Shopify Plus Upgrade and Online Store 2.0 Migration for a D2C Aromatherapy Brand

Industry

Geography

United States

Cooperation Period

13 months

Executive outcome

Body Restore LLC is a US direct to consumer brand selling aromatherapy shower tablets on Shopify. The client ran Clixlogix as its Shopify engineering partner for 13 months and reported a 28% lift in storefront conversion rate in the first 2 months of rollout, subscription customer LTV lifting to 1.5 times the previous active customer level once the Recharge subscription setup was live, and mobile Largest Contentful Paint averaging 3.8 seconds across the product detail page catalog after the Tolstoy video widget contention with the hero image was resolved. Across the engagement Clixlogix shipped more than 10 storefront enhancements on a staging first delivery discipline, carried the storefront through the Online Store 2.0 architecture migration, and engineered the storefront across their Shopify Plus upgrade.

About the client

The client is a US direct to consumer brand selling aromatherapy shower tablets positioned as a daily routine replacement for bath bombs and spa visits. The brand sits in the DTC cohort that Shopify built its merchant playbook around. They ran paid acquisition into a storefront that had to carry rich media, social proof, and a merchandised product detail page across a growing retail distribution. The product category lends itself to replenishment, so the storefront had to carry subscription revenue alongside single purchase, and ongoing merchandising kept new SKUs, campaigns, and seasonal pushes landing on the live site.

What was holding the storefront back

The client came to Clixlogix with a 6 line brief covering site speed, integration overlap, UX, SEO, product detail page video, and ongoing storefront changes. The brief described the symptoms. Underneath sat 6 operating problems that shaped the engagement.

Storefront operations had drifted. The storefront was carrying 2 overlapping review apps and 2 overlapping SMS apps, each paying monthly fees and injecting assets that competed for the same storefront surfaces. A Tolstoy video widget on the product detail page was downloading content on first load and contending with the hero product image for mobile bandwidth, pushing mobile hero render past the 2.5 second Core Web Vitals Good threshold. Google’s page experience update, which made Core Web Vitals a search ranking signal, was a dated clock running against the storefront. The theme had been lightly customised over time without a structural revisit, so product discovery on the home page did not surface the brand’s value proposition above the fold, review social proof was diluted across the storefront, and no dedicated page aggregated the voice of the customer.

Commerce surface limits were already costing the brand. Static product photography on an aromatherapy sensory product left the visitor to imagine dissolution, colour, and the effect of the product in a real shower, so the category economics called for video on the product detail page to close the imagination gap. The storefront carried no subscription offering, so all revenue was single purchase on a product that lends itself to replenishment. The client’s marketing head had flagged 3 structural technical SEO issues on the Shopify theme: duplicate product paths through /products/<handle> and /collections/<handle>/products/<handle>, canonical confusion on collection filters and variant URLs, and pagination on collection pages where sequential pages were not crawlable and were canonicalising back to page 1, which collapsed the paginated sequence into a single indexed URL.

Partner cadence did not fit the brand. Founder led DTC operators ship small changes constantly as new SKUs launch, campaigns go live, and seasonal pushes come up. The brief’s ongoing storefront changes line was a request for a partner model that supports iterative small shipments on short cycles.

How Clixlogix shaped the engagement

Clixlogix diagnosed 5 of the 6 problems directly. On the 6th, SEO, the strategy sat with the client’s marketing head, who set the technical directives for the Shopify theme and passed them to Clixlogix for engineering delivery. Off page SEO and content SEO stayed entirely on the client side. Across the 6 problems, Clixlogix shaped the engagement around 6 recommendations tied to the original brief.

Recommendation 1. Fix the operating discipline before touching the pixels

A brand running paid traffic to a live store pays a direct revenue cost for every unreviewed change promoted to production. Clixlogix installed a staging first delivery discipline for theme code changes through Shopify’s native draft theme workflow, with store collaborator access from the Shopify Partners dashboard, so every subsequent theme ticket became a bounded risk. App configuration, Recharge selling plan setup, and shared product data changes went through their own change control on the live admin, which is where those surfaces live in the Shopify platform model.

Recommendation 2. Build on Shopify primitives

A hardcoded display value in Liquid drifts from Shopify’s underlying product data. The admin, the checkout stack, and the Storefront API continue to read the real data; the storefront display quietly goes stale. Every storefront change on the engagement had to bind to a native Shopify primitive, so merchant control and the data behind the display stayed on one source of truth. The same methodology shaped the structural technical SEO delivery the client’s marketing head directed on the Shopify theme, binding canonical hygiene, filter and variant URL handling, and crawlable pagination to Liquid globals and Shopify URL primitives.

Recommendation 3. Treat merchant control as a first class deliverable

Routine content refreshes on a growing storefront bill the brand’s engineering budget for work that is not engineering. Clixlogix designed the admin surface first on every new section, so a non technical operator at the client’s team could edit icons, copy, and layout from the Shopify admin without a developer.

Recommendation 4. Read the installed app stack before touching the theme

A theme change that is actually solving an installed app problem is wasted hours. Clixlogix audited the storefront’s installed Shopify app stack before any theme change on the related surface, and routed configuration back to the app’s own admin where the right fix sat there.

Recommendation 5. Close the sensory product gap on the product detail page

Aromatherapy shower tablets are a sensory product that static imagery under sells. Clixlogix built the product detail page as a sensory conversion surface, with per product background colour, product in use video, slashed price display bound to a native primitive, and the Afterpay and Shop Pay cart behaviour tuned so basket conversion did not break on the common edge cases.

Recommendation 6. Open a subscription revenue surface on the catalog

A product that lends itself to replenishment should carry subscription revenue natively alongside single purchase. Clixlogix set up Recharge with selling plans on the Shopify product and variant model, so subscriptions sat on the same catalog as single purchase and new SKUs could enter the subscription offering through a selling plan assignment on the product record.

Developments that extended the scope later in the engagement

Two developments extended the scope later in the engagement. Shopify shipped Online Store 2.0 partway through, so Clixlogix engineered the migration onto the new architecture while the engagement’s prior shipped work carried forward. The client’s retail distribution scaled across Target, Walmart, CVS, and Amazon, so the storefront upgraded to Shopify Plus and Clixlogix engineered the storefront across the upgrade.

How the engagement unfolded across 13 months

Fig 1 - The 13 month engagement moved from operating discipline through PDP conversion work, subscription revenue, Online Store 2.0 migration, and the Shopify Plus upgrade. Measured outcomes anchor each phase.

Early rounds - Clixlogix installed the staging first operating discipline, consolidated the installed app stack, and shipped the product detail page conversion work covering per product background colour, in use video, slashed price display, and the Afterpay and Shop Pay cart behaviour on single purchase flows. Storefront conversion rate lifted 28% within the first 2 months of those early changes going live.

Middle rounds - The Recharge subscription offering shipped on the Shopify catalog with selling plans on the product and variant model, cart integration carrying the selling plan context through to checkout, and customer account subscription management. The subscription path through the Afterpay and Shop Pay cart was validated alongside Recharge going live, with the selling plan context carrying consistently from product form to checkout. Subscription customer LTV lifted to 1.5 times the previous active customer level.

Later rounds - Shopify shipped Online Store 2.0 and Clixlogix engineered the migration so the engagement’s prior shipped work carried forward onto the new architecture while the templates adapted to sections on every page and JSON composition. The structural technical SEO work the client’s marketing head had directed shipped during this phase, binding canonical hygiene, filter and variant URL handling, and crawlable pagination to the Shopify theme primitives those templates read.

Final rounds - They upgraded to Shopify Plus and Clixlogix engineered the storefront across the upgrade, with 6 streams of work covering mobile product page performance, subscription and bundle and gift validation across the Plus checkout, the Plus checkout capabilities themselves, promotion controls, purchase tracking, and retail and fulfilment integration. The Tolstoy LCP fix on the mobile product page is the specific engineering example on the performance stream.

Before and after

Area on this engagement	Before	After
Product detail page video treatment	Background video on PDP with no per product background colour binding and no reserved container dimensions	Per product background colour on a Shopify metafield, so each scent product carries its own colour from the admin, container dimensions reserved before asset load so the video container did not cause layout shift on first paint, and mobile autoplay attributes applied so iOS Safari served the background video within browser policy
Customer testimonial surface	Review quotes scattered across product pages with no aggregation surface	Dedicated Customer Wall testimonial surface built at `/pages/customer-wall`, later migrated onto the About Us page, paired with a store activity widget on every product detail page
Home page featured icons	Static markup for the 3 featured icons callout above the fold, developer required for every content swap	Reusable Shopify theme section implementation the merchant edits from the admin without a developer in the loop
Review widget presentation	Default Areviews Reviews Importer output clashing with the theme section styling on the product detail page	App layout selection surfaced to the merchant for sign off, theme CSS selectors scoped to coexist with the app injected CSS without `!important` escalations
Strikethrough slashed price display	Promotional discount shown through hardcoded strikethrough markup, drifting from the real variant pricing when merchants updated the admin	Reference price display bound to the selected variant's native `compare_at_price` field, carrying the crossed out figure that updates as the shopper selects a different variant. Transaction pricing including Shop Pay checkout totals and Afterpay installment amounts reads the selling price and applicable discounts, as the platforms require
Theme deployment risk	Theme code edits applied against the live theme, every ticket carried deployment risk on paid traffic	Draft theme per scope campaign, `preview_theme_id` URL for sign off, promotion to live controlled by the client
Subscription revenue	No subscription offering, all storefront revenue was single purchase	Recharge subscription setup live on the storefront catalog, subscription customer LTV lifted to 1.5 times the previous active customer level
Mobile product detail page LCP	Tolstoy video widget competed with the hero image for bandwidth on first load, pushing hero render past the 2.5 second Core Web Vitals Good threshold	Hero image prioritised and the Tolstoy widget deferred, mobile Largest Contentful Paint averaged 3.8 seconds across the product detail page catalog after the fix
Theme platform compatibility	Theme code tied to the pre Online Store 2.0 legacy sections only architecture	Templates adapted to Online Store 2.0, with sections on every page, JSON templates, and native metafields in the admin
Shopify tier and commercial surface	Standard Shopify, retail distribution scaling faster than the storefront's commercial surface	The storefront on Shopify Plus, with Clixlogix engineering 6 streams of work across the upgrade

Table 1 - The storefront before and after the 13 month engagement

How the engagement ran

13 month continuous Shopify engineering partnership. Clixlogix set the delivery method, the client controlled the promotion point on every ticket.

Delivery discipline - Every theme code change staged on a duplicate of the live theme, previewed on a native Shopify preview URL via the preview_theme_id query parameter, and promoted to live on the client’s sign off. App configuration, Recharge selling plan changes, and shared product data changes released through the live admin per Shopify’s platform model, with their own change control on each surface.

Access model - Store collaborator accounts issued through the Shopify Partners dashboard. The audit trail on every edit tied to a named engineer. No shared merchant credentials ever changed hands.

Role shape - Clixlogix carried the Shopify engineering, review of the installed app stack, admin surface design, theme code, subscription setup, and the Online Store 2.0 migration. The client controlled content supply, price updates on the admin, app layout selection, and the promotion decision on every round.

What Clixlogix built across 13 months

Installed app stack cleaned up

Clixlogix retired the overlapping review app and consolidated reviews on Areviews Reviews Importer, which imports marketplace reviews from Amazon and Walmart via the Areviews Chrome extension and 9 further marketplace sources (Areviews product page). The brand sells on Amazon and Walmart as retail channels, so Areviews pulls marketplace earned reviews back onto the DTC storefront as social proof on the Shopify product detail page.

SMS consolidated onto Klaviyo, which the client’s marketing team was already running for email. Clixlogix retired 2 overlapping SMS apps and routed SMS through Klaviyo, which kept customer segmentation, attribution, and campaign scheduling on one stack across email and SMS. Across the review and SMS consolidations, they cut recurring SaaS cost from the retired apps and reduced the storefront’s installed app render footprint, which simplified the review and marketing surfaces that the engagement’s later layout work and subscription setup built on top of. The specific cost figures sit on the client side.

Product detail page conversion work

The client’s product detail page carries 2 distinct media treatments. The first is a branded background animation of the shower tablet in flight, which plays on every product detail page as part of the sensory merchandising above the fold. The second was a Tolstoy video widget showing customer videos further down the page, which was downloading content on first load and competing with the hero image for mobile bandwidth. Clixlogix enhanced the first and resolved the contention from the second.

Fig 2 - 2 media treatments on the client’s product detail page. The branded background animation sits above the fold on a per product background colour. The Tolstoy customer video widget sits below the fold with deferred loading, so the hero image renders without bandwidth contention on first paint.

On the background animation, each product carries a background colour that matches its scent, held on a Shopify metafield surfaced in the product admin so a non technical operator could add a new scent product and set its colour from the admin without a theme code change. Container dimensions were reserved in CSS before the video asset loaded so the video container did not cause layout shift on first paint (web.dev on CLS). The video markup carried the autoplay, muted, and playsinline attributes to support mobile autoplay within browser policy (MDN on the HTML video element); browsers can still block autoplay on power or data saving modes, and the fallback is a visible play control.

The strikethrough slashed price display on the product detail page bound to the selected variant’s native compare_at_price field.

sections/product-price.liquidliquid

{% assign variant = product.selected_or_first_available_variant %}
{% if variant.compare_at_price > variant.price %}
  <span class="price-compare">{{ variant.compare_at_price | money }}</span>
{% endif %}
<span class="price-current">{{ variant.price | money }}</span>

Reading from the selected variant lets the display update as the shopper selects a different variant through the storefront’s variant selection JavaScript, which the storefront already carried from the product form. The compare_at_price primitive supplies the crossed out reference figure on the storefront. Transaction pricing, including Shop Pay checkout totals and Afterpay installment amounts, reads the selling price and any applicable discount, as the platforms require (Shopify Help Center on sale pricing). Separating reference display from transaction pricing kept the display accurate and the installment math correct.

Fig 3 - The compare at price field on the product variant feeds the reference display on the storefront theme and the Storefront API. The selling price and applicable discount feed transaction pricing on Shop Pay’s checkout and Afterpay’s installment calculator. Reference and transaction stay on their own paths.

Clixlogix engineered a set of specific Afterpay and Shop Pay cart edge cases that most Shopify theme deployments silently misfire on. Each fix is anchored to a Shopify or Afterpay developer documentation reference.

Edge case	Storefront example	Clixlogix developer fix
`Afterpay` installment amount stays stale	Customer changes quantity or adds another shower steamer pack, but the cart drawer still shows installments calculated from the previous subtotal.	Connect Afterpay messaging to the drawer's current subtotal and refresh after cart updates. Afterpay documents specific drawer selectors and an observer target. (Afterpay documentation)
Messaging reads the crossed out price	A discounted product displays an installment estimate from `compare_at_price`. The crossed out reference figure appears in the installment math where the current selling price should be.	Correct the price source to the selling price and refresh when the selected variant changes. Shopify treats compare at price as storefront reference pricing; checkout displays the selling price. (Shopify Help Center on sale pricing)
Checkout starts before a cart update completes	Customer increases quantity or accepts an add on, then immediately taps Shop Pay. Checkout receives the earlier cart state.	Finish pending cart requests before allowing checkout, then refresh totals. The symptom is a custom JavaScript timing issue on the storefront side; Shop Pay behaves as expected when the cart state is final before checkout starts.
Cart offers or gift details are bypassed	A product page Shop Pay button skips the cart step where a gift, bundle selection, or gift wrapping option would normally be added.	Ensure required selections reach checkout through supported mechanisms, or route that purchase through the cart. Shopify warns about compatibility with apps that modify carts and unsupported cart attributes. (Shopify Help Center on dynamic checkout)
Shop Pay buttons disappear after drawer updates	Buttons show when the drawer first opens, then disappear or duplicate after quantity changes replace the drawer HTML.	Use Shopify's supported rendering approach for accelerated checkout buttons and remove conflicting custom initialization. (Shopify dev docs on accelerated checkout)
Subscription selection fails to carry through	Customer selects Subscribe and Save, but a custom purchase button submits a one time purchase, losing the subscription price and frequency.	Pass the selected `selling_plan` consistently through product forms and cart requests. Shop Pay supports subscriptions at participating stores; eligibility for other payment methods requires separate checks. (Shopify Cart API reference)

Table 2 - Afterpay and Shop Pay cart edge cases engineered on the product detail page

The last conversion ticket on the product detail page addressed the Tolstoy video widget contending with the hero image for mobile bandwidth on first load. Clixlogix prioritised the hero image on first load with loading="eager" and fetchpriority="high", added an explicit <link rel="preload"> where the browser otherwise discovered the hero late in the critical path, deferred the Tolstoy widget initialisation, and tied video widget loading to viewport proximity and user interaction. Mobile Largest Contentful Paint averaged 3.8 seconds across the product detail page catalog after the fix, which is a meaningful improvement on the pre fix contention state. The 2.5 second Core Web Vitals Good threshold required further performance work beyond this fix, which stayed on the storefront’s performance roadmap for ongoing optimization after the engagement.

Social proof and merchant edited surfaces

Fig 4 - The Customer Wall testimonial page and the live store activity widget on every product detail page work together as social proof surfaces. The widget pulls recent store activity into the buying window on the product page itself.

A new Customer Wall testimonial surface was built at the storefront path /pages/customer-wall as a dedicated customer testimonial page, assigned through the standard Shopify Page admin workflow via the page.customer-wall.liquid template suffix. The testimonial content has since moved onto the brand’s About Us page as the storefront information architecture evolved; the engineering primitives are the same.

Clixlogix paired the testimonial page with a live store activity widget embedded on every product detail page, surfacing recent purchases, adds to cart, and reviews. The client installed click tagging on the widget and measured interaction on every product detail page. The widget was intended to surface recent store activity at the point of sale so visitors could see store signals during the buying decision, and the tagged interaction confirmed the widget was being clicked on inside the buying window.

The 3 featured icons callout above the fold on the home page became a reusable Shopify theme section the merchant edits natively from the admin customiser. Section schema design carried 3 repeating blocks, each with a Shopify image_picker setting for the icon asset, a text setting for the heading, and a richtext setting for the supporting copy, plus section level settings for section heading, background colour, and spacing. A non technical operator at the client’s team could reorder the icons, swap imagery for a seasonal campaign, or hide a block entirely. The same section implementation, template plus rendering code, was reused for the “why people love it” section on the home page, so a rendering or template change applied to both surfaces, while each surface carried its own merchant content through its own admin block values.

The storefront’s customer reviews were powered by the Areviews Reviews Importer Shopify app. The right fix on review layout was a configuration selection in the app’s own admin, so Clixlogix identified the display layouts the app supported at areviewsapp.com/Design_options and surfaced the full option set to the client for selection. Where the app’s injected CSS clashed with the theme’s section styling, Clixlogix scoped the theme’s selectors so they coexisted with the app layout without !important escalations, which reduced the specificity conflicts the theme carried against the app’s output.

Subscription revenue through Recharge

Clixlogix engineered a subscription offering on the storefront through the Recharge Shopify app, so recurring purchases of shower tablets became a native selling plan on the catalog. Selling plans sat against the Shopify product and variant model, so the storefront offered subscribe and save pricing against the same products that sold on single purchase. Cart integration carried selling plan context through to the Shopify checkout and surfaced the recurrence term to the customer before pay. Customer account management ran through Recharge so active subscribers could pause, update payment, and adjust recurrence from their own storefront account. Subscription customer LTV lifted to 1.5 times the previous active customer level once the setup was live.

Structural technical SEO on the Shopify theme

The client’s marketing head set the structural technical SEO directives for the Shopify theme. Clixlogix delivered the engineering on 3 directives, each anchored to a Shopify theme primitive and shipped on the draft theme workflow before promotion. The engineering value sat in picking the right Shopify primitive for each directive, checking for existing app injected overrides at the time of the engagement and setting the verification as a repeat check after relevant app updates, and keeping the pagination navigation crawlable so search engines could reach subsequent collection pages. Measurable outcomes on organic traffic, Search Console impressions, and keyword movement sit with their SEO team, which held the analytics access and the reporting cadence on this engagement.

The first directive, canonical hygiene on duplicate product paths. Shopify exposes a product through 2 routes, /products/<handle> and /collections/<handle>/products/<handle>. Both routes should resolve to a single canonical URL in the page <head> through {{ canonical_url }}, which already consolidates collection product paths and variant parameters to the main product URL.

layout/theme.liquidliquid

<link rel="canonical" href="{{ canonical_url }}">

Clixlogix verified the tag was present on every product template and checked for conflicting app injected overrides. Product card links across collection pages and the home page moved from {{ product.url | within: collection }} to {{ product.url }} where collection context was unnecessary, with breadcrumbs and collection navigation checked after the change.

The second directive, canonical handling on filters and variant URLs. Collection filters and variant URLs generate duplicate indexable surfaces. Clixlogix engineered the following handling across them.

URL type	Clixlogix handling
Product with `?variant=123`	Canonical points to the main product URL. Variant selection continues to work for shoppers and shopping feeds.
Collection with sorting parameters	Consolidated to the preferred collection URL through the canonical tag on each sorted view.
Routine filter combinations	Blocked from crawling through the targeted `robots.txt` rules Clixlogix added after a review of the existing rules. The SEO team held the follow up decision on whether any still indexed combinations needed further handling, since `robots.txt` controls crawling and does not by itself remove a URL from search results (Google robots.txt introduction).
Valuable filtered category	Set up as dedicated collection pages, each with its own content, internal links, and a self canonical.

Table 3 - Canonical handling across collection filters and variant URLs

Google recommends omitting optional variant parameters from the canonical URL. For large filter combinations, canonical tags alone provide limited control over crawling, so the engineering combined canonical tags with targeted crawl controls.

The third directive, pagination on collection pages. Collection pagination needs 2 things working together: crawlable navigation so search engines can reach subsequent pages and the products listed there, and distinct self canonicals so sequential pages stay as separate indexed URLs on the search index. Clixlogix engineered distinct URLs per page such as ?page=2, a self canonical per page so page 2’s canonical points to page 2 and page 3’s canonical points to page 3, standard <a href> next and previous navigation that search crawlers can follow, back links from paginated pages to the main collection, and crawlable pagination sitting alongside infinite scroll or Load More where present. Google recommends both separate canonicals for paginated pages and sequential HTML links, and no longer uses rel="next" and rel="prev" as pagination signals.

Online Store 2.0 migration

Fig 5 - Shopify theme architecture before and after the Online Store 2.0 migration Clixlogix engineered. The engagement’s prior shipped features carried forward while high traffic templates adapted to sections on every page and JSON composition.

Shopify shipped Online Store 2.0 later in the engagement, introducing sections on every page, JSON templates, and native metafields in the admin. Clixlogix engineered the migration so the engagement’s prior shipped features carried forward while the underlying templates adapted to the new architecture. High traffic templates converted to JSON composition, and metafield definitions moved onto the native admin surface. The 3 featured icons section was already a native admin editable Shopify section, so it carried forward unchanged on the Online Store 2.0 architecture. The Customer Wall page template adapted onto a sections enabled Page template. The slashed price display continued to read the selected variant’s compare_at_price on the new architecture.

Shopify Plus upgrade

Fig 6 - 6 streams of Clixlogix engineering around the client’s Shopify Plus upgrade. Each stream describes a concrete change for the merchant or customer.

The client’s retail distribution reached Target, Walmart, CVS, and Amazon during the engagement. The brand upgraded to Shopify Plus, which brought additional checkout capabilities to the storefront. Clixlogix structured the engineering around the upgrade into 6 streams, with each stream describing a concrete change for the merchant or customer.

Stream	What changed for the merchant and customer
Mobile product page performance	The Tolstoy widget was deferred and the hero image prioritised with `loading="eager"` and `fetchpriority="high"`, so the hero rendered independently of the widget on first load. Mobile LCP averaged 3.8 seconds across the product detail page catalog after the fix.
Subscriptions, bundles, and gifts validated end to end	Subscribe and save selling plans, bundle configurations, and gift selections were tested across cart updates, the Plus checkout flow, and recurring price and frequency carry through, so a customer who selected a subscription on the product page reached checkout with the same selling plan and price.
Plus checkout capabilities	Delivery information fields, gift messaging, and custom fields were added to the Plus checkout where the merchant needed them. Checkout branding aligned to the storefront theme so the customer stayed in a consistent visual environment from product page to confirmation.
Promotion controls	Discount rules, gift thresholds, and exclusions were implemented across individual products, bundles, and subscriptions through the Plus discount and script capabilities, with scheduled campaign behaviour tested for edge cases across product combinations.
Purchase tracking	Completed purchase events, revenue values, subscription events, consent handling, and duplicate tracking were validated across the analytics pixels, so marketing attribution and finance reporting read consistent numbers.
Retail and fulfilment integration	SKU identifiers mapped between Shopify and the brand's retail distribution partners for inventory ownership, order routing, fulfilment updates, and integration failure handling.

Table 4 - The 6 engineering streams around the Shopify Plus upgrade

Ongoing storefront enhancements

Across the 13 month engagement, Clixlogix shipped a further set of ongoing storefront enhancements beyond the shipped work above, each one extending an earlier component or accommodating a campaign, catalog change, or seasonal push. New SKUs inherited the product detail page video engineering through an asset upload and a product field update; new campaigns reused the home page section implementation; new subscription SKUs sat on the Recharge selling plan model Clixlogix had set up earlier. The total shipped list across the programme was more than 10 distinct storefront features.

Results

Storefront conversion rate lifted 28% in first 2 months of rollout

Client storefront conversion rate lifted 28% within 2 months of Clixlogix early rollout.

Subscription customer LTV lifted to 1.5x via Recharge setup

Client subscription customer LTV lifted to 1.5x the previous level via Clixlogix Recharge setup.

10 plus storefront features shipped on one engagement

The client shipped over 10 new storefront features across one long Clixlogix programme.

PDP widget interaction tagged on every product page

The client tagged widget interaction on every PDP across the catalog with Clixlogix.

Hero LCP freed from Tolstoy widget contention

Clixlogix engineered the hero image free of Tolstoy widget bandwidth contention on mobile.

Shopify Plus upgrade carried end to end on one engagement

Clixlogix shipped performance, promotions, and tracking around the Shopify Plus upgrade.

What the client can do now

The client edits the 3 featured icons callout and the “why people love it” surface on the home page from the Shopify theme customiser, with icons, headings, copy, background colour, and spacing all native to the admin.
They add a new scent product to the catalog and inherit the same product detail page video engineering with an asset upload and a product metafield update, with the per product background colour set from the admin.
They update product variant prices from the Shopify admin and the strikethrough slashed price display stays bound to the selected variant’s compare_at_price on the product detail page.
They control which customer reviews surface on the storefront through the Areviews Reviews Importer app admin, with the theme CSS scoped to coexist with the app’s injected styling.
They sell subscriptions on the storefront catalog through Recharge, with active subscribers managing their recurrence from their own customer account.
They own the testimonial content on the About Us page and the live store activity widget on every product detail page.
The storefront runs on Online Store 2.0, with sections on every page, JSON templates, and native metafields in the admin available to the merchant without developer involvement.
The storefront runs on Shopify Plus with the checkout capabilities, promotion controls, and purchase tracking Clixlogix engineered across the upgrade available to the merchant.
They promote storefront theme changes to the live site on their own authority, with a reviewed draft theme and a native Shopify preview URL on every round.

Technologies and Tools

Area on this engagement	Technologies and tools
Storefront platform	Shopify, migrated to Online Store 2.0, upgraded to Shopify Plus later in the engagement
Access and workflow	Shopify Partners dashboard store collaborator access, Shopify duplicate theme as the staging unit for theme code changes, native Shopify preview URL via `preview_theme_id`
Templating	Shopify Liquid, theme sections and blocks, `settings_schema.json`, `product.liquid`, `page.liquid` with template suffixes including `page.customer-wall.liquid`, JSON templates on Online Store 2.0
Commercial primitives	Shopify product and variant model, `compare_at_price` as the storefront reference price primitive, selling plans for subscriptions, native metafields on Online Store 2.0
Subscription setup	Recharge Shopify app, Shopify selling plans, cart integration carrying selling plan context into checkout, customer account subscription management
Mobile LCP discipline	Hero image prioritised with `loading="eager"` and `fetchpriority="high"`, `<link rel="preload">` where the browser discovered the hero late, Tolstoy widget initialisation deferred, widget loading tied to viewport proximity and user interaction
Core Web Vitals discipline	Reserved container dimensions in CSS before asset load on the video container, image dimensions declared on the hero, Lighthouse scoring as the baseline
Media delivery	Shopify files CDN at `cdn.shopify.com` for product and background video assets, HTML5 video with `autoplay`, `muted`, and `playsinline` attributes for mobile autoplay within browser policy
Reviews	Areviews Reviews Importer Shopify app with marketplace import from Amazon and Walmart via the Areviews Chrome extension, theme CSS selectors scoped to coexist with the app's injected CSS without `!important` escalations
SMS and email marketing	Klaviyo consolidated as the single email and SMS stack after 2 overlapping SMS apps were retired
Checkout and payments	Shopify checkout, Afterpay as a buy now pay later integration present at engagement start, Shop Pay on the Shopify checkout stack
SEO primitives on the theme	Shopify's `{{ canonical_url` }} global, `{{ product.url` }} and `{{ product.url \| within: collection` }} Liquid filters, `?variant` parameter handling, self canonicals per paginated collection page, standard `<a href>` next and previous links, `robots.txt` crawl controls on filter combinations, native Shopify Page title and meta description fields on templated pages
Shopify Plus capabilities	Delivery information, gift messaging, custom fields on the Plus checkout, checkout branding, promotion controls through Plus discount and script capabilities, purchase tracking validation, retail and fulfilment integration

Table 5 - Technologies and tools used across the engagement

Services Delivered

Ecommerce, Shopify, Web Development

Team Composition

Senior Shopify Developer, Project Manager

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