About Face Designs

The Challenge

About Face Designs, an established brand requiring ongoing website maintenance, faced two critical hurdles with their digital storefront:

• outdated UX & low conversions. The existing store layout was visually outdated and suffered from bloated code, which led to high bounce rates and suppressed conversion rates.
• Search Visibility. The site lacked structural, on-page SEO. They were missing out on valuable organic traffic because their target keywords weren't reaching their ideal retail and wholesale buyers.
• divided B2B & B2C audience. They needed a streamlined way to cater to everyday retail shoppers while simultaneously running a robust, secure Shopify wholesale system for bulk business orders.

Our Solution

To solve these performance and visibility bottlenecks, we engineered a high-speed, custom Shopify environment tailored for dual B2C and B2B operations:

• Code Optimization & Speed Enhancements: We audited and stripped away the heavy, bloated code often found in generic themes. By reducing unnecessary HTML and CSS by 33%, we drastically improved mobile load speeds and core web vitals.
• On-Page SEO Strategy: We executed complete slug optimization and deployed accurate 301 redirects to preserve existing search equity. We aligned their product pages with high-intent search terms, maximizing organic indexing on Google so they could reduce reliance on paid ads.
• Seamless hybrid wholesale portal: We developed a private, password-protected B2B e-commerce infrastructure featuring tiered wholesale pricing logic, automated tax exemptions, and a single-page bulk ordering form to streamline vendor onboarding.

Key Features

• Custom Shopify theme optimization
• Responsive design for all devices
• Performance optimization
• SEO-friendly structure
• Custom functionality development
• Conversion rate optimization
• Complete slug optimization with 301 redirects

Results

• Site Speed Achieved 70% faster load times post-migration by implementing performance optimization techniques.
• Conversion Rate Realized a 28% increase in mobile checkouts, driven by an optimized mobile UX and a Sticky Buy experience designed specifically for on-the-go vacation shoppers.
• SEO Page Index Rate increased on Google. This increased the amount of products that did not need paid ads to drive traffic.

Project Details