Healing Bird
Healing Bird: A Hair Care Store Rebuilt Around Conversion
A full Shopify redesign for a Korean hair care brand entering the US market — new IP, custom PDP, and a checkout flow rebuilt mobile-first.
Store DevelopmentCustom DesignCROSpeed Optimization
+142%
Mobile conversion rate
1.1s
Largest Contentful Paint
+38%
Average order value
-46%
Bounce rate
The Challenge
Healing Bird had a loyal following in Korea but their US storefront was a stock theme carrying twelve apps. Product pages loaded in over six seconds on mobile, ingredient information was buried three clicks deep, and 71% of mobile sessions ended on the cart page without a checkout start.
What We Did
We rebuilt the storefront from the theme layer up. The product page was restructured around a sticky buy box, an ingredient breakdown that opens inline rather than on a new page, and a routine builder that bundles complementary products. Nine of the twelve apps were replaced with native theme sections, cutting the JavaScript payload by 61%.
The Results
Within eight weeks of launch mobile conversion had more than doubled and the store was passing Core Web Vitals on every template. The routine builder alone accounts for roughly a fifth of orders and lifted average order value by 38%.
Starting with the data
Before touching design we spent a week in analytics and session recordings. Three patterns showed up immediately:
- Mobile users scrolled past the add-to-cart button and never came back to it
- The ingredient list was the single most-visited page on the site, but it lived off the PDP
- Cart abandonment spiked on slow 4G connections, not on desktop
Cutting the app tax
Twelve apps were injecting scripts on every page load. We audited each one against the revenue it actually produced, then rebuilt the four that mattered as native theme sections — reviews, bundles, size guidance, and back-in-stock alerts.
The result was a 61% reduction in third-party JavaScript and a store that renders its first meaningful paint before most competitors have finished their DNS lookups.
“The routine builder was the piece we did not know we needed. It is now a fifth of our order volume.”
“They rebuilt our mobile experience from scratch and the numbers moved within the first month. We finally have a store that matches the quality of the product.”
Marcus Vance
Head of E-Commerce, Healing Bird
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