The Challenge
AppZen operates in a highly competitive B2B SaaS market where the website is a critical touchpoint for prospects researching financial automation solutions. The homepage, in particular, plays an essential role in communicating value, driving engagement and converting visitors into qualified leads.
The problem? Core Web Vitals scores on both desktop and mobile were below optimal thresholds, slow load times were creating friction before visitors could engage and mobile rendering issues left page content visible on only a third of the viewport.
The Solution
Kiwi started by completing a Website Action Plan to identify gaps and prioritize improvements across UX, content, technical SEO and site performance. That work produced a detailed roadmap across every layer of the site, from navigation structure and conversion pathways to keyword strategy, backlink health and Core Web Vitals.
On the performance side, Kiwi identified the specific bottlenecks behind AppZen’s slow load times. Images needed optimization, JavaScript execution needed to be deferred and layout instability was creating a disjointed experience on mobile. Kiwi executed improvements targeting First Contentful Paint (FCP), Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS), the metrics that most directly affect how users perceive page speed and stability.
The audit also surfaced UX and SEO opportunities feeding into AppZen’s longer term roadmap, including conversion pathway improvements, internal linking gaps, duplicate metadata issues and a backlink strategy to strengthen domain authority over time.
The Outcome
The performance improvements were immediate and significant.
Desktop load times dropped by 56% and performance scores improved by 23% to a 98/100. Mobile results were even more dramatic: a 97% improvement in performance scores alongside a 14% reduction in load times, shoring up an experience that had previously been a liability.
Beyond the speed gains, AppZen walked away with a clear picture of where their site stood and what to prioritize next. The audit didn’t just fix the homepage. It gave the team a foundation to make smarter decisions about SEO, content and conversion going forward.