A one-page store, rebuilt into a storefront that explains the pillow.
Drop Pillow is a sensory pillow — two foam side cushions that hold the head with gentle pressure, and speakers by the ears — backed by 672 people on Kickstarter. It sold from a stock Dawn store that was effectively one page: “How it works”, “Our Story” and “Mental Health Pledge” were anchors into the homepage, three of the four nav links pointed at the raw myshopify domain, the product page was three photos and a paragraph, and one of the pillow's best answers — nobody else hears the sound — sat inside an FAQ reply. We kept the brand exactly as the founder built it — logo, photography, palette and fonts — and rebuilt the store around it on a custom Shopline theme: a buy box that sells the bundles, a product page that answers the questions in order, and fifteen content pages that didn't exist.
Before
After
Content pages. Welcome, FAQ and Contact — plus How it works, Our story, Reviews, the Pledge, four use-case pages, Professionals, Bundles, Shipping & returns and Accessibility.
Homepage weight on mobile (Lighthouse). The old homepage autoplays two 1080p videos of 12.1 and 9.4 MB on load.
Lighthouse Performance, mobile homepage. On desktop both stores score 95 — the old store was already fast there; the gain is on phones.
Third-party hosts on the homepage. Klaviyo, Facebook, Shop app and three Trustpilot hosts — on a page that shows no Trustpilot reviews — down to Google Fonts, Stripe, Cloudflare Insights and our build-review widget.
Nine dimensions, scored 0–10 from what we measured and clicked through. “After” is the Shopline storefront as it stands today behind the storefront password — including the items still on the punch list. Desktop speed is scored as a tie: the old store was already fast there.
The founder's hero film is the best asset the brand has, and we kept it. What the old homepage lacked was everything around it: on desktop the first screen was the logo and a nav that jumped down the same page, and the brand's own line sat below the fold. The new homepage keeps the film and the logo, and opens with the sentence, the promise and one button.
Scroll-reveal animations switched off for the full-page capture so every section shows.
Published theme behind the storefront password.
The old shop listed six products alphabetically, which put an eye mask first and the pillow last, and showed the LUX Package as one more tile with no saving stated. The new shop page leads with the pillow and its three bundles, priced against what they replace, and puts covers and accessories after them.
Alphabetical — the pillow is the sixth tile.
Pillow and bundles first, then covers and accessories.
A $149 pillow with speakers raises questions before anyone pays: what's in it, how long the battery lasts, whether a partner will hear it, what happens if it doesn't suit. The old page answered none of them. The new one sells three bundles in the buy box and answers the questions in the order people ask them.
Three photos, one paragraph.
Bundle buy box, then the product story.
On the old site the story, the how-it-works and the pledge lived only as homepage sections — their own URLs return 404 — and the only pages were Welcome, FAQ and Contact. The new store gives each question a page, and gives each reason people buy a page too, including one for the clinics, schools and studios that had no way in.
The FAQ — one of the three pages the old site had.
New — was a homepage section.
New — stars only where a reviewer gave a rating.
The founder's story.
One of four use-case pages.
Clinics, schools and studios. The quote form is being connected.
The pledge, as its own page.
“Questions, answered by Whit.”
Old Welcome page.
“Let's get you set up.”
Old Contact page.
The form is being connected.
Cart as a page.
Cart page; a cart drawer opens from every page.
Homepage unless stated. Desktop 1440px and mobile 390px, Chromium, 8 Oct 2026. Lighthouse 12.8, throttled; page weight is Lighthouse's total transfer; requests and third-party hosts from our capture. The Shopline store measured behind its storefront password.
| Metric | Before · droppillow.com (Shopify) | After · droppillow.myshopline.com |
|---|---|---|
| Content pages | 3 (Welcome, FAQ, Contact) | 15 |
| Nav links that leave the page | 0 of 4 — all anchors, 3 on drop-pillow.myshopify.com | Every item a real page |
| Homepage weight · mobile / desktopBefore: two autoplaying 1080p videos of 12.1 and 9.4 MB. | 24 MB / 24 MB | 1.6 MB / 2.0 MB |
| Requests | 293 | 105 |
| Third-party hostsBefore: Klaviyo ×2, Facebook ×2, Trustpilot ×3, Shop app, Shopify telemetry, Shopify CDN. After: Google Fonts, Stripe, Cloudflare Insights and our build-review widget. | 10 | 4 |
| Third-party cookies | 2 | 0 |
| H1 on the homepage | None | 1 |
| Lighthouse Performance · mobile (two runs) | 62–63 | 79–80 |
| Shop page Performance · mobile (two runs)New: the first product photo is lazy-loaded, so it starts downloading late — punch list. | 62–63 | 61–77 |
| Product page Performance · mobile / desktop | 60 / 100 | 78 / 96 |
| Lighthouse Performance · desktopThe old store was already fast on desktop. | 95 | 95 |
| LCP · mobile (two runs) | 7.7–7.8 s | 4.4–4.8 s |
| Total blocking time · mobile | 110 ms | 0–10 ms |
| Lighthouse Best Practices | 79 | 100 |
| Lighthouse AccessibilityNew: review quotes and names on Sage fail contrast — punch list. | 91 | 93 |
| Specifications on the product page | None | Full spec band |
| Bundles | LUX as a separate product, no saving shown | Three tiers in the buy box, savings stated |
| Homepage meta descriptionStill to add before launch. | None | None |
| FontsKept at the founder's request. | Georgia + Montserrat | Georgia + Montserrat |
Lighthouse 12.8, throttled, first full run on 8 Oct 2026, mobile preset unless stated. The old store was already fast on desktop, so the desktop homepage is shown for balance: the gains are on phones, in weight and in what the pages say. Repeat runs gave 62 → 79 for the mobile homepage and 77 for the new shop page, whose first product photo is lazy-loaded — on the punch list.
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 | The nav doesn't go anywhere “How it works”, “Shop Our Store”, “Our Story” and “Mental Health Pledge” are anchors into the homepage; three point at drop-pillow.myshopify.com. /pages/our-story, /how-it-works, /mental-health-pledge and /reviews return 404. |
Every nav item is a real page on the store's own domain, with dropdowns for the shop, how it works and why people buy. | Navigation | Fixed · live theme |
| high | The product page answers none of the questions Three photos, one paragraph, Add to cart; no specifications (battery life isn't mentioned), no reviews, no shipping line; the only risk message is “used pillows may not be returned”. |
Story bands for how it feels, setup, sound, use cases, testimonials, full specifications, a comparison and a pre-purchase FAQ; shipping threshold and dispatch time under the button. | PDP | Fixed · live theme |
| high | The pillow is listed last and the bundle saving is invisible Shop sorted A–Z puts The Drop Pillow sixth of six; the LUX Package is a separate product at $179 with no saving stated. |
Pillow and bundles first; Essential, LUX and 2-Pack as tiers in one buy box with the value and saving on each. | Merchandising | Fixed · live theme |
| Medium | No H1 and nothing to read in the desktop first screen The homepage has no H1; on desktop the first screen is the logo over the film, and the brand line sits below the fold. |
“A weighted blanket for your brain.” as the H1 over the film, the promise under it, one Buy Now. | Home | Fixed · live theme |
| Medium | A 24 MB homepage Two 1080p videos of 12.1 and 9.4 MB autoplay on load; mobile LCP 7.7 s, Performance 63. |
1.6 MB on mobile; Performance 80, LCP 4.4 s, no blocking time. | Tech | Fixed · live theme |
| Medium | Third-party scripts with nothing to show for them 10 third-party hosts on the homepage, including three Trustpilot scripts on a page that shows no Trustpilot reviews; third-party cookies; Best Practices 78–79. |
4 hosts, no third-party cookies, Best Practices 100. | Tech | Fixed · live theme |
| Medium | A key benefit is buried in the FAQ That anyone not using the pillow won't hear any sound appears as one sentence inside an FAQ answer. |
“Immersive for you. Quiet for everyone else.” as its own band on the product and How it works pages. | Trust | Fixed · live theme |
| Medium | No page for professionals or for why people buy No page for clinics, schools or studios; the four reasons people use the pillow are not addressed anywhere. |
Professionals page with a quote request; four use-case pages — Quiet a Racing Mind, Meditation, Sensory Regulation, Relax & Unwind. | Audience | Fixed · live theme |
| low | The policy link opens the wrong page Footer “Terms of Use | Privacy Policy” links to a data-sharing opt-out page. |
Terms, privacy and refund policies linked separately; Shipping & returns as its own page. | Navigation | Fixed · live theme |
| high | Shipping, tax and the discount code aren't set up yet Store-admin settings outside the theme; an end-to-end test order hasn't been run. |
Configure in the Shopline admin, then place a test order from cart to confirmation before the password comes off. | Operations | Launch blocker |
| Medium | The Professionals and contact forms don't send yet Both forms render and validate, but submissions aren't delivered anywhere. |
Connect both forms to the store's contact inbox. | Forms | Open · build fix |
| Medium | The homepage still has no meta description Same as the old store: the page title is “Drop Pillow” and there is no meta description; the shop page has none either. |
A written title and description for the homepage and shop. | SEO | Open · build fix |
| Medium | Review text on Sage fails contrast Lighthouse flags 19 elements on the homepage — review quotes, names and roles on the Sage background. |
Darken the review text or lighten its background until every pair passes. | Accessibility | Open · build fix |
| low | The Accessibility page carries template brackets “[AUDIT: provider and date]”, “[RESPONSE: X business days]”, “[CAPTIONS: due date]” and “[FIX: due date]” on a page linked from the footer. |
Drop Pillow to confirm the dates and response time, or the page stays unlinked until it can be completed. | Accessibility | Client decision |
| Medium | The shop page's first product photo is lazy-loaded It is the page's largest element but carries loading="lazy", so it waits about 3.6 s before downloading; mobile Performance 61–77 (old: 62–63), desktop 87 (old: 97). |
Load the first row of product photos eagerly with high priority; keep lazy loading below the fold. | Shop | Open · build fix |
| low | Mobile LCP is still above 2.5 s Lighthouse mobile LCP 4.4–4.8 s on the homepage — the layered hero photograph. |
Serve the hero layer at phone size and preload it. | Mobile | Open · build fix |
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.
