Ecommerce Development
Storefronts engineered for conversion rate and average order value.
Ecommerce · 2025
A replatform that paid for itself in eleven weeks
A direct-to-consumer home goods brand had outgrown a heavily-app-laden storefront that loaded in six seconds on mobile. We rebuilt it, then worked the funnel.
- Client
- DTC home goods brand
- Duration
- 4 months
- Services
- 4 practices involved
Placeholder content. These engagement details illustrate structure and formatting. They are not reported client results and will be replaced with verified client stories before this site goes live.
Results
- Mobile page load time
- 6.1s → 1.6sMobile page load time
- Mobile conversion rate
- +38%Mobile conversion rate
- Non-brand organic revenue in seven months
- +112%Non-brand organic revenue in seven months
- To recover the full project cost
- 11 weeksTo recover the full project cost
The challenge
What was actually going wrong
The brand was spending significantly on paid social with acceptable click costs and disappointing revenue. Mobile pages took over six seconds to load, and analytics showed a large share of paid visitors leaving before the page finished rendering — traffic paid for and never seen.
The store had accumulated twenty-eight apps over four years. Several duplicated functionality, three were no longer used by anyone on the team, and collectively they added substantial render-blocking JavaScript to every page.
Organic revenue was almost entirely branded. Category pages had no content, faceted navigation was generating tens of thousands of crawlable URLs, and new products were taking weeks to appear in search results.
Our approach
How we worked the problem
- 01
Audit before rebuilding
We measured each app's performance cost and business value. Eleven were removed outright, six replaced with lightweight custom code, and the rest kept with loading deferred.
- 02
Rebuild the storefront headless
Catalog and content rendered statically at the edge with commerce operations kept on the existing platform, which preserved the checkout and back office the team relied on.
- 03
Fix the crawl problem
Faceted navigation was restructured so genuinely valuable filter combinations became indexable landing pages and the combinatorial remainder was excluded, redirecting crawl budget to products.
- 04
Give category pages something to rank on
Category content, buying guidance and enriched product attributes were produced across the catalog with an assisted pipeline and human editing.
- 05
Then optimize the funnel
With speed fixed, we ran a structured testing program on product and cart pages, focusing on shipping cost transparency and mobile checkout friction.
The outcome
What changed afterward
The performance work alone accounted for most of the conversion gain, which reframed how the brand evaluates future site changes — every proposed addition is now assessed against a performance budget before it ships.
Non-brand organic became a meaningful revenue channel for the first time, reducing dependence on paid social during a period when acquisition costs rose across the category.
“We had been treating site speed as a technical detail. It was the single largest thing suppressing our return on ad spend.”
Keep exploring
Services used in this engagement
Performance Optimization
Speed work measured in revenue, not just scores.
Ecommerce SEO
Category and product pages that earn non-brand revenue.
Conversion Rate Optimization
Earning more from the traffic you already pay for.
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Next step
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