Headless Commerce Rebuild with CMS Driven Merchandising
A retail brand needed faster category pages, a more flexible CMS, and a checkout flow optimized for conversion. We rebuilt the storefront with a headless architecture, improved search and merchandising controls, and introduced content templates that reduced time to publish campaigns.
Confidential engagement. NDA available upon request.
2.1
x Conversion Lift
1.4s
LCP
55%
Faster Content Publishing
14
Weeks to Launch
About the Client
Industry
Retail
Company Size
50 to 80 employees
Background
A direct to consumer retail brand running frequent campaigns. Their legacy theme made simple changes risky and slow, and performance issues hurt mobile conversion.
Why They Needed a Rebuild
Slow mobile storefront
Category and product pages loaded slowly under real conditions and dropped conversion on paid traffic.
Limited merchandising control
Campaign pages required developer support and could not be assembled quickly by the marketing team.
Checkout friction
The checkout experience had unnecessary steps and inconsistent validation, increasing abandonment.
Search and discovery gaps
Product discovery did not support strong filtering and resulted in lower add to cart rates.
The Mission
Deliver a faster storefront and a CMS driven merchandising workflow that improves conversion and reduces time to publish campaigns.
How We Approached It
01. Audit and planning
Week 1 to 2- Analytics and funnel audit
- CMS content model definition
- Performance budget and monitoring plan
- Migration plan for catalog and redirects
02. Implementation
Week 3 to 12- Headless storefront build and CMS integration
- Reusable templates for landing pages and collections
- Search and filtering improvements
- Checkout flow optimization and validation updates
03. Launch and iteration
Week 13 to 14- Load testing and monitoring setup
- Redirect verification and SEO checks
- Post launch A B test plan
- Stabilization support
Vulnerabilities Discovered
0
CRITICAL
2
HIGH
2
MEDIUM
1
LOW
Checkout form validation inconsistencies
Validation rules differed across steps, leading to errors late in checkout and increasing abandonment.
Validation rules differed across steps, leading to errors late in checkout and increasing abandonment.
Image delivery not optimized for mobile
Large images were served without responsive sizing, increasing transfer and delaying page rendering.
Large images were served without responsive sizing, increasing transfer and delaying page rendering.
Campaign pages could not be published safely
Marketing lacked templates and guardrails, requiring developer involvement for routine launches.
Marketing lacked templates and guardrails, requiring developer involvement for routine launches.
Search filters lacked key attributes
Missing facets reduced discovery and lowered add to cart rates on large catalogs.
Missing facets reduced discovery and lowered add to cart rates on large catalogs.
Inconsistent tracking events
Funnel event naming varied across pages, limiting attribution clarity.
Funnel event naming varied across pages, limiting attribution clarity.
How We Fixed It
Headless storefront and CMS templates
Built a modular storefront with flexible templates so marketing could publish campaigns quickly and safely.
Performance hardening
Applied image optimization, caching, and performance budgets to improve Core Web Vitals.
Checkout and discovery improvements
Reduced friction in checkout and improved search filtering to drive conversion.
Measurable Outcomes
The new storefront improved performance and conversion while giving the team far more control over campaigns and content.
2.1
x Conversion Lift
1.4s
LCP
55%
Faster Content Publishing
18%
AOV Increase
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