Case Study [02]
Digital & Technology · Web Development
The e-commerce rebuild that made a skincare brand the default choice
A storefront rebuilt around routine, proof and speed — turning browsers of a crowded category into repeat buyers.
- Client
- D2C skincare brand
- Industry
- Beauty & Personal Care
- Duration
- 10 weeks
- Year
- 2025
- E-Commerce
- Web Development
- Conversion Design
By the numbers
Checkout completion up 72% and mobile revenue up 58% in the first 90 days.
checkout completion rate
largest contentful paint, mobile
mobile revenue in 90 days
01 — The Challenge
What was getting in the way.
A beautiful brand trapped inside a slow, cluttered storefront that leaked revenue at checkout.
The brand had product-market fit and a loyal following, but the old theme had been bolted together over four years. Product pages buried the ingredients under tabs, the mobile cart took five taps to reach, and 61% of mobile sessions ended without adding anything to it.
Paid traffic was doing the heavy lifting while organic and returning-visitor revenue flatlined. Every campaign had to work harder than the last just to hold revenue flat.
02 — The Approach
How we tackled it, step by step.
- 01
Strip the friction
Analytics and session replays showed exactly where people stalled. We removed the steps, not added them: fewer clicks to cart, one-page checkout, wallet payments.
- 02
Merchandising that sells
Product pages were restructured around outcome, proof and routine — ingredients surfaced, results shown, and a routine builder that lifted baskets without a discount.
- 03
Speed as a feature
A rebuilt image pipeline, edge caching and code-splitting brought the largest contentful paint under 1.5s on mobile, where 74% of the traffic lives.
- 04
Recover the exit
Cart and checkout were rebuilt with trust signals, delivery honesty and save-for-later — then tested weekly against the live store.
03 — The Results
What changed after launch.
- 01Checkout completion rate rose 72%
- 02Mobile revenue grew 58% within 90 days
- 03Largest contentful paint cut to 1.4s on mobile
- 04Returning-visitor revenue up 44% as email and organic landed on faster pages
- 05Discount dependency fell — routine bundles replaced blanket codes
Same products, same traffic — a completely different business. The store finally feels like the brand we keep describing in our ads.
D2C skincare brand
Tools & stack
- Shopify Hydrogen
- React
- GraphQL
- Klaviyo
- Cloudflare
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