A Kickstarter store, rebuilt to sell the table, the kit and the setup.
Tabletop Table makes portable gaming tables — the solid-walnut Relic and the lighter Hexlite — that sit on the table you already own, fold away with their accessories inside, and join along a magnetic rail into bigger setups. 365 backers funded it at over 900% on Kickstarter. It sold from a stock Dawn theme still set up for the campaign: a pop-up asking visitors to reserve a table, product titles ending in “- Pre-order” above an “Available now!” badge, the description and specifications closed in accordions, and a configurator that named a setup for your game but never said what it cost or let you buy it. We kept the photography and the type — PP Pangaia, Orleans and Yport — applied the merchant's new Identity Package in place of the campaign purple, and rebuilt the store on a custom Shopline theme around how people buy a table: a kit builder, a configurator that prices each setup and adds it to the cart, and accessories labelled by the table they fit.
Before
After
Lighthouse Performance, mobile product page (two runs: 42–44 → 80–91). Largest Contentful Paint fell from 27–28 s to 3.0–4.5 s.
Homepage weight on mobile (Lighthouse). The old homepage autoplays three videos of 30.2, 12.0 and 3.7 MB; the new hero film is two clips of about 2 MB each.
Third-party hosts on the homepage. Klaviyo, Gorgias, Google, accessiBe, Facebook and Shopify's own services down to Stripe, Cloudflare Insights and our build-review widget — before the reviews and email apps are chosen.
Configurator setups with a price and an Add Setup to Cart button. The old configurator listed quantities only; the new one prices CORE, COREX, DICOREX and TRICOREX and adds the whole setup to the cart.
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, so the product page is marked down for the kit price that doesn't reach the cart yet. Desktop speed was already good on the old store; the gains are on phones.
The hero film and the photography were already the strongest things on the site, and we kept them, along with the homepage's own sections. What changed is everything layered over them: the campaign pop-up, the late-pledges bar, the floating chat bubble and the accessibility overlay are gone, and the first screen now says what the table does and why to trust it.
Pop-up closed and scroll-reveal animations switched off for the full-page capture.
Published theme behind the storefront password.
The pop-up as a first-time visitor sees it.
Relic accessories fit Relic and Hexlite accessories fit Hexlite; mats and toppers fit both. On the old store that rule lived only in the FAQ, while the accessories page offered Shopify's availability and price filters. The new collections lead with the two tables side by side, and label every accessory with the table it fits.
Availability and Price filters; fit only by name.
Filter by table and type; every card says what it fits.
Old Gaming Tables collection.
Two tables, ratings and stock on the cards, then the comparison.
A Relic is an $879 piece of furniture, and almost every buyer adds to it: dice trays, player desks, an expander, a mat. The old page sold the table alone and kept its description, features and specifications behind closed accordions. The new page opens on the kit most hosts want, prices every add-on beside it, and shows the box contents and specifications without a click.
Accordions closed, as delivered.
Kit builder first. Kit pricing in the cart is on the punch list.
Old Hexlite page.
Same builder, preorder dates on the accessories.
Whether a table fits your game is the question people ask before they buy, and the store already had a configurator for it. It returned one answer per title whatever the player count, listed products and quantities, and stopped there. The new one reads the player count, explains the fit, prices the setup and puts all of it in the cart.
One answer for every player count; quantities, no prices.
The fit, the total, and the button.
The whole page, before a search.
All four setups, each priced.
The old FAQ opened with the dates of the Kickstarter campaign, and there was no About page at all. The new pages answer what a first-time buyer asks — when it ships, what the warranty covers, how the two models differ — and the policies state the shipping and warranty terms the store now promises.
Opens with the campaign dates.
Opens with shipping and warranty.
New — 404 on the old store.
Empty cart.
Empty cart, with shipping, returns and contact links.
Before anything was built on Shopline, the design went to the merchant as a clickable prototype. Their first review came back as a recorded walkthrough, which we turned into a ten-item checklist (C01–C10); three more rounds followed on the second, third and fourth versions, and the fifth closed every item that a prototype can close. A prototype passing is not a store passing, so below is each item checked again on the Shopline build on 8 October.
| Item | What the merchant asked for | On the Shopline build today | Surface | Status |
|---|---|---|---|---|
| C01 | Logo and custom fonts | The Identity Package logo in Evergreen in the header; PP Pangaia Light, Orleans Light and Yport Regular load on every page. | Brand | On Shopline |
| C02 | Keep the homepage, and make its buttons go somewhere | The original homepage sections and photography kept, with the new modules between them; every link in it opens a working page (5 of 5). | Homepage | On Shopline |
| C03 | One shared warranty line, with the terms per model | The bar on every page rotates to “All tables are backed by a limited warranty.”, linked to the Return & Warranty policy, which sets out Relic (limited lifetime) and Hexlite (limited 3-year) separately. | Homepage | On Shopline |
| C04 | Real product photography | The merchant's own photos throughout, including the supplied Extended mat image wherever the $99 mat appears. | Product page | On Shopline |
| C05 | Import the full game configurator dataset | All 5,430 records with player ranges, loaded from a data file in the theme, so a new export replaces it without code changes. Setups priced and added to the cart in one click. | Configurator | On Shopline |
| C06 | New product page with the expanded kit chooser | Built: the kit builder opens on the $999 Host Signature Kit with the Expander and mat beside it. Not yet: the kit price in the cart — Add to Cart currently adds the Relic alone, at $879. | Product page | Open · build |
| C07 | Add options from the cart without leaving it | Working in the prototype (setup recommendations, the topper picker, confirmation at the button). The Shopline cart lists the items and the total only so far. | Cart | Open · build |
| C08 | An accessory-credit progress bar | Working in the prototype; on Shopline it waits on the credit promotion being set up in the store. | Cart | Open · store setup |
| C09 | The remaining approved requirements | Done: phone layout, keyboard use, Terms, Privacy and Shipping policies migrated and updated. Open: checkout, payments, shipping and tax, preorder handling and email automation, set up with the Shopline team. | Store setup | Open · store setup |
| C10 | A preview with a clear status | The Shopline store itself is now the review build; this page is its status. | Store setup | On Shopline |
Homepage unless stated. Desktop 1440px and mobile 390px, Chromium, 8 Oct 2026. Lighthouse 12.8, throttled, two runs each, shown as a range where they differ; page weight is Lighthouse's total transfer; requests, third-party hosts and page heights from our capture. The Shopline store measured behind its storefront password.
| Metric | Before · tabletoptable.com (Shopify) | After · tabletoptable.myshopline.com |
|---|---|---|
| Lighthouse Performance · mobile | 37–38 | 78–82 |
| Product page Performance · mobile | 42–44 | 80–91 |
| Collection Performance · mobileGaming Tables. | 45–50 | 85–90 |
| Lighthouse Performance · desktopProduct page 85–94 → 96–98; collection 94–98 → 97–98. The old store was already quick on desktop. | 89–90 | 98 |
| LCP · mobileProduct page 27.5–28.2 s → 3.0–4.5 s. Still above 2.5 s — punch list. | 22.2–22.9 s | 4.2–4.4 s |
| Total blocking time · mobile | 700–740 ms | 10–20 ms |
| Homepage weight · mobile / desktopBefore: three autoplaying videos of 30.2, 12.0 and 3.7 MB. After: the hero film, two clips of about 2 MB. | 48 MB / 29 MB | 5.7 MB / 5.7 MB |
| Product page weight · mobile | 4.8–16.8 MB | 1.2 MB |
| Requests | 373 | 46 |
| Third-party hostsBefore: Klaviyo ×5, Gorgias ×5, Google ×5, Shopify's own ×4, accessiBe ×2, Facebook ×2 and one more. After: Stripe, Cloudflare Insights and our build-review widget; the reviews and email apps are still to be chosen. | 24 | 3 |
| DOM nodesProduct page 3,570 → 616. | 1,702 | 432 |
| Lighthouse Best Practices | 59–61 | 96–100 |
| Lighthouse SEO | 92 | 100 |
| Lighthouse AccessibilityNew: small grey captions fail contrast at 3.2–3.6:1 — punch list. | 88–97 | 88–97 |
| Images with no alt attribute · home / product page | 4 / 8 | 0 / 0 |
| Pop-ups on first visit | 1 (Klaviyo, a few seconds in) | 0 |
| H1 on the homepage | Empty | 1 |
| Free-shipping threshold stated | Nowhere | Every page, linked to the policy |
| Configurator | Quantities only | Priced, player-aware, Add Setup to Cart |
| Product page length · mobileDesktop 12,863 → 5,717 px. | 13,354 px | 9,254 px |
| Homepage meta descriptionUnchanged; the claim was removed from the page copy — punch list. | “…transform any surface…” | “…transform any surface…” |
Lighthouse 12.8, throttled, 8 Oct 2026, mobile preset unless stated; each page run twice, the first run charted. Second runs: homepage 38 → 82, product page 44 → 80, collection 50 → 90. The old store was already quick on desktop, so the desktop homepage is shown for balance — the gains are on phones.
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 | A pop-up covers the homepage A Klaviyo pop-up — “Funded by 365 Backers · Late Pledges Are Still Open · Reserve Your Table” — opens over the hero a few seconds after load, on desktop and phones. |
No pop-up. The Kickstarter proof sits in a row under the hero, beside the rating, setup time and warranty. | Home | Fixed · live theme |
| high | The product page hides what it sells Description, Features and Specifications are closed accordions; the title says “- Pre-order” and the badge under it says “Available now!”; accessories are sold elsewhere. |
A kit builder with every add-on priced beside the table, What's in the box open, a specifications table, and one stock status. | PDP | Fixed · live theme |
| high | The configurator can't sell Titles have no player counts, so “Wingspan” gets CoreX at any player count; each setup lists quantities with no prices, no total and no way to buy it. |
5,430 records with player ranges, a fit explanation, a setup total and Add Setup to Cart on every configuration. | Configurator | Fixed · live theme |
| Medium | The free-shipping offer isn't stated anywhere No threshold in the bar, on the product page, in the cart, in the FAQ or in the shipping policy; the bar promotes late pledges instead. |
“Free U.S. shipping on orders $999+” in the bar on every page, linked to a shipping policy that says which orders qualify. | Shipping | Fixed · live theme |
| Medium | Accessories don't say which table they fit Accessories filter by Availability and Price only; compatibility appears only in product names and in the FAQ. |
Chips by table and type, and a Relic / Hexlite / Both models tag on every card. | Merchandising | Fixed · live theme |
| Medium | Ratings are missing from product cards Judge.me is installed and the product pages show 4.94 from 54 reviews, but no card in any collection carries a star rating. |
★ 4.94 (54) and stock status on each table card. | Merchandising | Fixed · live theme |
| Medium | FAQ and About written for the campaign /pages/about returns 404; the FAQ has no H1 and opens with the dates of the Kickstarter campaign. |
An About page with the founder's story; an FAQ that opens with shipping and warranty. | Content | Fixed · live theme |
| high | A 48 MB homepage behind 24 third-party hosts Three autoplaying videos of 30.2, 12.0 and 3.7 MB; 373 requests to 24 third-party hosts; mobile Performance 37–38, LCP 22–23 s, Best Practices 59–61; an accessiBe overlay loads in place of alt text — 4 images on the homepage and 8 on the product page have none. |
5.7 MB with a 4 MB hero film, 46 requests, 3 hosts; Performance 78–82, LCP 4.2–4.4 s, Best Practices 100; every image has an alt attribute and no overlay is loaded. | Tech | Fixed · live theme |
| high | The kit price doesn't reach the cart yet With the Host Signature Kit selected, “Add to Cart — $999” adds the Relic alone at $879; the dice tray and player desk aren't added. The configurator's Add Setup to Cart adds the full setup correctly. |
Add the kit as one line at $999 (with its three SKUs), as the prototype does, and re-test the Expanded Command Table package at $1,449. | Cart | Launch blocker |
| Medium | Cart recommendations and the credit bar aren't on Shopline yet The Shopline cart lists items and the total only; the prototype's setup recommendations, topper picker and accessory-credit bar (checklist C07, C08) are still to be built on the platform's cart. |
Build the recommendations into the cart drawer and page; set up the credit promotion in the store so the bar has something to count. | Cart | Open · build fix |
| high | Checkout, payments, shipping and tax aren't set up yet Store settings outside the theme, with the Shopline team: payments, shipping and tax, preorder handling, email automation and the fulfilment integration; no end-to-end test order yet. |
Set up in the Shopline admin, then one order from cart to confirmation before the password comes off. | Operations | Launch blocker |
| Medium | Privacy and Terms still name Shopify Migrated word for word, as agreed: “Tabletop Table is powered by Shopify” in the Privacy Policy and “Our store is hosted on Shopify Inc.” in the Terms. |
Tabletop Table's legal review before launch. | Legal | Client decision |
| low | Small grey captions fail contrast Review bylines, the specifications note and the package disclosure — 11–12px text in #8a858e — measure 3.2–3.6:1 against their backgrounds (4.5:1 needed); 5 on the homepage, 8 on the product page. |
Darken the caption grey until every pair passes 4.5:1. | Accessibility | Open · build fix |
| low | The homepage description still says “any surface” The meta description reads “…designed to transform any surface into the gaming table of your dreams” — the claim the page copy dropped in the last review round. |
Rewrite it from the approved hero line (“sits on the surface you already own…”). | SEO | Open · build fix |
| low | Product pages scroll sideways on phones At 390px the image gallery is 4px wider than the screen on both product pages; every other page fits. |
Clip the gallery to the viewport width. | Mobile | Open · build fix |
| low | The review count is fixed text until a reviews app is chosen “4.94 stars across 54 verified reviews” is written into the theme; the Shopify store reads it live from Judge.me. |
Connect the reviews app the merchant picks, so the rating and count update themselves. | Trust | Client decision |
| low | Mobile LCP is still above 2.5 s Lighthouse mobile LCP 4.2–4.4 s on the homepage (the hero film's poster), 3.0–4.5 s on the product page and 3.4–4.0 s on the collection. |
Serve the hero poster and the first product image at phone size and preload them. | 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.
