The Logo That Was Costing Sales
TLDR: A mid-size client's website sales were being suppressed by a single oversized logo file. A file optimisation fix that took minutes drove an approximate 35% sales increase. The issue was invisible to standard load speed audits because SVG files are routinely assumed to be small.
A mid-size client wanted his logo prominent on his website. His developer delivered exactly that. Nobody checked the file behind it.
The site was slow. Not broken, not throwing error pages, just slow enough for people to leave before anything loaded. Slow enough to bleed sales quietly for months.
A standard load speed audit would likely have missed it. Most audits flag total page weight and compress images. SVG files are almost always overlooked because the assumption is universal — vector files are small. What nobody had checked was that this particular SVG was a complex, unflattened shape carrying far more data than anyone realised. Every time someone landed on the site, the browser was working hard just to show them a logo.
One fix. Flatten the shape. Optimise the file.
Page load dropped significantly. Sales moved approximately 35%.
The logo looked identical before and after. The customer never noticed the change. The revenue did.
The most expensive design problems are rarely the ones anyone is looking for.