UrbanThread E-commerce
A high-performance Shopify store for UrbanThread, a fast-growing streetwear brand, optimized for conversion with mobile-first design and seamless checkout.
- Client
- UrbanThread
- Industry
- Retail
- Type
- Shopify Store
- Year
- 2024
- Our role
- Frontend + Integration
- Timeline
- 8 weeks
- Team
- 2 developers, 1 designer
Overview
UrbanThread was growing rapidly but struggling with cart abandonment (38%) and slow mobile performance.
Process.
- We conducted UX analysis of their existing store, identified friction points in checkout, tested different layouts with A/B testing, and built a custom Shopify theme.
- We integrated real-time inventory, advanced product filtering, and marketing automation tools.
What we built.
- featCustom Shopify theme with brand consistency
- featOne-page checkout optimized for mobile (simplified from 4 steps to 1)
- featAdvanced product filtering by size, color, price, and tags
- featReal-time inventory synchronization
- featEmail marketing integration (Klaviyo)
- featCustomer review system with photos
Hard parts.
fixHigh cart abandonment rate (38%)
Redesigned to single-page checkout, added guest checkout option, reduced required fields by 60%, and improved payment gateway UX. Abandonment dropped to 18%.
fixSlow mobile performance (3.8s load time)
Implemented lazy loading, image optimization (WebP format), code splitting, and removed unnecessary apps. Mobile load time improved to 1.4s.
fixLow order value and impulse purchases
Added strategic upsell/cross-sell recommendations on product and cart pages using Shopify's AI recommendations. AOVd 22%.
fixManual inventory management across channels
Integrated centralized inventory system syncing all channels in real-time, eliminating overselling incidents.
Built with
Shopify Liquid JavaScript Shopify Plus API
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