEO and conversion.
The audit found that sitewide mobile speed was slow, with benchmark recommendations aiming for pages to load in under three seconds and ideally closer to 2.5 seconds. Competitor comparisons also showed stronger mobile performance from competing brands, creating a clear need for Emma Sleep to catch up from both a search and user experience perspective.
Core Web Vitals issues were especially important. The analysis found that product and transactional pages were more heavily affected than thinner informational pages, with category, product, checkout and FAQ URLs among the affected areas. This mattered because these were the pages most closely tied to revenue and user decision-making.
The audit also identified friction across the mobile journey, including cluttered overlays, competing CTAs, small tap targets, checkout layout inefficiencies, repeated email fields, manual address entry and unclear account/guest checkout messaging.
“Mobile represented the majority of users, yet desktop and tablet converted more strongly — creating a clear opportunity to improve mobile revenue performance.”
Key finding from the audit
The Goal
The goal was to give Emma Sleep a clear, evidence-led roadmap for improving mobile performance, mobile UX and ecommerce conversion. The work needed to answer several important questions:
- Which mobile performance issues were most likely to affect SEO and conversion?
- Which page types were affected most severely?
- Where were users likely to experience friction on product pages and checkout?
- How did mobile performance compare against competitors?
- Which changes should be prioritised to improve the commercial performance of the site?
The focus was on identifying the issues that mattered most commercially, rather than producing a generic technical audit.
What We Did
We carried out a detailed mobile performance and conversion review across the Emma Sleep website, covering technical performance, mobile user experience and ecommerce behaviour. The audit included:
A key part of the audit was connecting technical SEO issues with commercial outcomes. For example, the audit did not treat Core Web Vitals as a standalone technical problem. It linked speed, layout shift, time to interaction, product visibility and checkout friction back to ecommerce conversion and user confidence.
What Was Achieved
The audit gave Emma Sleep a clear prioritised view of where mobile performance and conversion could be improved.
The work identified that the most commercially important mobile pages needed performance improvements, particularly around unnecessary JavaScript, render-blocking resources, font loading and page-level asset control.
It also highlighted mobile UX improvements across the buying journey, including clearer product imagery, stronger CTA prominence, better use of visible space, improved handling of overlays and a more streamlined checkout experience.
From a conversion perspective, the audit showed that mobile optimisation needed to be treated as a business-critical priority, not just a design preference.
Key Audit Highlights
Mobile UX
Full mobile journey review from landing to checkout
Core Web Vitals
Performance issues identified on revenue-critical pages
Conversion
Checkout friction points mapped and prioritised
Competitor Benchmarking
Performance compared against competing sleep brands
“The audit connected technical SEO issues with commercial outcomes — linking speed, layout shift and checkout friction back to ecommerce conversion and user confidence.”
From the audit summary
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