Digitat
Retail•Shopify Store•2024

UrbanThread E-commerce

A high-performance Shopify store for UrbanThread, a fast-growing streetwear brand, optimized for conversion with mobile-first design and seamless checkout.

UrbanThread E-commerce

Client

UrbanThread

Role

Frontend + Integration

Timeline

8 weeks

Team

2 developers, 1 designer

Overview

UrbanThread was growing rapidly but struggling with cart abandonment (38%) and slow mobile performance. They needed a modern e-commerce platform with optimized checkout flow and social proof to capitalize on their growing customer base.

Process

We conducted UX analysis of their existing store, identified friction points in checkout, tested different layouts with A/B testing, and built a custom Shopify theme. We integrated real-time inventory, advanced product filtering, and marketing automation tools.

Key Features

✓Custom Shopify theme with brand consistency
✓One-page checkout optimized for mobile (simplified from 4 steps to 1)
✓Advanced product filtering by size, color, price, and tags
✓Real-time inventory synchronization
✓Email marketing integration (Klaviyo)
✓Customer review system with photos
✓Abandoned cart recovery sequences
✓Loyalty program integration
✓Social proof notifications (recent purchases, reviews)

Challenges & Solutions

Redesigned to single-page checkout, added guest checkout option, reduced required fields by 60%, and improved payment gateway UX. Abandonment dropped to 18%.

Implemented lazy loading, image optimization (WebP format), code splitting, and removed unnecessary apps. Mobile load time improved to 1.4s.

Added strategic upsell/cross-sell recommendations on product and cart pages using Shopify's AI recommendations. AOVd 22%.

Integrated centralized inventory system syncing all channels in real-time, eliminating overselling incidents.

Results

Cart Abandonment

38%→18%

52% reduction

Mobile Load Time

3.8s→1.4s

63% faster

Conversion Rate

3.2%→4.1%

+28%

Average Order Value

$85→$104

+22%

Mobile Transactions

42%→61%

of total

Customer Satisfaction

4.1→4.7

out of 5

Goals

  • •Increase conversion rate to 4%+
  • •Reduce cart abandonment below 20%
  • •Improve mobile performance
  • •Increase average order value

Tech Stack

  • •Shopify
  • •Liquid
  • •JavaScript
  • •Shopify Plus API

Target Users

  • •Streetwear enthusiasts (18-35)
  • •Fashion-forward Gen Z
  • •Streetwear collectors

Key Learnings

  • •Checkout simplification has exponential impact on conversion
  • •Mobile-first design is non-negotiable for retail
  • •Social proof (recent purchases, reviews) drives impulse buying
  • •AOV can bed through strategic bundling without aggressive upsells

Future Plans

  • •Launch subscription box for recurring revenue
  • •Expand to live shopping features (TikTok, Instagram Live)
  • •Implement AI-powered size recommendation engine
  • •Build mobile app for push notifications and loyalty rewards