Conversion-Led UX & Wireframes
Wireframes for home, collection, product, cart and checkout drawn from your own session recordings, site-search logs and support tickets. Not a template library.
San Diego, CA
Shopify Store Design & Development in San Diego
We build Shopify storefronts for San Diego brands whose product is genuinely technical — supplements, formulations, gear — and whose product page has to prove it.
Delivered remotely for brands across San Diego and California.
Build · San Diego
Why San Diego brands come to us for this
- Supplement facts, COA links and dosage tables built as real metafield templates, not pasted images
- Variant logic that handles 30/60/90-day supplies and subscribe-and-save without a second app
- Board, wetsuit and apparel sizing UX for North County hardgoods catalogues with deep variant counts
- Age gating and state shipping rules for San Diego craft beverage and CBD-adjacent brands
- Spanish-language storefront scoped from day one, because a border metro buyer base deserves it
A San Diego product page carries a heavier load than most. If you are formulating out of Sorrento Valley, the thing that sells your product is a dosage table, a certificate of analysis, a sourcing note and a bioavailability explanation — and none of that fits in the three-bullet template a bought theme gives you. If you are a North County hardgoods brand, it is board dimensions, flex ratings, rider weight ranges and a fit chart. Either way, the default Dawn product template runs out of room on the first scroll.
So we design the templates around the evidence. Metafield-driven spec tables, a supplement facts panel that renders correctly on a 375px screen, expandable ingredient rationale, lot-level test result links, and a variant picker that handles a 30-day versus 90-day supply without making the customer do arithmetic. Then we cut everything that does not earn its weight, because the same shopper is reading this on LTE somewhere on the 5 between Encinitas and downtown.
The build ships as a native Online Store 2.0 theme in commented Liquid, no page-builder app underneath it. That matters here specifically: supplement and skincare brands revise claims language constantly as regulatory review comes back, and your copywriter should be able to change a headline at 4pm without filing a ticket to a developer three time zones away.
Local context
Built for a catalogue that has to justify itself
San Diego's brand base skews toward products that are researched before they are bought — nutraceuticals from the Torrey Pines and Sorrento Valley cluster, science-forward skincare, technical surf and skate hardgoods out of Carlsbad and Encinitas, craft beverage from the Miramar corridor. Nobody in those categories converts on a lifestyle photo alone. We treat the PDP as a document: structured specifications in metafields rather than a description blob, third-party testing surfaced instead of buried, and honest lead times on made-to-order and small-batch items. It also means age gating, state-by-state shipping restrictions and DSHEA-safe claims handling get designed in at wireframe stage, not patched in the week before launch when legal finally reads the site.
Scope
What Design & Build includes
The same standard of work we run for every client — applied to a San Diego brand’s realities.
Full service detailCustom Online Store 2.0 Theme
A bespoke theme in clean, commented Liquid with modular sections your team can rearrange themselves. Zero dependency on page-builder apps.
Merchandising & Navigation System
Collection architecture, filtering, badging and cross-sell rules mapped to how your catalogue actually sells. Bestsellers surface; dead stock stops eating grid space.
Speed Budget & Core Web Vitals
Image pipeline, third-party script audit and app cleanup enforced against a hard budget: LCP under 2.5s on 4G mobile, CLS under 0.1, INP under 200ms.
Catalogue & Content Load
Products, variants, metafields, collection copy and redirects loaded and QA'd in a dev store before cutover. You review a real store, not a Figma file.
Launch, Handover & Documentation
Loom walkthroughs, a written theme guide and 30 days of post-launch fixes included. Your team owns the store from day one.
Scoped and quoted for your San Diego store
We do not work off a rate card. Every San Diego engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
Discovery & Data Pull
Two weeks inside your analytics, heatmaps, site search and support inbox. We leave with a ranked list of what is currently costing you revenue.
Architecture & Wireframes
Sitemap, template inventory and grey-box wireframes for every page type. Signed off before a single pixel gets designed.
Design System
Figma component library, type scale and every awkward state: empty cart, sold out, pre-order, bundle, back-in-stock, subscription upsell.
Build & QA
Liquid development in a dev store, tested on real devices and against your live app stack. Accessibility checked to WCAG 2.1 AA.
Launch & Measure
Redirect map, tracking validation, DNS cutover on a low-traffic window. Then 30 days of monitoring against the pre-launch baseline.
Proof
Design & Build results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Performance Apparel (DTC)
~$6M/yr DTC, 900+ SKUs across size and colour variants, US · Shopify Plus
Returns ran at 31% and refund cost consumed the entire paid media margin. One size chart image served 40 different fits, and 62% of add-to-carts started on a collection page that never showed variant availability. The named constraint: no new product photography budget, so every fix had to come out of the existing asset library and the review corpus.
+29%sitewide conversion rate1.71% to 2.21%, five-month average
+14%average order value$84 to $96 once the threshold bar and cross-sell shipped
31% → 22%return ratenine-point drop, roughly $310k/yr in recovered margin
1.9x → 2.4xblended MERwith paid spend held flat throughout
Home Goods & Furniture
~$11M/yr, 2,300 SKUs, configurable upholstery, US · Shopify Plus + Hydrogen storefront (Oxygen)
Fabric, leg and size options turned 2,300 SKUs into more than 40,000 variant permutations, and the Liquid theme rendered a configurable PDP in 6.9 seconds on mobile. Collection filtering ran client-side, so 40% of shoppers left before the first product painted. The named constraint: the ERP stayed. It was the single source of truth for stock and lead times and was not up for replacement.
6.9s → 1.4smobile LCP75th-percentile field data on configurable PDPs
+64%CVR on configurable products0.44% to 0.72%. Sitewide conversion rate rose 23%
+52%organic sessionsserver-rendered facets made 1,900 filter combinations indexable for the first time
+$2.4Mincremental annualized revenuemonth-8 run rate vs. the pre-build baseline
In their words
Clients on this work
AOV $58 → $79
“Full rebuild in 11 weeks, launched two days before Black Friday, which was an aggressive ask and probably a stupid one on my part. They pushed back hard on three homepage ideas I was attached to and were right about all three. AOV went from $58 to $79, mostly off the bundle builder they put on the product page.”
CEOHome fragrance brand, ~$6M/yr · Phoenix, AZ
Verified via Shopify Partner referralFAQ
Design & Build in San Diego — your questions
Yes, and we prefer to have them in the room during wireframes. We build the persuasion out of things you can substantiate: full ingredient disclosure with dosages, third-party test results, sourcing and formulation rationale, and structured customer experience. The pages that survive review in this category usually convert better than the vague-benefit versions they replace, because researched buyers were never going to be moved by adjectives.
Volume is not the problem; taxonomy is. Deep action-sports catalogues fail on findability long before they fail on capacity — a buyer looking for a 5'10" board in a specific volume range needs faceted filtering on real spec fields. We model the collection structure, metafields and filters before the theme gets designed, which is the opposite order to how most agencies work.
No. ConversionEX is based in Albuquerque. We work with San Diego brands remotely and travel out for kickoffs, photo direction and quarterly planning. Mountain time puts us one hour ahead of you, so our morning covers your inbox before you open it.
If your brand work is strong — and a lot of North County and Little Italy brands have genuinely good identity work already — and the problem is speed, editability or a PDP that cannot hold your spec data, a like-for-like rebuild ships faster and costs less. We tell you which one you need in the audit rather than defaulting to the bigger project.
Eight to twelve weeks for most brands, from kickoff to live. A single-catalogue store with clean product data lands closer to eight. Add subscriptions, B2B, or a multi-market rollout and you are looking at fourteen to eighteen. We give you a dated Gantt in week one and update it weekly.
We build on Shopify's Dawn reference theme and replace the sections we need. That gives you Shopify's own performance and accessibility baseline plus a codebase that survives platform updates. Premium themes carry code you will never use and cannot safely delete.
That is the point. Every content block is a native theme section with a schema your merchandiser can configure in the theme editor. You get a written guide and recorded walkthroughs. If you still need us for a homepage change, we built it wrong.
Next step
Design & Build for your San Diego brand.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.