Shopify Store Performance and CRO Program for a High Volume Brand
A high volume brand needed faster pages, a cleaner theme architecture, and checkout improvements. We rebuilt key theme sections, optimized performance, and implemented conversion experiments focused on mobile.
Confidential engagement. NDA available upon request.
65%
Faster Page Loads
1.9
x Mobile Conversion
18%
Cart Abandonment Reduction
6
Weeks to Launch
About the Client
Industry
Ecommerce
Company Size
30 to 60 employees
Background
A consumer brand driving significant mobile traffic through paid channels. Their storefront performance and theme complexity limited conversion and slowed iteration.
What Was Holding Them Back
Slow theme performance on mobile
Large assets and unoptimized scripts increased time to interact and reduced conversion.
Brittle theme customizations
Sections were tightly coupled, making small changes risky and expensive.
Checkout friction
Shipping and discount flows created confusion and drop off during checkout.
Limited experimentation cadence
The team needed a faster cycle to test landing pages and merchandising strategies.
The Mission
Improve storefront performance and conversion while making the theme easier to maintain and iterate on.
How We Approached It
01. Audit
Week 1- Performance profiling and script inventory
- Theme section audit and refactor plan
- Checkout funnel analysis
- Experiment backlog definition
02. Implementation
Week 2 to 5- Liquid section refactors and component cleanup
- Image and asset optimization
- Improved cart and checkout messaging
- Experiment implementation for high impact pages
03. Launch
Week 6- Staged rollout with monitoring
- Conversion tracking verification
- Post launch tuning
- Handoff and documentation
Vulnerabilities Discovered
0
CRITICAL
2
HIGH
2
MEDIUM
1
LOW
Render blocking scripts on product pages
Third party scripts loaded early and blocked rendering, hurting mobile speed.
Third party scripts loaded early and blocked rendering, hurting mobile speed.
Theme sections not reusable
Duplicated section logic created inconsistent UI and slowed changes.
Duplicated section logic created inconsistent UI and slowed changes.
Cart messaging unclear
Shipping and discount messaging caused confusion and increased abandonment.
Shipping and discount messaging caused confusion and increased abandonment.
Inconsistent analytics events
Tracking events were incomplete across key funnel steps.
Tracking events were incomplete across key funnel steps.
Developer workflow gaps
Theme changes lacked a consistent preview and release process.
Theme changes lacked a consistent preview and release process.
How We Fixed It
Theme performance optimization
Optimized assets and script loading to improve mobile performance and stability.
Theme architecture cleanup
Refactored sections into reusable patterns to reduce duplication and risk.
Conversion improvements
Improved cart and checkout clarity and shipped experiments with measurable outcomes.
Measurable Outcomes
The program improved mobile performance and conversion while making the theme faster to iterate on.
65%
Faster Page Loads
1.9
x Mobile Conversion
18%
Cart Abandonment Reduction
40%
Faster Content Updates
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