Ecommerce
Seventy-nine releases to a Shopify storefront in eleven weeks
Feature work, performance and honest measurement for a growing supplements brand, shipped in small reviewed increments with visual regression checks on every change.
- Client
- Gigi Supplements
- Period
- July to September 2026
- Our role
- Theme development, performance, analytics and QA
The brief
Gigi sells supplements direct to consumers on Shopify. The team wanted to move faster on the storefront, launch new products and flavours, and understand why reported conversion looked like it was falling even though orders were growing.
The work ran alongside our support integration for the same client, so decisions about analytics, help content and checkout were made once and applied everywhere.
Measurement before anything else
The first job was an analytics audit. Of roughly 263,000 visitors GA4 reported in a 28-day window, about 233,000 were bots and crawlers. The feared drop in conversion from five percent to two was mostly a measurement problem, and Shopify's own order data showed the business up 68 percent year on year.
The audit also found Google tags loading six times per page, adding around 800 KB, and a homepage that weighed about 28 MB because of autoplay video. Those findings set the performance backlog and a daily PageSpeed tracker so the team could see each change land.
What we shipped
Seventy-nine pull requests went live between July and September 2026. They covered a product landing page A/B tested against a product page that was losing most of its ad clicks, a Starter Kit bundle builder, cart upsells, a Travel Pack discount, a Berry flavour launch with a mix-your-own subscription widget, the Gigi Journal with a guided-read article page, and a signup popup inside the theme that replaced the Klaviyo form.
Performance work inlined critical CSS so that 430 KB of theme stylesheets stopped blocking render, rebuilt the hero around a performance-first video carousel, and brought layout shift on the best-selling product page from 0.27 down to 0.01.
How we worked
Every change deployed to a draft theme, never straight to the live one, and a Playwright check confirmed the live theme was untouched. Visual regression captures across pages and screen sizes ran before each publish.
A team dashboard, backed by 441 tests, brought bot-filtered Shopify conversion, daily PageSpeed snapshots, engagement, subscriptions, support and profit into one place so the numbers stayed honest after we left the room.
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