Feel Reformed — Pixel-perfect Plus rebuild; same look, none of the legacy drag

Recreate the existing site, but this time build it from scratch on a solid foundation that will make it easy to make changes in future. The rebuild had to match the existing site to the exact pixel. Huge investments had already been made to improve CRO and conversion rate and we needed to preserve the gains from that - but turbo-charge the site.

Their old Shopify store had been build in bits and bobs over time - multiple rounds of development, all sorts of third party apps and quick fix fiddles to keep things ticking over. The result is a bloated store that's weighed down by code that's no longer needed, scripts that don't play nicely with each other and all sorts of performance problems. The page load times are pretty slow for a brand of Feel Reforms size, and it got to the point where even the smallest changes are costing them a small fortune.

We tore everything down and rebuilt the whole shop from the ground up - their new Shopify Plus store uses the Horizon theme, but we've super-charged it to give it the performance that Feel Reforms need. Every part of the old site has been replicated, but this time we've ripped out all the unnecessary code and clutter and built everything from fresh.

The home page is now a massive hero slideshow, with a brilliant mega menu that lets customers click through to the products that catch their eye. There's a bar showing off all the press coverage they've had ( GQ, Vogue, WIRED and The Guardian all get a shout-out), loads of video testimonials, a handy product comparison page and all the clinical stats they need to prove that their stuff does actually work.

We also gave the product pages a complete overhaul - a big hero image with all the key details right there on the page, plus loads of options to let customers pick and choose exactly what they want. We've also added in special deals and discounts, and a simple subscription plan that comes with free goodies to encourage customers to keep coming back. The checkout process has been tweaked too - now there's a little cart on the side with a progress bar to show how much free shipping they've got left, and loads of suggestions for other products they might like.

The new shop is up and running, and it's identical to the old one - but this time it's built to last. We've got rid of all the technical debt that was holding things back, and now the site is fast, lean and ready to grow with the brand. The new codebase is also a doddle to work with, so Feel Reforms can make changes and launch new campaigns without any of the hassle and expense of a slow, old shop.