A Shopify redesign that drove more orders and higher conversion
Updated a wholefoods store and made product info easy to find
The Problem
The Wholefoods Refillery had a website that worked but looked old. It didn't work well on phones and didn't show the quality their brand stands for.
Customers needed to see important info like allergens, where products come from, and nutrition. The old site hid this info. They needed a new look that would get more sales while keeping their brand the same.
The challenge:
- Old design that didn't work well on phones
- Hard to find product info
- Pages took 4.5 seconds to load, which hurt sales
- Conversion and sales rate had room to improve
What I Changed
1. Mobile-first redesign
- Rebuilt the site for phones first, then desktop
- Simplified navigation so customers could find products quickly
- Simple menus that go straight to product groups
Why this worked: Most shoppers use phones. A site built for mobile first made the store look pro and easy to shop on any device.
2. Custom product information
- Custom code to show allergens, origin, ingredients, nutrition, and storage tips
- Info customers need is now at the top of the page
- Sections that open and close so nothing is hidden
Why this worked: Wholefoods customers want to see product details. Making it easy to find built trust and cut down on support questions.
3. Better search and discovery
- Used Shopify's built-in Search & Discovery to replace the old search
- Custom blocks so the owner can feature certain products and specials
- Easier filtering so customers find what they need faster
Why this worked: When people find products quickly, they buy more. Search became a strength instead of a hassle.
The Results
Period: 27 July 2025 – 22 Feb 2026
125.2K sessions (+1.4%)
Traffic held steady with a small increase versus the prior period.
18% revenue growth
Total sales up 18% versus the prior period.
5,346 orders (+17%)
Order volume up 17% versus the prior period.
4.08% conversion rate (+18%)
Sales rate improved 18%. A faster, mobile-friendly site made the store easier and more trustworthy to shop.
"Justin made our website clearer and easier to use. Customers can now find products faster, see important product info right away, and move around the site easily on phone and desktop. The store feels more professional, more trustworthy, and much easier to shop from."
— Jessie, Owner, The Wholefoods Refillery
What I Learned
1. Mobile-first pays off
The old site wasn't built for phones. Rebuilding with mobile first gave a smooth experience and helped drive the 17% order growth.
2. Showing product details builds trust
Making allergens, origin, and nutrition easy to find wasn't optional for this audience—it was a must. Clear info made people more confident and led to more sales.
3. Speed matters
Going from 4.5s to 1.9s load time made the store feel up-to-date and reliable. Customers notice when a site is slow.
Want to see what I'd change on your store? Book an audit or see more examples.
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