From 2.1% to 4.4% checkout in a single quarter.
Tilt Cycling sells premium road and gravel components DTC. Their Shopify store had been hand-edited for four years and was suffering from accumulated complexity. We redesigned with a bespoke PDP, trimmed the app stack, and ran a CRO sprint cohort during build — taking checkout conversion from 2.1% to 4.4% over the quarter.
Outcome
RPS
Stack
Engagement
The brief
Redesign the Shopify store for conversion, not just brand.
Tilt's previous Shopify build had been hand-edited over four years by three different agencies. Performance was suffering, PDP looked like five different brands depending on the product type, and the app stack had bloated. The brief: rebuild as a bespoke Shopify store with a single coherent PDP system, trimmed app stack, and a CRO test cohort running through the build window.
What we hear most
The starting state.
PDP varied by product type
Bikes had one layout, components another, apparel a third. Each had drifted independently. The result was three small brands.
App stack at 28
Multiple overlapping apps — three review apps, two upsell apps, two analytics tools.
Performance was failing CWV
Real-user LCP at 3.6s on mobile. CLS at 0.18. Mobile checkout conversion 0.9%.
Cart abandonment was 78%
Above category benchmark by ~12 points. Klaviyo abandoned-cart flow was default and underperforming.
B2B (wholesale) wedged in
Wholesale partners bought via separate emailed price lists. Inventory mismatches were weekly.
What we deliver
What we shipped.
10-week rebuild covering theme, PDP system, app trim, and CRO cohort during build.
Theme
- Custom Liquid theme — sections-based, mobile-first
- Single coherent PDP system across all product types
- Editorial collection pages with merchandising slots
- Predictive search with Algolia
- Cart drawer redesigned with smart upsells
App stack
- Audit: 28 apps reviewed against ROI and performance cost
- Trimmed to 17: 9 dropped, 2 replaced with custom
- Klaviyo abandoned-cart flow rebuilt with bespoke templates
- Recharge integration tightened for failed-payment recovery
- App-loading scopes per template
B2B + wholesale
- Customer-specific pricing via Shopify B2B (Plus)
- Wholesale-only pages and merchandising
- Net-30 terms and PO upload
- Inventory feed unified DTC + B2B
- Wholesale-partner self-serve portal
CRO cohort
- First test cohort (5 PDP variants) shipped weeks 6–10
- Cart-drawer A/B test shipped week 8
- Checkout-step compression test shipped week 10
- All tests reviewed against revenue, not click-through
- Test register documented for the team
Process
How this service runs end to end
The same six-step shape we use across every Haxtiv project — adapted to the specifics of this scope.
01
Discover
Audit, intent, and the part nobody is saying out loud
We open with a working session — not a deck. We pull analytics, crawl the existing site, audit the brand, and interview the people closest to revenue. We surface the friction inside the team, not just the friction on the screen.
02
Define
Sitemap, story, and the metrics that actually matter
We define the audience journeys, the commercial pages we are willing to defend, the SEO architecture, and the measurable outcomes. You get a shape of the project that survives feedback because it was built on evidence.
03
Design
Editorial system, art-directed, never templated
Type, grid, motion, and tone built as a system. We design the hero, the long pages, the unloved corners, and the empty states. Every screen looks like it belongs to the same studio. Nothing is parked for later.
04
Build
Production code your team can keep
WordPress, Shopify, or page builder — we build clean, accessible, performant, and documented. Component-led, naming you'll recognize next year, and a changelog your in-house team can read.
05
Launch
Migration without losing rankings or sleep
Pre-launch crawl, redirect map, schema and metadata cutover, performance baseline, and a launch playbook. We run the deploy with you, not at you.
06
Grow
Care plan, CRO sprints, and quiet improvements
We stay involved. Monthly performance reports, security and core updates, and CRO sprints that compound. The site gets better the longer you keep us.
What this looks like in production
Numbers we earn, not numbers we round up.
Sites shipped
across 27 countries
Studio hours
delivered since 2019
Avg conversion lift
post-redesign clients
Client retention
into year two
In their words
Senior teams who chose us.
Haxtiv replatformed our marketing site without losing a single ranking. We saw organic leads up 38% inside the first quarter and the editorial team finally has a layout system they don't fight.
Mara Iglesias
VP Marketing · Lumenwave Health
Headless WordPress redesign
Our previous Shopify build was a Frankenstein of apps. The Haxtiv team simplified the stack, rebuilt the PDP and CRO patterns, and our store is faster and more profitable than it has ever been.
Daniel Korver
Founder · Northbound Goods
Shopify Plus rebuild
Frequently asked
Answers worth asking for.
Don't see the question you're holding? Send it to [email protected] and we'll answer the same day.
Brief us
Got a Shopify store that has to convert? Let's talk.
30-minute call. We'll review the funnel and share a fixed quote.