A rebrand should not cost a brand its speed. What we built for Moonglow was a storefront that could carry an elevated identity and still paint in under two seconds, so the story and the checkout ran on the same clock.
Danielle Schermerhorn
Founder and CEO, Atelier Commerce
BUILT WITH
A rebrand should not cost a brand its speed. What we built for Moonglow was a storefront that could carry an elevated identity and still paint in under two seconds, so the story and the checkout ran on the same clock.
Danielle Schermerhorn
Founder and CEO, Atelier Commerce
BUILT WITH
A shopper on a Tuesday evening taps a moon phase necklace on an iPhone. The image is slow to render, the popup covers the price, and by nineteen seconds she is somewhere else. A month later she taps the same product on the same phone and it opens in under two. She reads the personalization panel, chooses her birth date, and adds the keepsake to cart. Nothing about the product changed. The storefront underneath it did.
A shopper on a Tuesday evening taps a moon phase necklace on an iPhone. The image is slow to render, the popup covers the price, and by nineteen seconds she is somewhere else. A month later she taps the same product on the same phone and it opens in under two. She reads the personalization panel, chooses her birth date, and adds the keepsake to cart. Nothing about the product changed. The storefront underneath it did.
The situation, told plainly
Moonglow had a beautiful brand story and a storefront working against it. A catalog wide audit returned grade after grade in the D and E range, with several pages taking twelve to fourteen seconds to load. The flagship womens necklaces collection was the worst offender: 19.3 seconds fully loaded, a 5.6 second largest contentful paint, an F grade at 27 percent performance, made worse by an intrusive popup. Paid media costs were climbing at a double digit rate. A rebrand was in motion. The storefront had to carry an elevated identity flawlessly and still be fast for the first time.
The picture was a Shopify Plus storefront that let the brand look like itself without paying for it in seconds. Bespoke speed optimization rather than a one size plugin. Image delivery pushed through Cloudinary so the jewelry photography stayed intact while the payload collapsed. Popup driven friction pulled off the entry pages that mattered. Collection pages, product pages, and the homepage rebuilt to hold the new brand identity with a clean, fast, conversion focused layout. CRO baked in through the rebuild rather than layered on afterward, so a faster page and a clearer hierarchy converted at a higher rate on their own.
The situation, told plainly
Moonglow had a beautiful brand story and a storefront working against it. A catalog wide audit returned grade after grade in the D and E range, with several pages taking twelve to fourteen seconds to load. The flagship womens necklaces collection was the worst offender: 19.3 seconds fully loaded, a 5.6 second largest contentful paint, an F grade at 27 percent performance, made worse by an intrusive popup. Paid media costs were climbing at a double digit rate. A rebrand was in motion. The storefront had to carry an elevated identity flawlessly and still be fast for the first time.
The picture was a Shopify Plus storefront that let the brand look like itself without paying for it in seconds. Bespoke speed optimization rather than a one size plugin. Image delivery pushed through Cloudinary so the jewelry photography stayed intact while the payload collapsed. Popup driven friction pulled off the entry pages that mattered. Collection pages, product pages, and the homepage rebuilt to hold the new brand identity with a clean, fast, conversion focused layout. CRO baked in through the rebuild rather than layered on afterward, so a faster page and a clearer hierarchy converted at a higher rate on their own.
How the storefront was rebuilt
The build was hand tuned front end engineering on Shopify Plus with Cloudinary carrying the imagery, in step with the rebrand rather than after it.
Render blocking resources were addressed, non critical scripts were deferred, and the critical path was trimmed until the page could paint before the eye asked it to. Cloudinary was wired in for automatic format negotiation, responsive sizing, and on the fly optimization, which for a jewelry brand mattered because imagery is the product. Collection pages were rebuilt around the way Moonglow customers actually browse, with clearer hierarchy and the popup pulled back off the entry moment. Product pages were rebuilt to carry the personalization flow, the moon phase story, and the review count on the same fold. The homepage was rebuilt to sit inside the new identity system without carrying the old weight. Across more than fifty URLs the grade moved from D and E to consistent A, the flagship collection dropped from 19.3 seconds to 1.8, and the performance score climbed from 27 percent to 97. Conversion absorbed the double digit rise in media cost that would otherwise have pressured margin.
How the storefront was rebuilt
The build was hand tuned front end engineering on Shopify Plus with Cloudinary carrying the imagery, in step with the rebrand rather than after it.
Render blocking resources were addressed, non critical scripts were deferred, and the critical path was trimmed until the page could paint before the eye asked it to. Cloudinary was wired in for automatic format negotiation, responsive sizing, and on the fly optimization, which for a jewelry brand mattered because imagery is the product. Collection pages were rebuilt around the way Moonglow customers actually browse, with clearer hierarchy and the popup pulled back off the entry moment. Product pages were rebuilt to carry the personalization flow, the moon phase story, and the review count on the same fold. The homepage was rebuilt to sit inside the new identity system without carrying the old weight. Across more than fifty URLs the grade moved from D and E to consistent A, the flagship collection dropped from 19.3 seconds to 1.8, and the performance score climbed from 27 percent to 97. Conversion absorbed the double digit rise in media cost that would otherwise have pressured margin.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
