If your website is slow, the user won’t give a second thought before leaving your site. A dissatisfied user is worse situation than not having users at all ! This talk mainly deals with how one can perform web performance optimization of their WordPress website, thus improving conversions and sales. This talk begins with discussing about performance related woes, how to measure them and what are the solutions for different scenarios. Further, discussion will be about different performance optimization strategies like cutting down and optimization of queries, tweaking code base, Implement caching, use of various cloud services including concepts like scaling up and scaling forward strategies. Further, there will be discussion of advanced performance optimization techniques like transients API, fragment caching, better caching strategy, profiling, assets offloading, assets optimization and so on.