Store Relaunch: +195% Revenue & 3.06% Conversion Rate

The Starting Point

Barbell Standard’s store was running on the Impulse Theme, a feature-rich but heavy Shopify theme. Over time, numerous apps had accumulated, each loading their own scripts and stylesheets, noticeably slowing down the store.

Page speed was well below potential, directly affecting conversion rate and revenue, and potentially preventing better SEO rankings. At the same time, the store structure had become confusing due to the multitude of apps and theme settings.

The goal was a complete restart: a lean, fast store built on a clean codebase that remains clear and flexible in the long term.

The Challenge

• Slow Page Speed: Heavy theme and many app scripts led to poor performance.
• App Dependency: Numerous apps with their own scripts and stylesheets burdened the store.
• Confusing Structure: Theme settings and app configurations were error-prone.
• Limited Scalability: Customizations were time-consuming and slowed growth.

Our Approach

The Results

The rebuild on Dawn noticeably improved performance and business metrics.

• Page Speed Scores significantly improved (Mobile & Desktop)
• Load times significantly reduced by eliminating external app scripts
• Conversion rate increased from 1.64% to 3.06%
• Revenue increased by 195% in 1.5 years
• Orders increased by 228%
• Store management became more efficient through Metafield structure

Key Takeaways

• Fewer apps = better performance. Build functions directly into the theme.
• A clean restart can be more efficient than incremental optimization
• Metafields/Metaobjects enable scalable content management without apps
• Page speed has direct impact on conversion rate and revenue