Case study

Turning ~$500K/yr of Shopify leakage into a paid-traffic engine.

A-Squared Nutrition is an Amazon-primary US supplement brand with ~70 products and roughly $500K/yr of incidental Shopify revenue. Muscled is building an audience-segmented, navigation-hidden landing page program on native Shopify Liquid, migrating email infrastructure from MailChimp to Klaviyo, and laying the path to Shopify Plus.

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By the numbers

The numbers speak for themselves

Vault-backed numbers. No presentation-grade estimates. Each one is reconcilable to the founder's own reporting.

Audience-segmented landing pages in program scope
50+

Minimum scope of 10 top products by 5 audience angles each. Starting with the top 10 of approximately 20 SKUs (out of 70 total) that can be driven at paid traffic scale.

SRC: Vault client.yaml, sales call transcript, 2026-05-24

Build time per landing page
4-6 days

Per-page build time of 4-6 days on a native Shopify Liquid theme (not Replo). First page locks the template for that product family; subsequent pages in the family only require design swaps.

SRC: Vault client.yaml, sales call transcript, 2026-05-24

Email list cleanup target (MailChimp → Klaviyo)
~50%

Migrating from MailChimp (~25,000 subscribers with significant inactive contacts) to Klaviyo (10,000-12,000 active contacts). Rebuild email infrastructure around the landing page program with segmented flows tied to product-audience targeting.

SRC: Vault client.yaml, sales call transcript, 2026-05-24

A-Squared Nutrition monthly revenue

Post-rebuild growth
Desktop & Mobile

The full homepage, shown two ways

Two side-by-side screenshots of the long homepage. Hover the desktop card to slowly scroll the screenshot top to bottom, so visitors see the entire page without leaving this one.

  • Desktop · full homepage after rebuild
    50+
    Audience-segmented landing pages in program scope (676 mo)
    /mo at peak
  • Mobile-first after rebuild
    Mobile traffic share
    676 mo
    Engagement length
The work

How the engagement unfolded

  1. Engagement start + landing page program scoped

    Apr 2026

    GitHub repo asquared-nutrition-theme (Socialfix theme base) created 2026-04-07. Initial scope locked: audience-segmented, navigation-hidden landing pages for the top 10 of ~20 paid-traffic-driveable products. Minimum 50 pages (10 products by 5 audience angles each). Adam's two in-house designers produce desktop and mobile Figma; Muscled implements on native Shopify Liquid.

    • Repo created
    • Socialfix theme base
    • Native Liquid
    • Top 10 products
    • 5 angles per product
    • Designer-to-dev workflow

  2. Audience-segmented hidden landing page model

    Program build

    Each landing page is matched to a specific audience persona with copy, imagery, and angle tailored to the segment targeted in ads. No header or footer navigation. Users arrive via paid traffic or direct URL only (e.g. /methylene-blue-anti-big-pharma). First page is built, $500-$1,000 of test ad spend applied, data reviewed, tweaks made, another test round, further refinements. The locked template then serves as the base for all future pages in that product family; only design swaps are needed.

    • Hidden navigation
    • Persona-first segmentation
    • Test-and-lock template model
    • Direct URL only
    • Per-family base template

  3. Klaviyo migration + email infrastructure rebuild

    In scope

    Migrating email infrastructure from MailChimp (~25,000 subscribers, much of it inactive) to Klaviyo with a target active list of 10,000-12,000. Email flows are rebuilt around the landing page program: capture emails on landing pages, retarget users, and run them through automations tied to their product-audience segment. Custom developer-level Klaviyo work (metafields, webhook events) confirmed in scope.

    • MailChimp → Klaviyo
    • List cleanup 25K → 10-12K
    • LP-tied segmentation
    • Metafields + webhooks
    • Custom Klaviyo dev

  4. Shopify Plus path + subscription UX

    Forward roadmap

    Subscription UX modeled on Happy Mammoth: one-time vs subscribe-and-save toggle, quantity selector (1 / 2 / 4 jars), delivery frequency dropdown. Implementation lives in JavaScript and CSS inside the subscription app (ReCharge is current; flexible if a preferred app is recommended). Shopify Plus is the near-future goal once the landing page program drives Shopify revenue from ~$500K/yr toward the ~$3M/yr Plus threshold.

    • ReCharge subscription UX
    • One-time vs subscribe-and-save
    • Qty + frequency selectors
    • Shopify Plus path
    • Checkout customization roadmap
Project overview

What we built

A-Squared Nutrition is a US supplement brand with approximately 70 products operating at eight-figure annual revenue across all platforms, with Amazon as the primary engine. The Shopify storefront at asquarenutrition.com is intentionally generic and generates roughly $500K/yr from incidental organic search by Amazon buyers who seek out the brand. Adam, the engagement owner, describes that as leakage rather than a deliberate DTC channel.

Muscled was hired from Upwork in April 2026 to build a deliberate Shopify acquisition channel alongside Amazon: audience-segmented, navigation-hidden landing pages for the top products, an email infrastructure rebuild from MailChimp to Klaviyo, and a path toward Shopify Plus once revenue clears the threshold.

In their own words

(Testimonial TBD. Vault public_phrasing_approved is open as of engagement start.)

A-Squared Nutrition is a US supplement brand with approximately 70 products. Revenue is Amazon-primary at eight figures across all platforms; Shopify generates roughly $500K/yr from incidental organic brand search. Adam runs the engagement, with two full-time in-house designers producing Figma. Muscled was hired from Upwork off the back of the NovaCeramics, Chlorophyll Water, Thirdzy, and Hatch Knee portfolio references.

AdamCo-founder / owner
The challenge

What was holding them back?

The Shopify side had nothing built for paid acquisition. The catalog had real audiences across 70 products, but the storefront was one generic site doing nothing for any specific buyer. Email lived on a MailChimp list with significant inactive contacts. The Amazon package insert program that had previously seeded Shopify traffic was shut down roughly 18 months before engagement start after Amazon began auditing package contents.

  1. 01

    Generic Shopify site doing nothing for any specific buyer

    The existing asquarenutrition.com is intentionally generic to serve a 70-product catalog. Organic traffic from Amazon shoppers searching the brand was generating roughly $500K/yr on Shopify with zero deliberate DTC investment. Adam's framing: leakage. Generic product pages do not speak to any specific buyer and do not justify paid traffic spend.

  2. 02

    No audience-segmented landing pages for paid traffic

    The catalog has approximately 20 products that can be driven at paid traffic scale, with distinct audience personas across them. Berberine maps to 55+, conservative political views. Methylene Blue maps to anti-Big-Pharma skeptics. The site had no infrastructure for persona-matched pages; ads sending traffic to generic product pages were under-converting.

  3. 03

    Email infrastructure on MailChimp with significant dead weight

    MailChimp list of approximately 25,000 subscribers, much of it inactive. Email had been an afterthought because the team did not drive traffic to the website deliberately. Without a clean list and segmented flows tied to product-audience targeting, the landing page program would not be able to capture and convert the traffic it generated.

  4. 04

    Amazon insert program shut down 18 months prior — Shopify traffic only organic

    The package insert program that previously drove Amazon buyers to the Shopify store was fully stopped roughly 18 months before engagement start, after Amazon began auditing the contents of packages. From that point on, all Shopify revenue was incidental organic brand search. A deliberate, scalable Shopify acquisition channel had to be built from scratch alongside Amazon, not in place of it.

Before / After

Before and after

Before

After

Funnel collapse: we removed a full page from the path to purchase.

Solutions

What we built to fix it

Each fix maps to a specific lift in the funnel.

  • Audience-segmented hidden landing pages on native Shopify Liquid

    Persona-first landing pages with no header or footer navigation, accessible only by paid traffic or direct URL. Each page matches copy, imagery, and angle to a specific audience segment (Berberine for 55+ conservative; Methylene Blue for anti-Big-Pharma skeptics). Built on native Shopify Liquid rather than Replo for cleaner, more optimized code with no third-party app layer. First page in each product family locks the template; subsequent pages are design swaps only.

  • Editorial / listicle page methodology for 50+ supplement audience

    Pages look like a news editorial article rather than a supplement e-commerce page: Top 5 ranking format positioning A-Squared as #1, mechanism education section with anatomical diagrams, inline research paper references, us-vs-them competitor comparison, prominent review integration on mobile. Trust signals are Trustpilot-style star ratings, large review counts, and media logo bars. AI-generated imagery via Arcads and Freepik produces demographically appropriate visuals. Modern / trendy aesthetics do not convert for this audience; research-backed, information-heavy design does.

  • Klaviyo migration with list cleanup + LP-tied segmentation

    Migrating MailChimp (~25,000 subscribers) to Klaviyo with a clean target list of 10,000-12,000 active contacts. Email infrastructure rebuilt around the landing page program: capture emails on landing pages, retarget users, and run them through automations tied to their product-audience segment. Custom developer-level Klaviyo work (metafields, webhook events) wired into the new flows.

  • Subscription UX with Happy Mammoth-style toggle + qty + frequency

    Landing pages include a one-time vs subscribe-and-save toggle, quantity selector (1 / 2 / 4 jars), and delivery frequency dropdown under subscribe-and-save. UX modeled on Happy Mammoth's landing page. Implementation lives in JavaScript and CSS inside the subscription app (ReCharge currently) rather than in the Liquid theme. Subscription app is flexible if a preferred alternative is recommended.

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify
    Platform
  • Native Shopify Liquid (Socialfix theme base)
    Theme
  • ReCharge subscriptions
    Subscription
  • Klaviyo (migrating from MailChimp)
    Email infrastructure
  • Amazon Multi-Channel Fulfillment (MCF)
    Fulfillment
  • Arcads
    AI imagery
  • Freepik
    AI imagery
  • Trustpilot-style review proof
    Trust signals
How we engineer performance

Speed is a revenue lever, not a vanity score

Every Muscled build is engineered to the same standard. The numbers below are the published industry benchmarks we design against, not stand-ins for any one client's figures.

conversions per 0.1s of load-time improvement on ecommerce sites.

+8.4%

SRC: DELOITTE / GOOGLE

conversion rate for stores loading under 2s, vs the ~1.4% Shopify average.

2.4%

SRC: SHOPIFY PERFORMANCE DATA

conversion lift per 1s of mobile load-time gained, where 90% of traffic lives.

+10-20%

SRC: SHOPIFY MOBILE BENCHMARKS

// OUR PERFORMANCE GATE we don't ship unless field Core Web Vitals hold: LCP ≤ 2.5s · INP ≤ 200ms · CLS < 0.1 (p75, mobile)

Capability surface

The techniques behind a build like this

Landing page architecture

  • Native Shopify Liquid (not Replo)
  • Hidden navigation per page
  • Direct URL only
  • Socialfix theme base
  • Per-family base template
  • Test-and-lock iteration model
  • Design swap reuse
  • 4-6 day per-page build
  • 10 products × 5 angles minimum scope
  • Top ~20 of 70 SKUs paid-traffic-driveable

Audience targeting + editorial structure

  • Persona-first segmentation
  • Editorial / listicle format
  • Trust signals prominent on mobile
  • Top 5 ranking format
  • Mechanism education + diagrams
  • Inline research references
  • Us-vs-them competitor comparison
  • Anecdotal real-people stories
  • Demographic-correct AI imagery (Arcads, Freepik)
  • Trustpilot-style star ratings
  • Large review-count callouts
  • Media logo bars
  • Information-heavy over trendy aesthetics

Email infrastructure (Klaviyo migration)

  • MailChimp → Klaviyo
  • List cleanup 25K → 10-12K active
  • LP-tied segmented flows
  • Email capture on landing pages
  • Retargeting by product-audience segment
  • Custom Klaviyo metafields
  • Webhook events
  • Developer-level Klaviyo work

Subscription UX + Plus path

  • One-time vs subscribe-and-save toggle
  • Quantity selector (1 / 2 / 4)
  • Delivery frequency dropdown
  • Happy Mammoth reference UX
  • JS/CSS inside subscription app (not Liquid)
  • ReCharge current
  • Subscription app flexible if preferred alternative
  • Amazon MCF fulfillment continuity
  • Shopify Plus path on revenue trigger
  • Checkout customization roadmap
  • Checkout-stage upsell roadmap
Storefronts

One build. Multiple markets.

Same theme code across markets, with localized pricing, currency, and region-specific content routed automatically.

  • United States

    Primary storefront / audience-segmented landing page program
    • Socialfix theme base
    • Native Liquid landing pages
    • Hidden navigation per page
    • Audience-segmented routes
    • Editorial / listicle structure
    • ReCharge subscription UX
    • Klaviyo (migrating)
    • Amazon MCF fulfillment
    United States screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.
Full build · sections

Every section, built mobile-first

The full build is many numbered sections, each designed for the phone first. The rail below shows a sample. Scroll horizontally to step through.

The results

What the work delivered

Each number is reconcilable to the founder's own reporting.

Audience-segmented landing pages in program scope
50+

Minimum scope of 10 top products by 5 audience angles each. Starting with the top 10 of approximately 20 SKUs (out of 70 total) that can be driven at paid traffic scale.

SRC: Vault client.yaml, sales call transcript, 2026-05-24

Build time per landing page
4-6 days

Per-page build time of 4-6 days on a native Shopify Liquid theme (not Replo). First page locks the template for that product family; subsequent pages in the family only require design swaps.

SRC: Vault client.yaml, sales call transcript, 2026-05-24

Email list cleanup target (MailChimp → Klaviyo)
~50%

Migrating from MailChimp (~25,000 subscribers with significant inactive contacts) to Klaviyo (10,000-12,000 active contacts). Rebuild email infrastructure around the landing page program with segmented flows tied to product-audience targeting.

SRC: Vault client.yaml, sales call transcript, 2026-05-24

Ready to ship yours?

Let's talk about what you want to ship.

Active engagement started April 2026. Audience-segmented landing page program scoped at 50+ pages minimum (10 products × 5 angles), 4-6 day build per page, with a locked template that scales by design swap inside each product family. Klaviyo migration with list cleanup and LP-tied segmented flows. Shopify Plus is the near-future goal once the landing page program drives Shopify revenue from ~$500K/yr toward the ~$3M/yr Plus threshold.

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