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.
St. Louis, MO
Shopify Store Design & Development in St. Louis, MO
Storefronts built for companies whose product knowledge fills three filing cabinets and whose website still lists a fax number.
Delivered remotely for brands across St. Louis and Missouri.
Build · St. Louis
Why St. Louis brands come to us for this
- Product templates that carry specs, tolerances, compliance marks and downloadable drawings without becoming unreadable
- Part-number search that resolves with or without dashes, spaces and legacy prefixes your customers still use
- Customer-segment logic designed at wireframe stage so dealer pricing never leaks to a logged-out visitor
- Ground-delivery reach from a Missouri warehouse shown on the PDP, not hidden in a shipping page
- Heritage merchandising for The Hill and regional food brands: gifting, bundles, ship-safe packaging shown honestly
The build brief in this metro rarely starts with aesthetics. It starts with forty years of part numbers, spec sheets, cross-reference tables and installation PDFs that live in a shared drive, a printed catalog and one person's head. The design question is downstream of a structuring question: what is a product, what is a variant, what is a document, and what is a customer segment that should never see either. Get that wrong and no amount of typography saves the store.
So we design around the way a St. Louis catalog actually behaves. Product templates that can carry dimensions, materials, tolerances, compliance marks and a downloadable drawing without turning into a wall of grey text. Collection pages that filter by the attributes a buyer specifies by, not by the marketing categories somebody invented for the 2014 site. Search that resolves a part number typed with or without the dash, because that is how it gets typed.
The consumer half of this market wants something different again. A brand from The Hill selling salumi and imported pantry goods, a barbecue sauce with a regional following, a leather goods maker trading on a century of local reputation — those stores live or die on gifting, bundles and shipping confidence. We treat heritage as a merchandising asset rather than a paragraph on the About page, because in St. Louis being the established name in a category is worth more than looking new.
Local context
Two audiences, one storefront, and a channel conflict to respect
Almost every build here has to serve a dealer and a consumer from the same catalog without letting either see the other's terms. That is a theme architecture decision, not a plugin decision. We scope customer-segment logic at wireframe stage: which collections a logged-out visitor sees, which products carry MAP-safe pricing, where a 'find a dealer' path replaces an add-to-cart, and how a trade buyer lands somewhere that respects the pricing they have had for a decade. We also design for the region's genuine physical advantage — a warehouse sitting where six Class I railroads and four interstates converge can promise ground delivery times coastal competitors cannot match at the same price, and that belongs on the product page as a delivery promise rather than buried in a shipping policy nobody opens.
Scope
What Design & Build includes
The same standard of work we run for every client — applied to a St. Louis 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 St. Louis store
We do not work off a rate card. Every St. Louis 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 St. Louis — your questions
It is a constraint, not a blocker. Spec-heavy catalogs convert on data completeness and findability far more than on imagery, so the priority is attributes, cross-references and filters. We photograph the top sellers properly, use consistent line drawings or renders for the long tail, and make sure every product carries enough structured data to be filtered, fed and searched. Shooting all 6,000 first would delay launch by a year for very little return.
Yes, and it is one of the more common requirements we build here. Shopify handles it through customer segmentation and, on Plus, B2B company profiles with assigned price lists. The design work is deciding what a logged-out visitor sees at all — some manufacturers show list price, some show nothing and route to a dealer locator. We settle that in the first workshop because it changes the entire navigation.
Partly, and the part it changes is the part you want back. Repeat reorders of known part numbers move online quickly once a customer can see stock, price and a saved order history. Genuine technical conversations stay on the phone, which is fine — that is where your team adds value. The measure worth watching is what share of your inbound calls are people reading you a part number they already knew.
Usually not, and we will often argue against it. If your name has carried weight in this region for three generations, throwing it out to look like a venture-funded startup discards the asset you are actually selling. We tend to modernise the typography, spacing and photography, keep the marks and colours that customers recognise, and spend the budget on catalog structure and page speed instead.
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 St. Louis 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.