Four domains in. One storefront out.
Burdock Naturals sold eighteen small-batch skincare products across four separate domains, with only six of them reachable from the shop page and the brand disappearing at the moment of purchase. We migrated the catalogue and customers to Shopline, designed a single storefront system built around how customers actually search — by skin concern — and measured every change page by page.
Before
After
Domains in the purchase path — brand site, store, offer pages and blog now live on one storefront.
Products reachable from the shop page. The Face & Body Bar — the founding product — was not among the six.
Blocking interruptions on first load: promo modal, cookie banner and chat bubble covering the headline.
Third-party hosts loaded by the homepage. Fewer scripts, no third-party cookies, Best Practices 78 → 100.
Nine dimensions, scored 0–10 from what we measured and clicked through — not from a checklist. “After” scores the new Shopline storefront as designed and built; where the stock theme still trails the design today, the note says so.
The current homepage arrives with a discount modal, a cookie banner and a chat widget stacked on top of the hero. The copy the brand paid for — “Embrace Your True Self” — is covered. The new storefront opens on the product and puts the seven skin concerns customers actually search for directly under the navigation.
Captured as delivered on first load — the modal, banner and chat bubble are real, not staged.
Being applied as the Shopline theme. Review quotes on this page are labelled placeholder until a review platform is chosen.
The current shop page reads “Showing 6 products”. The catalogue has eighteen. Customers don't search for “haircare”; they search for “razor bumps” or “eczema”. On Shopline every product is live, grouped into seven concern collections and five categories, with filters and quick-add on the grid.
Six products, five links, no filters.
18 items, availability + price filters, sort, quick-add. Stock theme styling — the design below is being applied.
Category + concern + price filters, bundle and best-value badges.
Twelve collections, each with imagery — the concern architecture is real data on Shopline today.
Six products formulated for razor bumps, with the collection description migrated.
Concern landing page: photography, promise, one CTA, then the grid.
Click any product today and you land on a different platform: the header collapses to “HOME” and a cart icon, the serif becomes Lato, and the add-to-cart button is a framework default blue that appears nowhere else in the brand. On mobile the page shifts as it loads (CLS 1.49). The new product page keeps the customer inside the brand and gives them every reason to buy.
A different platform from the brand site — different header, type and button.
Real data: title, compare-at price, 6 images, add to cart + buy now, related products. Trust-badge and accordion copy are still theme defaults.
Subscribe & save, bundle, accordions, reviews (placeholder-labelled), sticky add-to-cart.
Second product page — same collapse.
The founding product, finally reachable.
1 / 3 / 5-bar tier pricing and bundle.
Burdock's customers arrive with a problem — flaking, bumps after shaving, a knee that talks back — not a product name. Three questions return a two- or three-product routine and add the whole thing to the cart in one click. It does the job the brand's best salesperson would.
Question 1 of 3.
Thirty genuinely good answers about burdock root — with product links pointing off-domain.
The material changes between the current site and the new storefront design, each with the reason behind it and the Uplift standard it answers to. This is the design brief the Shopline theme build follows.
No discount modal, cookie banner or chat bubble on load. Full-height photography, one H1, a primary “Shop all 18” and a secondary “Find your routine”.
Seven skin and body concerns as a persistent second-level navigation, each with its own collection page; categories live in the footer and mobile drawer. A “Shop” drop-down with both is on the build list.
One grid with every product, a sidebar of categories (with counts) and concerns, a price slider, sort, and a total that updates as you filter. Bundle and best-value badges, quick add.
Product fills 72% of a square frame on every card, from a catalogue where it filled 8% to 100%. Category eyebrow, name, one-line promise, price, savings.
36px price with savings, 1 / 3 / 5-bar tiers with price per bar, one-time vs subscribe & save 15%, “Ships in 1–3 business days”, then a trust row: free shipping over $100 · skin-safe · 30-day returns. Sticky add-to-cart on mobile.
One paragraph and three benefits above the price; accordions for Full ingredients (open), How to use, Description, Shipping & returns, The fine print; a “Bought together” bundle at −10%; ratings summary and real customer videos.
Add to cart opens a drawer: thumbnail, name, price, − / + quantity, remove, “You are $90.05 from free shipping”, two compact “pairs well with” picks, subtotal, checkout. Dialog semantics, focus trapped, persists across reload.
Hamburger drawer with primary links first, then Collections, Shop by concern and Help as labelled groups; a bottom sheet for filters with Done; sticky add-to-cart; pinch-to-zoom left on. 44px targets on the concern bar are on the build list.
Where is the trouble? → How does it behave? → How much routine will you actually do? Returns two or three products and adds the routine to the cart in one click. Promoted from the hero and the nav.
Homepage unless stated. Desktop 1440px and mobile 390px, Chromium, 17 Aug 2026. Lighthouse 12.8 mobile-preset unless stated. Three columns because two things shipped: the platform (Shopline, live) and the storefront design (being applied as the theme).
| Metric | Before · burdocknaturals.com | Live on Shopline · stock theme | After · storefront design |
|---|---|---|---|
| Domains in the purchase path | 4 | 1 | 1 |
| Products reachable from shop | 6 of 18 | 18 of 18 | 18 of 18 |
| Collections / concern paths | 5 links | 12 collections | 12 + concern bar |
| Blocking pop-ups on load | 3 | 0 | 0 |
| Third-party hostsShopline: Cloudflare Insights + Stripe. Design: Google Fonts. | 11 | 2 | 1 |
| RequestsStock theme loads its full script bundle — trimmed in the theme build. | 48 | 148 | 20 |
| Lighthouse Best Practices | 78 | 100 | 100 |
| Lighthouse AccessibilityStock theme: zoom locked, unnamed icon buttons, contrast, unlabelled select — theme-build punch list. | 100 | 71 | 100 |
| LCP · desktop | 2.1 s | 1.1 s | 0.8 s |
| LCP · mobile | 5.3 s | 4.1 s | 2.8 s |
| Shop LCP · mobile | 7.0 s | 5.1 s | 2.0 s |
| Product page CLS · mobileStore PDP gallery loads late and pushes the buy box down the page. | 1.488 | 0 | 0 |
| Product page CLS · desktop | 0.179 | 0.016 | 0.007 |
| Font families on the product pageBefore: Times, Font Awesome, Lato, Montserrat, Inter. | 5 | 2 | 3 |
| Add-to-cart button colour | #188BF6 (framework default) | Brand ink | Brand ink |
| Related products on PDP | None | 4 | 6 + bundle |
| Product gallery images (Pain Relief Oil) | 6 | 6 | 6 |
Lighthouse 12.8, mobile preset, throttled. The storefront design's SEO score is 63 by choice: the prototype is set to noindex so a demo with placeholder reviews never gets indexed under the brand — removing one line makes it pass.
Everything we found on the current site, what we changed, and where each item stands today. Filter by severity or area.
| Severity | Finding | What we did | Area | Status |
|---|---|---|---|---|
| high | Purchase path spans four domains Home links to store.burdocknaturals.com and get.burdocknaturals.com; journal on blog.; each with its own design. |
Catalogue, cart, checkout and content on one Shopline domain by default; redirects at cutover. | Navigation | Live on Shopline |
| high | Only 6 of 18 products reachable from the shop /shop reads “Showing 6 products”; the Face & Body Bar is not among them. |
All 18 products on the grid plus 12 collections. | Shop | Live on Shopline |
| high | Three interruptions on first load cover the headline “Get 10% off” modal, cookie consent banner and chat bubble within seconds; H1 hidden. |
No blocking pop-ups; newsletter in a footer band; consent handled without covering the hero. | Home | Fixed in design |
| high | Brand disappears at the point of purchase Store header collapses to “HOME” + cart icon; no footer navigation, no breadcrumb. |
One header and footer component rendered on every page. | PDP | Live on Shopline |
| high | Add-to-cart is a framework-default blue; type switches to Lato Button background #188BF6 — appears nowhere else in the brand; five font families load. |
Brand ink button, brand type scale, two font families. | PDP | Live on Shopline |
| high | Store product page shifts as it loads Lighthouse CLS 1.488 mobile / 0.179 desktop — gallery pushes the buy box down. |
Reserved media aspect-ratios; measured CLS 0 on both new product pages. | Mobile | Live on Shopline |
| Medium | Description truncated; no ingredients, usage, shipping panels Copy cut behind “Show More”; nothing else on the page. |
Accordions: Full ingredients · How to use · Description · Shipping & returns · The fine print. | PDP | In theme build |
| Medium | No related products, bundle, reviews or subscription One CTA, then footer. |
“You may also like” (live), bought-together bundle −10%, subscribe & save 15%, ratings summary. | PDP | In theme build |
| Medium | No way to shop by concern Customers search “razor bumps”, “eczema”, “dandruff” — the shop offers “Haircare / Pain Relief / Bundles”. |
7 concern collections + 5 categories, persistent concern bar under the nav. | Shop | Live on Shopline |
| Medium | No filters or sort on the grid Five category text links only. |
Sidebar filters (category, concern, price), sort, mobile bottom-sheet filters, quick-add. | Shop | In theme build |
| Medium | Six “Shop Now” buttons and three H1s dilute focus Hero slider rotates three H1s; every module repeats the same CTA label. |
One H1; primary “Shop all 18”, secondary “Find your routine”; module CTAs name the destination. | Home | Fixed in design |
| Medium | Return policy contradicts itself Policy pages say 30 days; FAQ and About say 7. |
30 days used throughout the storefront — client to confirm either way. | Trust | Needs client decision |
| Medium | Best content is buried Eight real customer videos and a 30-answer burdock-root FAQ live on separate pages nobody is routed to. |
Videos linked from home and every product page; FAQ answers link to on-domain concern pages. | Trust | Fixed in design |
| Medium | Eleven third-party hosts and third-party cookies on the homepage GTM, LeadConnector ×4, msgsndr, filesafe, Bunny fonts, Wikimedia, Shopify CDN; Best Practices 74–79. |
1–2 third-party hosts; Best Practices 100 on both the Shopline store and the design. | Tech | Live on Shopline |
| Medium | Slow mobile paint on home and shop LCP 5.3 s home, 7.0 s shop (mobile). |
Design measures 2.8 s / 2.0 s. Stock theme 4.1 s / 5.1 s — responsive image sizing in the theme build. | Tech | In theme build |
| Medium | Stock Shopline theme accessibility trails the design Lighthouse a11y 71–76: viewport zoom locked (maximum-scale=1), unnamed icon buttons and links, contrast, unlabelled select. Design scores 100. |
Fix in the theme build; target 100 like the design. | Tech | In theme build |
| low | Product photography inconsistent across the grid Product fills 8% (Shaving Lotion) to 100% (Herbal Skincare Set) of the frame. |
Every pack shot reframed to a square at 72% fill; 3.6 MB → 1.7 MB. | Brand | Fixed in design |
| low | No guided selling First-time visitor picks a category or leaves. |
3-question routine finder returning a 2–3 product routine, add-all-to-cart. | Shop | Fixed in design |
| low | No cart on the brand site, no free-shipping nudge Cart exists only on the store domain. |
Native Shopline cart on the same domain; cart drawer with free-shipping meter and cross-sells in the design. | Cart | Live on Shopline |
| low | Review source not yet chosen Star ratings and quotes in the design are labelled placeholder on the page. |
Judge.me / Okendo / Loox or existing written reviews — placeholders stay labelled until then. | Trust | Needs client decision |
| low | Theme placeholder copy still visible on Shopline “Describe your product”, “Example title”, “Promotion heading”, stock badges (“Carbon neutral”, “Free worldwide shipping”). |
Replace with brand content and the real shipping/returns promise in the theme build. | Brand | In theme build |
You should hear it from us rather than find it later. The punch list to launch, with owners.
We audit before we quote: a full CRO / UX read of your current store, page by page, with every figure measured — then the plan to fix it.
