Michael McBride
Founder & CEO, Atelier Commerce
Michael McBride
Founder & CEO, Atelier Commerce
We did not migrate KeraFactor anywhere. We rebuilt both storefronts on customized themes, kept everything they had, and made the experience convert. The DTC site's conversion rate doubled and the new B2B channel took off.
We did not migrate KeraFactor anywhere. We rebuilt both storefronts on customized themes, kept everything they had, and made the experience convert. The DTC site's conversion rate doubled and the new B2B channel took off.
The Challenge
KeraFactor had two storefronts that were underperforming the brand behind them, and the goal was to fix both without the cost and risk of a migration.
Two audiences, two very different buying behaviors. A DTC shopper buying a single bottle behaves nothing like a wholesale buyer reordering a clinic's inventory. One generic theme could not serve both. No migration, no disruption. KeraFactor was already on Shopify and Shopify Plus. The brief was to rebuild the experience on customized themes, in place, preserving the catalog, the data, and the operations. The DTC store was leaking conversions. At 1.44 percent, the old DTC experience was converting roughly half of what a well-built store of this caliber should. Traffic was fine. The store was the bottleneck. The B2B channel needed a real storefront. Wholesale buyers were not being given an experience built for how they actually order, in volume, on repeat. The brief: rebuild both, on customized themes, no migration, and make them convert.
The Challenge
KeraFactor had two storefronts that were underperforming the brand behind them, and the goal was to fix both without the cost and risk of a migration.
Two audiences, two very different buying behaviors. A DTC shopper buying a single bottle behaves nothing like a wholesale buyer reordering a clinic's inventory. One generic theme could not serve both. No migration, no disruption. KeraFactor was already on Shopify and Shopify Plus. The brief was to rebuild the experience on customized themes, in place, preserving the catalog, the data, and the operations. The DTC store was leaking conversions. At 1.44 percent, the old DTC experience was converting roughly half of what a well-built store of this caliber should. Traffic was fine. The store was the bottleneck. The B2B channel needed a real storefront. Wholesale buyers were not being given an experience built for how they actually order, in volume, on repeat. The brief: rebuild both, on customized themes, no migration, and make them convert.
The System
We treated the two sites as one program with two tailored builds, then optimized continuously.
Custom theme builds, no migration. Both storefronts were rebuilt on customized Shopify themes, in place. No replatform, no data loss, no downtime drama. A DTC experience tuned to convert. Cleaner hierarchy, faster pages, a streamlined path to cart and checkout. The result is the headline: conversion rate climbing from 1.44 percent to 3.08 percent, with orders up 176 percent on far smaller traffic growth. A B2B storefront built for wholesale. A new experience built for buyers reordering at volume, reflected in a strong wholesale order value and a fast-growing channel since launch. CRO as an ongoing discipline, not a one-time launch. The optimization retainer means the sites keep improving after launch. The DTC conversion rate did not jump on day one; it climbed as we tested and refined month over month. Analytics and measurement done properly. Clean measurement on both sites so every gain is attributable and the program can be steered by data.
The System
We treated the two sites as one program with two tailored builds, then optimized continuously.
Custom theme builds, no migration. Both storefronts were rebuilt on customized Shopify themes, in place. No replatform, no data loss, no downtime drama. A DTC experience tuned to convert. Cleaner hierarchy, faster pages, a streamlined path to cart and checkout. The result is the headline: conversion rate climbing from 1.44 percent to 3.08 percent, with orders up 176 percent on far smaller traffic growth. A B2B storefront built for wholesale. A new experience built for buyers reordering at volume, reflected in a strong wholesale order value and a fast-growing channel since launch. CRO as an ongoing discipline, not a one-time launch. The optimization retainer means the sites keep improving after launch. The DTC conversion rate did not jump on day one; it climbed as we tested and refined month over month. Analytics and measurement done properly. Clean measurement on both sites so every gain is attributable and the program can be steered by data.
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Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
