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Combat sports store · Shopify

Techniques Combat

Why were a gear store’s checkouts climbing while its orders fell, and what should the store look like once it was safe?

Services

  • Investigation
  • Redesign
  • Speed
Techniques Combat home page on a phone.

In short

Bot checkouts traced to their source, then a redesign built around film, live the same evening.

What it looks like

The product page for a pair of MMA gloves.
The campaign grid on the home page.
A collection page.

On a phone

  • The product page on a phone.

What was measured

  • Home page largest paint from 15.3 s to 0.64 s on a phone

    Lab measurement before and after

CreditThe drop in fake checkouts came from the checkout protection the owner switched on.

What I found

  1. Bots were creating checkouts and flooding Meta with fake checkout signals.
  2. A DNS firewall would not help, because Shopify does not enforce where traffic comes from.
  3. The tag manager was loading twice.
  4. The home page’s largest paint was a slide appearing 15 seconds after load.

What I decided

  1. Protection at the checkout, ads optimised for purchases, and no DNS proxy.
  2. A redesign on a copy of the theme, with a one-step rollback.
  3. Later hero slides drawn so they no longer count as the largest paint, the pop-up held until the first touch, and lighter video.

What shipped

  • A redesign live the same evening
  • A video hero and shoppable film reels
  • A product page with a sticky add-to-bag and a phone photo collage
  • A privacy policy and terms

Before and after

The home page on the previous theme.
Home page, the previous theme and the redesign.
The previous home page on a phone.
Home on a phone, old and new.
The product page on the previous theme.
The product page, old and new.

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