I’ve just found out that our website has a really bad performance score — an F! 
It’s running quite slowly, and I’m not sure what we can do to improve the loading speed.
Maybe someone here has experience with website optimization and could share some advice or tools that might help? I’d be super grateful for any tips! 
Working in
e.g. Wix Studio Editor
Site link
For me the site loads pretty well and it’s been brought up a few times that tools like PageSpeed Insights do generally tend to throttle speed of the site.
I’d suggest checking the article on understanding PageSpeed Insights; I’d suggest the loading time and something mentioned in the article is to limit images and videos which I did notice there are a lot of images on the homepage; limiting what’s on the home page could help load time and the user experience as well.
This should help too: Site Performance: Best Practices | Help Center | Wix.com
For your site, I would say image and widgets are most important.
Hii,
I understand how stressful it feels when a site looks beautiful but scores low on speed. This happens a lot with visually rich sites. Your page is heavy because it’s loading too much at once big images, animations, and multiple scripts all competing to load together. On mobile, this especially hurts because mobile networks and processors are slower. You can do few things:
Hero image/video Use a single, static hero image (WebP) ≤ 200–300 KB. Avoid autoplay videos on the first screen. In Studio - Media, export at the exact displayed size and High/Auto quality, not Original.
No overlays/filters on hero: Effects blur, gradient, parallax delay painting. If you love the look, bake it into the image file instead.
Cut Total Blocking Time
Remove duplicate scripts/apps Studio - Settings - Custom Code & Marketing Integrations. If you see the same pixel added by both an app and manual code, keep one. Disable anything not used on the homepage.
Animations: Limit scroll/loop animations above the fold prefer ‘fade in once and avoid chaining multiple effects on the same element.
Reduce layout shift (CLS)
Lock dimensions: Give every image/container a fixed width/height. So space is reserved before content loads.
Popups/bars: Delay newsletter popups by 5 or 8s or show on second pageview. Instant popups cause shifts.
Media & fonts
Image hygiene Convert to WebP/AVIF, remove transparent PNGs unless needed, and lazy-load everything below the first viewport .
Font trims Use 1 or 2 font families, 2 or 3 weights. In Text Presets, swap thin/extra-bold styles for regular/semibold. System fonts for small UI text help too.
Structure the page for speed
Shorter homepage Move long sections press, big galleries to dedicated pages, keep the homepage lean.
Repeaters/collections: Limit items per view 6 or 8 and add ‘Load more’. Large repeaters often trigger reflow.
If you want it to be handled automatically, you can take a look into the Website Speedy APP. It’s built to work smoothly and improves image delivery, code optimization, and lazy loading and all without changing your design.
Hello! Thank you so much for the detailed explanation — it all makes perfect sense. Unfortunately, I’m not a professional when it comes to this. Is there anyone who could handle it for me, perhaps as a paid service? It would be wonderful to have someone who can take care of all these things, as I honestly have no idea how to do it myself and currently don’t have anyone managing my website.
Hi, @DREZZ_2_IMPREZZ !!
Thank you so much for sharing such a beautiful website. 
It really helped me understand how stylish, fashion-oriented websites are built — I learned a lot from it.
By the way, regarding the page load speed issue:
When I accessed your site from Japan, the initial load took around 3–4 seconds. Personally, I didn’t find it particularly stressful, but by modern web standards, it might be considered a bit on the slower side.
As other forum members have already pointed out, the large amount of data being loaded initially is probably one of the main reasons. What caught my attention in particular was the number of different fonts used on your site. From a quick estimate, it seems there are quite a few, possibly adding up to around 500KB in total.
While 500KB alone isn’t that heavy, combined with the large number of images and other assets, it’s natural that the total weight contributes to slower load times.
It’s kind of like running a marathon while wearing too many fashion accessories — the more you carry, the slower you reach the finish line.
Currently, the fonts are being loaded as .woff2 files, but replacing some of them with vector-based assets like SVG could make things lighter. Of course, overly complex SVGs can actually increase file size, but for simple text-based SVGs, they’re often much lighter than font files.
For example, in your hero section (the top area of the page), it looks like you’re using about three or four different fonts.
If each font file is around 50KB, that alone could account for about 200KB.
Replacing those headings or logos with SVG text images could noticeably reduce that weight.
If there are fonts that are only used once or twice throughout the page — for just a few words — that’s a bit wasteful. It’s like packing every outfit from the same brand for a trip, even though you’ll only wear one or two of them.
It might sound complicated, but the process isn’t difficult at all.
You don’t need expensive design software like Adobe to create SVGs.
Fortunately, just yesterday, a well-known design tool called Affinity was released for free! You can use it to create SVG text images quite easily.
If you’re not sure how to do that, ChatGPT can walk you through the steps in detail.
As a finishing touch, you can optimize your SVG files using a site called SVGOMG to make them even smaller.
Then just upload the optimized SVGs to Wix and replace the corresponding text elements — and you’re done.
One thing to note, though:
If you want to completely prevent a specific font from loading, make sure to replace all instances of that font with SVG images. 
As for image data size,
Wix currently converts uploaded images into the modern .avif format for display on your site (previously, it used WebP).
AVIF is one of the most efficient image formats available today — offering excellent visual quality at a fraction of the file size.
The images you originally upload to Wix are probably in formats like .jpg or .png, but Wix automatically converts and serves them as .avif files on your live site.
It’s not entirely clear whether this conversion happens in real time or whether the converted images are stored in a cache or delivery pool.
In any case, as long as you’re happy with how your images look, there’s no real need to worry about the underlying format. 
That said, personally, I don’t think Wix’s automatic AVIF conversion offers the best compression results.
This isn’t a criticism of Wix — it’s simply that any automated image conversion process has its limitations. 
Ultimately, images are meant to be seen by humans, so what really matters is how good they appear to the human eye.
Depending on the type of image, heavy compression might be perfectly acceptable in some cases, while in others, maintaining a certain level of detail and quality is essential.
For example, if an image is a soft, monochrome photograph that’s already slightly blurred, that blur can actually be part of its artistic expression — meaning strong compression won’t significantly affect its appearance.
However, for photographs of artworks or paintings, where fine details and textures are crucial, the compression level should be kept moderate to preserve those subtleties.
That’s why applying the same automatic conversion settings to every image can sometimes result in a loss of nuance or visual quality that contributes to the overall aesthetic of a site.
To address this, what I usually do is manually create and optimize my own AVIF images, upload them to Wix, and then force image elements to reload using the URLs of those optimized files.
This approach preserves nearly identical visual quality while minimizing total file size.
For instance, I tested this by downloading one of the .avif images used on your site and re-converting it using a tool called Squoosh.
The result looked almost identical, yet the file size dropped to about half of the original — so you might want to try the same method for your site as well. 
Wonderful write-up on both ends @onemoretime and let us know @DREZZ_2_IMPREZZ what you do.
I will say if you, your client nor your client’s clients are experiencing major issues, I wouldn’t concern myself too much about the results from tools and instead focus on a real user experience.
You can hire a developer as well if you’re unable to make the changes on your behalf.
One last note but within the Discord we discussed changes that are coming to the platform within Wix moving towards MPA Architecture and from testing with the experiment and it loads faster without any changes that I’ve seen you make. You can see it here:
Hi, Rob. 
I recently received an email from Wix regarding the transition to the MPA architecture, so I was aware that Wix would be moving toward a full MPA setup. Since participating in this topic earlier, I’ve understood that the Wix Editor behaves more like an SPA, while the Wix Studio Editor behaves more like an MPA.
However, when I read the email, I couldn’t help but wonder—weren’t websites built with Wix Studio already functioning essentially as MPAs? Were they not truly MPAs in the full, technical sense until now? If you happen to have any insights or additional context on this point, I’d really appreciate it.
Also, regarding the query parameter mentioned in your reply that can be used to enforce MPA mode: from what I read in the documentation, it seems to be intended for testing purposes only, and not something meant for production use. Is my understanding correct?
As I interpret it, this means that once Wix fully transitions everything to MPA architecture in the near future, site performance—specifically, initial load time and in-site navigation speed—will automatically improve without requiring us to take any action. Is that the right way to understand it?
Finally, on a personal note: as I mentioned in a previous post, I’m one of those people who prefer to display manually optimized AVIF images on their sites, rather than relying on Wix’s automatic image conversion and delivery system. In recent months, I discovered that by overriding an image element defined in the editor UI via code—like in the example below—I can force Wix to load my manually converted, original AVIF image uploaded to the Media Manager.
$w.onReady(function () {
$("#image").src = "https://static.wixstatic.com/media/XXXXX~mv2.avif";
});
I’d like to know if this is indeed a proper and reliable method, whether there’s a better way to achieve this, and if this approach is likely to continue working in the future. Personally, unless Wix introduces an option to opt out of automatic image conversion, I believe this is the only viable way to do it.
Some time ago, someone on this forum was talking about the same thing and said it couldn’t be done, so I believed that. But recently, I tried it myself and realized, “It actually works!”
Hello, I just tested it, and it’s actually super fast! That would be amazing, because then there really wouldn’t be much to change. Can it already be installed, or will it still be released later? Unfortunately, I’m not very tech-savvy — so can I switch our site to MPA myself?
We’re beginning a very gradual rollout of MPA to sites - you won’t need to “update” your site, it’ll simply happen, and you’ll benefit from what MPA has to offer 
Until now, Wix/Studio sites loaded as SPAs - this gradual rollout will make them MPAs.
Correct, the query is simply for testing purposes (there is one small change needed for sites that use the memory storage in code for passing data between changes).
Correct - it’s automatic and gradual for now.
As someone who’s been tinkering with Wix ever since the days when people honestly said Wix sites were way too slow (around 2017) 
, it feels truly emotional to see how fast they load now — what a transformation! 
Back then, especially on mobile, it was so slow you could probably finish an entire bag of chips while waiting for a page to load. Since then, thanks to Wix Turbo, the expansion of data centers, and countless optimizations, site speed has improved dramatically. 
Still, that long-standing, complex internal structure of Wix continued to hold it back just enough to make it feel a bit slower than other platforms. But now, with the move back to a simpler loading architecture (MPA) while keeping the UX, it really feels like Wix is on its way to becoming a fully modern web platform. 
Congratulations, Wix! 
is there any idea when that will happen?
It’s a gradual rollout, and already started. @thewixwiz has a great video that explains more, and how to check your site - https://www.youtube.com/watch?v=Ia4w1PU6PUc