Overview

One Harbor Clothing hired me to improve conversion performance across its Shopify store after a CRO audit identified friction across the homepage, product pages, collection pages, and overall purchase journey. The audit showed 3,441 sessions, 36 orders, and a 0.9% conversion rate over three months, with the biggest leak occurring between product page visits and add to cart.

I handled both the Shopify development and the CRO-driven UX implementation, translating the audit into a cleaner, more persuasive storefront in just one week.

The challenge

The brand already had strong visuals and photography, but the site needed more structure, more trust, and clearer paths to purchase. The audit specifically called for improvements to navigation, homepage messaging, product merchandising, footer structure, trust-building content, product page clarity, FAQs, reviews, collection filters, banners, About page storytelling, and conversion features like bundles and urgency elements.

The biggest technical challenge was building smart bundles in a way that reflected what customers were actually likely to buy together, rather than relying on random or purely manual product pairings.

What I implemented

I fully implemented the frontend CRO roadmap across the core customer journey, including:

• Homepage improvements
  • Mega menu for clearer product discovery
  • Stronger homepage H1 and brand context
  • Product grid upgrades with more conversion-focused features
  • Reduced and simplified About section
  • Added trust and confidence-building sections like shop by category, testimonials, social proof, and trust badges
  • Improved footer structure
• Product page improvements
  • Ratings and reviews
  • Trust badges and supported payment messaging
  • Collapsible product information sections
  • FAQ and reviews section
• Collection page improvements
  • Smart filters
  • Engaging banners
  • Better browsing flow and merchandising
• Brand and conversion improvements
  • About page redesign
  • Bundle offer implementation
  • Low-stock and social proof enhancements

These matched the core improvements recommended in the CRO audit for the homepage, product pages, collection pages, and conversion-focused site elements.

My role

This project was not just theme editing. I handled:

• Shopify development
• CRO implementation
• UX decisions
• design refinements
• frontend customization
• conversion-focused merchandising improvements

Tech stack

I implemented the work using:

• Shopify theme editor
• Liquid
• CSS
• JavaScript
• apps
• filters

Best visible improvement

The most noticeable change was the homepage transformation. It became cleaner, brighter, more visually polished, and easier to navigate. The updated imagery, clearer structure, and stronger merchandising made the site feel more premium and more conversion-ready.

Results

The project led to an 86% improvement in conversion rate.

Additional wins:

• Delivered in one week
• Improved homepage clarity and trust
• Stronger product page decision-making
• Better browsing experience across collections
• Cleaner overall brand presentation

Client feedback

“Alex was awesome and works fast! Very professional as well. Will definitely work with again”

“Looks great, man! Thank you for being so helpful!”

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