Modular section library
A reusable set of editable sections covering every merchandising layout the team used across a year of campaigns.
Apparel & Fashion
Premium Fashion Label Storefront
A full storefront rebuild on a modular Online Store 2.0 architecture that lifted mobile conversion by 38%.
Client overview
A contemporary apparel label selling direct to consumers across three markets. Strong brand recognition and paid social performance, but a storefront originally built for a catalogue a third of its current size.
Project details
- Client
- Contemporary apparel label
- Industry
- Apparel & Fashion
- Services provided
- Shopify Store DesignShopify CROShopify SEO
The challenge
- The theme had been customised repeatedly over four years, leaving hardcoded sections the marketing team could not edit without a developer.
- Mobile checkout drop-off was significantly above category benchmarks, and product pages loaded slowly on 4G.
- Every seasonal merchandising change took days to schedule instead of minutes to publish.
Research
- Funnel analysis segmented by device and traffic source isolated the drop-off to the mobile cart and shipping-cost reveal.
- Sixty session recordings showed repeated scrolling between variant selection and the size guide before abandonment.
- Interviews with the merchandising team catalogued every recurring content change that required developer time.
Strategy
- Rebuild on a modular Online Store 2.0 base so the team owns merchandising end to end.
- Redesign the product page around variant clarity, sizing confidence and early shipping transparency.
- Shorten the mobile path to checkout and surface total cost before the cart, not after.
Execution
What was built
Implementation
Product page rebuild
New above-the-fold hierarchy with inline sizing guidance, sticky add-to-cart on mobile and integrated review proof.
Mobile checkout path
Simplified cart, upfront shipping estimation and express payment options positioned before scroll.
Performance work
Responsive image handling, deferred non-critical scripts and removal of three redundant apps.
SEO preservation
Full URL and structured-data inventory carried across, with breadcrumb and product schema rebuilt correctly.
Results
What changed
Results
+38%
Mobile conversion rate
-41%
Cart abandonment
2.1s
Mobile load time
0
Ranking positions lost
Technologies used
- Shopify Online Store 2.0
- Liquid
- Tailwind CSS
- GA4
- Hotjar
- Judge.me
What I'd carry forward
- Most of the conversion gain came from clarity, not from new features — removing steps beat adding them.
- Giving the merchandising team editable sections produced compounding value long after launch.
- Auditing the app stack before a rebuild recovered more load time than any single code optimisation.
More work
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Next step
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