Landing Pages: From Hard-Coded to High-Converting
The original landing pages for etee’s hero products were visually cluttered, difficult to maintain, and prone to breaking. Prices, images, and content were all hard-coded, which meant that any changes to product data (like a price update or image swap) wouldn’t flow through — leading to inconsistencies that hurt conversions and undermined trust.
I rebuilt these landing pages from the ground up using dynamic, modular sections powered by Shopify metafields. Everything from the headline, imagery, star icons, and button text — right through to the featured product and variant — can now be controlled from the backend without needing a developer.
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Key improvements included:
- Enhanced review flow: I replaced the old “scroll-to-div” review approach with a custom modal. Customers can now read reviews in an overlay and return to their spot on the page without losing their place.
- Live product data: No more hard-coded prices or images — everything is synced to Shopify’s product data via metafields.
- Automatic cart logic: I added JavaScript that automatically adds the correct product variant to the cart, especially useful for Buy X, Get Y promotions. Previously, customers had to manually add the freebie item, which led to confusion and lost sales.
- Fully dynamic promotions: The freebie product can now be updated by simply entering a variant ID in the backend, giving the team full control over what’s added to cart.
- Streamlined experience: What was previously a clunky three-step funnel is now a smooth single-page experience. Clicking the CTA adds the product to cart and scrolls the user down to a curated section of related products — no page reloads or disruptions.
- Improved UX/UI: I restructured the layout to follow visual hierarchy and conversion-focused design principles — adding white space, grouping information logically, and guiding the eye with purposeful styling.
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Improving site speed
When I first joined etee, the site speed was sluggish with poor Core Web Vitals and long blocking times. I was able to significantly improve metrics like Largest Contentful Paint (LCP), First Contentful Paint (FCP), and Total Blocking Time (TBT) despite structural limitations and a number of required third-party apps (JudgeMe, Klaviyo, TikTok, Facebook, etc.) I implemented implemented several performance-focused improvements to boost load speed and user engagement, including optimising images, implementing lazy loading for non-critical assets, reducing and deferring JavaScript, and leveraging browser caching wherever possible. These changes created a faster, smoother experience for users and aligned with SEO best practices — all while maintaining the functionality required for marketing and analytics. The result is a more efficient and sustainable platform that reflects etee’s mission of simplicity and sustainability.
| Metric | Aug 2024 | Apr 2025 | % Change |
|---|---|---|---|
| Performance Score | 45 | 82 | 82.2% |
| Largest Contentful Paint | 3.5 s | 2.3 s | 34.3% |
| First Contentful Paint | 0.7 s | 0.6 s | 14.3% |
| Total Blocking Time | 1,340 ms | 40 ms | 97.0% |
| Cumulative Layout Shift | 0.005 | 0.003 | 40.0% |
| Speed Index | 2.6 s | 2.4 s | 7.7% |