Increasing Conversions by 128% in 3 Months
Client : Toplids
Requirement: 2.0 Migration, Theme building, Redesign, Custom development
The whole experience has been fantastic all in all. The site is performing very well.
— Tyler Moon, CEO, Top LidsProject Overview
- Google Sheets (Data Tracking Reports)
- Trello (Project Management)
- Shopify Metafields, YMQ Product Options, Metafields Guru (Customization)
- Resource: Figma for OLD vs NEW Design Comparison
Challenges We Faced
Toplids’ previous website was outdated compared to competitors, both in design and functionality. Our goal was to migrate, redesign, and optimize the site to align with the latest CRO best practices, improve overall layout, and enhance performance.
Here’s a breakdown of the key challenges we tackled:
Confusing Navigation
- Users struggled to browse collection and product pages.
- Solution: Redesigned navigation with intuitive categories and advanced filtering.
Limited Customization
- Customers wanted flexible lid options, but Shopify’s default setup wasn’t enough.
- Solution: Integrated YMQ Product Options for custom text fields, image-based selections, and automated pricing updates.
Performance Issues
- With Black Friday approaching, the site needed to be lightning-fast.
- Solution: Optimized site speed and migrated to Shopify 2.0 for enhanced performance.
Feedback Overload
- Managing ongoing edits across multiple team members became chaotic.
- Solution: Used Trello to streamline communication and track revisions efficiently.
Shopify Theme Surprise
- The Enterprise Shopify Theme trial expired, briefly taking the site offline.
- Solution: Quickly resolved the issue and ensured a stable migration.
What We Set Out to Achieve
Our primary objectives were:
Clean, Mobile-First Shopify Rebuild
Rebuild the Shopify store with a modern, mobile-first design to ensure a fast, seamless experience across all devices.
Customizable Product Detail Page (PDP)
Introduce a fully flexible Product Detail Page that allows customers to easily select and customize product options.
Simplified & Faster Navigation
Streamline the store navigation so users can quickly find the products they need in just a few seconds.
Black Friday–Ready Migration
Complete the store migration ahead of Black Friday to ensure stability, performance, and maximum sales opportunities.
Data-Driven A/B Testing Strategy
Implement proven A/B test ideas based on insights and successful experiments from previous Shopify client projects.
Results: Before vs After
At BrillMark, we recognize that every business has unique needs and priorities. That’s why we offer flexible engagement models to deliver the support and expertise you need, when you need it.
Before the Migration
(Oct 2024)
Confusing navigation and product categorization.
Weak CTAs and lack of trust signals.
Static product visuals and overwhelming descriptions.
Inefficient checkout process and poor mobile experience.
After Shopify 2.0 Migration
(Nov 2024)
Migrated to Shopify 2.0 for enhanced functionality.
Improved site speed and performance for Black Friday.
Introduced a cleaner, mobile-first design.
After CRO Optimizations
(Dec 2024)
Clearer product categorization and intuitive navigation.
Stronger CTAs and streamlined checkout process.
Enhanced product visuals, descriptions, and social proof.
Added customer video reviews and demos for credibility.
What We Set Out to Achieve
Summary of Changes
Clearer Product Categorization & Navigation
Stronger Call-to-Action (CTA) Placement
Improved Product Visuals & Demonstrations
Optimized Product Descriptions
Social Proof & Trust Signals
Highlighting Shipping & Return Policies
Adding Customer Video Reviews & Demos
Scroll & Click Tracking for Further CRO Improvements
Ready to Get in Touch?
- Glad! We found each other.
- Let’s set up an introductory call.
- Discuss your plans, goals, and our solutions.
- You choose the plan that works best for you.
- We shake hands and make agreements.
We look forward to partnering with you to accelerate your digital growth.
If you have any questions or prefer to contact us directly, please email us at info@brillmark.com.
Final Thoughts
Toplids’ transformation was more than just a website redesign—it was a strategic overhaul designed to create a seamless, engaging, and high-converting shopping experience. By focusing on user experience, performance, and customization, we were able to deliver a store that not only met but exceeded business goals.
The results speak for themselves:
Enhanced customer satisfaction and trust, as evidenced by glowing testimonials and repeat purchases.
As Toplids continues to grow, we’re committed to supporting their journey with ongoing optimizations, A/B testing, and data-driven strategies. This project is a testament to the power of combining great design, technical expertise, and customer-centric thinking to drive eCommerce success.
Conversion Optimization That Actually Works
See how our conversion optimization strategy helped an online store like TopLids achieve measurable growth—fast.
Old
Cluttered layout with minimal interaction cues, making it hard for users to navigate and engage effectively. cues, making it hard for users to navigate and engage effectively.
New
Clean, structured design with intuitive navigation and guided steps, enhancing user flow and overall experience. navigation and guided steps, enhancing user flow and overall experience.
Old
Cluttered layout with minimal interaction cues, making it hard for users to navigate and engage effectively.
New
Clean, structured design with intuitive navigation and guided steps, enhancing user flow and overall experience.
Old
Repetitive imagery with a muted blue-orange palette and minimal emphasis on product highlights.
New
Diverse, high-quality visuals paired with a vibrant color scheme that draws attention to key products and calls-to-action.
Old
Static layout with minimal interactive elements, leading to a passive browsing experience.
New
Enhanced functionality through interactive sliders, clickable steps, and engaging elements that guide users intuitively.
Old
Standard grid layout with uniform product tiles and minimal visual hierarchy.
New
Refined layout featuring distinct product separation and interactive hover effects for improved clarity and user engagement.
Old
Limited product details visible at first glance, requiring additional clicks.
New
Key information—such as pricing and descriptions—is immediately accessible, enhancing browsing efficiency and decision-making.
Old
Basic navigation paired with limited filtering options and a static, minimal design.
New
Enhanced user experience through prominent sorting and filtering tools, supported by a dynamic visual design with hover effects and subtle animations.
Old
Conventional design featuring static images on the left and product details on the right.
New
Modern, user-centric layout with enlarged visuals and interactive tabs for seamless access to product information and customer reviews.
Old
A large banner image with a standard horizontal navigation-functional but outdated.
New
A modern, minimal header with a cleaner, compact navigation for better usability and focus.
Old
Not clear comparison between professional and luxury lid
New
A display of feature comparison in the form of a table.
Old
Simple, functional layout for backend purposes.
New
Modern design with larger product images and related product suggestions.
Old
Standard cart with no upselling features or quick-access functionality.
New
Introduced a slide-out side cart featuring an intuitive design, quick editing capabilities, and a ‘You May Also Like’ section to encourage additional purchases.
Old
Traditional drop-down menu with limited categorization and no integrated search functionality.
New
Introduced a comprehensive mega menu featuring structured categories, subcategories, and promotional content. The new design includes an integrated search box within the mega menu, allowing users to quickly access products and categories, thereby streamlining the navigation process.
Old
Not a functional tank finder
New
Addition of a tank finder to make it easy to filter the products as per the requirement
