Context
An outdoor apparel brand on an aging theme had slow PDPs, unreliable campaign attribution, and checkout drop-off during mobile sessions.
Shopify rebuild that lifted conversion and cut paid waste
Replatformed a slowing storefront, tightened analytics, and improved paid landing flow.
Goals
- Increase mobile conversion rate
- Improve page speed on core revenue templates
- Clean attribution for paid channels
What I did
- Built a lean Shopify OS 2.0 theme architecture with modular sections
- Refactored PDP content hierarchy for faster scan and stronger add-to-cart intent
- Implemented GA4 + GTM event schema with server-side purchase validation
- Reworked Google Ads landing pages and audience exclusions
Stack
ShopifyLiquidGA4GTMGoogle AdsLooker Studio
Before / after metrics
| Metric | Before | After | Change |
|---|---|---|---|
| Conversion rate | 1.9% | 2.6% | +36.8% |
| Mobile LCP | 4.2s | 2.6s | -38.1% |
| Paid CPA | $74 | $58 | -21.6% |
Lessons learned
- Performance and merchandising changes compound when analytics is clean.
- Fewer, clearer PDP decisions outperformed adding more promotional clutter.