Case study · Shopify

From 2.1s LCP to 0.7s — and +24% conversion

Rebuilt theme with custom sections, lazy-loaded hero video, deferred non-critical JS.

Shopify DTC apparel 3 weeks

Conversion rate

2.1%
2.6%

Client

Northwind Retail

Duration

3 weeks

The ask. Northwind Retail came to Rivet with a sluggish Shopify store that was losing sessions to a 2.1s LCP and a growing library of conflicting third-party scripts. Conversion had flattened for six months.

What we did. We rebuilt the theme from the OS 2.0 sections up — replaced the hero video with a lazy-loaded poster + autoplay-on-interaction pattern, deferred every non-critical script, introduced critical-CSS inlining for above-the-fold, and swapped three apps for native Liquid + metaobjects.

Results in week three. LCP dropped from 2.1s to 0.7s on mobile (75th percentile). Sessions-to-purchase conversion lifted from 2.1% to 2.6% — a 24% relative gain — and held through the quarter.

What continues on retainer. Seasonal theme maintenance, monthly Core Web Vitals audits, A/B tests in GrowthBook, and a rolling queue of merchandising tweaks shipped same-day from Slack.

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