Case study

B2B lab supply, rebuilt for the professional buyer.

4E's USA is the North American arm of Four E's Scientific, supplying pipettes, stirrers, centrifuges, vortex mixers, and dry bath incubators to labs, research institutions, hospitals, and universities. Muscled rebuilt the Shopify store around the lab-buyer journey: spec tables, compare tables, bulk pricing requests, a subscription flow for replenishment, and a streamlined checkout. The result: $100K+ in post-engagement sales, 75% cart abandonment reduction, 120% mobile conversion lift.

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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.

Post-engagement sales
100K+

$100K+ in sales generated after the redesigned Shopify store went live. Source: 4E's USA case study page, case_study_bottom section.

SRC: Muscled case study page (templates/page.4es-usa.json), 2023-04-04

Cart abandonment reduction
-75%

75% reduction in cart abandonment after the streamlined checkout flow. Lab buyers (procurement officers, research scientists) make repeat replenishment purchases, so checkout friction was directly hurting LTV.

SRC: Muscled case study page (templates/page.4es-usa.json), 2023-04-04

Mobile conversions lift
+120%

120% increase in mobile conversions following the responsive PDP and navigation rebuild. Critical for buyers browsing instruments away from their bench.

SRC: Muscled case study page (templates/page.4es-usa.json), 2023-04-04

Engagement boost
+60%

60% engagement boost from the redesigned landing page, improved navigation, and product recommendation surfaces.

SRC: Muscled case study page (templates/page.4es-usa.json), 2023-04-04

4E's USA 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
    100K+
    Post-engagement sales (639 mo)
    /mo at peak
  • Mobile-first after rebuild
    Mobile traffic share
    639 mo
    Engagement length
The work

How the engagement unfolded

  1. B2B lab-buyer discovery and design

    Mar 2023

    4E's USA came in needing a Shopify store that respected the professional-buyer journey: lab managers, procurement officers, and research scientists comparing specs across pipettes, magnetic stirrers, centrifuges, vortex mixers, and dry bath incubators. Discovery surfaced four leaks: no subscription for replenishment buyers, a checkout flow driving cart abandonment, an outdated visual design, and no upsell or bundle mechanics. Figma design preceded the build.

    • B2B discovery
    • Figma design
    • Lab-buyer journey mapping
    • Spec-driven PDP planning

  2. Shopify theme rebuild with B2B PDP architecture

    Mar - Apr 2023

    Full Shopify theme rebuild on a Dawn (Liquid/CSS/JS) base. Built specification-data-table.liquid for technical spec tables (critical for lab equipment buyers comparing pipette ranges, stirrer RPM, centrifuge G-force), compare-table.liquid for cross-product comparison, request-bulk-pricing.liquid for B2B volume quote requests, plus description-section, custom-slider, review-section, review-carousel, accordion-tab, three-images-with-text, banner-custom, and iconSection. 12 custom product templates and 13 custom collection templates covered the SKU range (Precipette pipettes, Per4mance pipettes, Benchmate, dry bath, overhead stirrers, shakers, vortex mixers, accessories).

    • Dawn theme base
    • 12 custom product templates
    • 13 custom collection templates
    • Specification data tables
    • Compare tables
    • Bulk pricing request form (B2B)

  3. Subscription flow + AOV mechanics

    Apr 2023

    Implemented a subscription model alongside one-time purchase options, addressing the missing recurring-revenue flow for replenishment buyers (pipette tips, consumables, accessories). Paired with upselling techniques and bundle options on PDPs to lift average order value. Streamlined checkout to address cart abandonment in the same release.

    • Subscription implementation
    • One-time + recurring
    • Upsell + bundle mechanics
    • Streamlined checkout
    • Recommendation surfaces

  4. Launch and case study

    Apr 2023

    Theme deployed to 4es-usa.myshopify.com / www.4es-usa.com. 13 commits across main and develop branches over ~1 week of focused build. Post-engagement metrics captured in the Muscled case study page: $100K+ in sales, 75% cart-abandonment reduction, 120% mobile-conversion lift, 60% engagement boost. Founder Adam Luchini: 'Better than we ever imagined!'

    • Production launch
    • 13 commits
    • Main + develop
    • Case study published
Project overview

What we built

4E's USA is the North American operating arm of Four E's Scientific, a laboratory instrument manufacturer founded in 2009 with the scientific business incorporated in 2014. Their catalog spans pipettes (Precipette and Per4mance lines), magnetic stirrers, overhead stirrers, vortex mixers, centrifuges, dry bath incubators, shakers, and the consumables and accessories that go with them. Their buyers are lab managers, procurement officers, and research scientists in labs, research institutions, hospitals, and universities.

Muscled rebuilt the Shopify store around the professional B2B lab-buyer journey: specification data tables, cross-product compare tables, a bulk pricing request form, a subscription flow for replenishment buyers, and a streamlined checkout. The work ran from late March to early April 2023 across main and develop branches with 13 commits.

In their own words

Better than we ever imagined!

4E's USA (Four E's USA, A Four E's Scientific Company) is the North American operating arm of Four E's Scientific, a laboratory instrument manufacturer founded in 2009 with the scientific business incorporated in 2014. They supply pipettes, magnetic stirrers, overhead stirrers, vortex mixers, centrifuges, dry bath incubators, and shakers to labs, research institutions, hospitals, and universities across North America. OEM positioning: 'You may not recognize our name, but you've seen our products.'

Adam LuchiniFounder, 4E's USA
The challenge

What was holding them back?

The original Shopify store was not built for the way labs buy. There was no subscription option for replenishment, the checkout flow had unnecessary friction, the visual design did not match the credibility of an OEM lab supplier, and there were no upsell or bundle surfaces despite the obvious pairings (pipettes + tips + stands; stirrers + accessories).

  1. 01

    No subscription option for replenishment buyers

    Lab buyers reorder pipette tips, consumables, and accessories on a predictable replenishment cycle. The original store offered only one-time purchase, leaving recurring revenue on the table and forcing procurement officers to re-enter the same purchase manually each cycle.

  2. 02

    Low conversion driven by checkout and UX friction

    Cart abandonment was high. The checkout flow had unnecessary steps and friction for B2B buyers carrying multi-instrument cart sizes. The overall site UX did not match the buyer journey of a lab manager comparing specifications across product lines.

  3. 03

    Outdated design failing to capture professional buyers

    The existing store visual design was outdated and did not communicate 4E's positioning as an OEM and direct-supply partner for North American labs. The tagline 'You may not recognize our name, but you've seen our products' needed a storefront with the visual credibility to match.

  4. 04

    No upsell or bundle mechanics raising AOV

    Lab equipment purchases naturally pair (pipettes + tips + stands; stirrers + accessories; centrifuges + tubes). The original store had no cross-sell, upsell, or bundle surfaces on the PDP, leaving buyers to assemble their order manually across product pages.

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.

  • Conversion-focused landing page redesign

    Redesigned landing page with compelling visuals and clear calls-to-action targeted at the professional buyer. Hero, banner-custom section, three-images-with-text section, icon-driven trust signals, and a custom slider surfacing product families and OEM credentials.

  • User-centric navigation and UX for lab-buyer workflows

    Simplified navigation so lab managers and procurement officers can find instruments by category (pipettes, stirrers, centrifuges, mixers, incubators) without friction. PDPs built around the way B2B buyers compare: specification-data-table sections for technical specs, compare-table sections for cross-product comparisons, review-section and review-carousel for social proof, and a request-bulk-pricing form for volume quote requests.

  • Upsell and bundle mechanics raising AOV

    Added strategic upsell surfaces and bundle options on PDPs so naturally-paired SKUs (pipettes + tips + stands; stirrers + accessories) ride together into the cart. Recommendation surfaces across collection and product pages capture cross-line discovery.

  • Optimized subscription flow for replenishment buyers

    Built a subscription model alongside one-time purchase, addressing the missing recurring-revenue loop for consumables and accessories. Subscription flow streamlined so procurement officers can set up replenishment in the same checkout as the initial instrument purchase.

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify
    Platform
  • Dawn theme base
    Theme
  • Liquid + custom sections
    Templating
  • Specification data tables
    B2B PDP architecture
  • Compare tables
    B2B PDP architecture
  • Bulk pricing request form
    B2B lead capture
  • Subscription model
    Recurring revenue
  • Figma
    Design
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

B2B lab-buyer PDP architecture

  • Specification data tables
  • Compare tables
  • Bulk pricing request form
  • Spec-driven product templates
  • Per-line PDP variants
  • Lab-buyer navigation
  • Procurement-officer flows
  • Review surfaces
  • Accordion product tabs
  • Three-images-with-text feature blocks

Conversion + checkout

  • Streamlined checkout
  • 75% cart abandonment reduction
  • 120% mobile conversion lift
  • Friction audit
  • Mobile-first PDP
  • Trust signal placement
  • Cross-sell on PDP
  • Recommendation surfaces
  • Custom CTA placement

Build + architecture

  • 12 custom product templates
  • 13 custom collection templates
  • Custom Liquid sections
  • Dawn base
  • main + develop branches
  • 13 commits / ~1 week active
  • Per-SKU PDP architecture
  • Scoped CSS
  • Mobile responsive

Stack + integrations

  • Shopify
  • Liquid
  • Dawn theme base
  • Subscription model
  • Bulk pricing request form
  • Review-section + review-carousel
  • Figma design system
  • B2B / OEM positioning
Storefronts

One build. Multiple markets.

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

  • United States

    Primary storefront / North American lab supply
    • Shopify
    • Dawn base
    • B2B PDP architecture
    • Specification data tables
    • Compare tables
    • Bulk pricing request
    • Subscription + one-time
    • 12 product templates
    • 13 collection templates
    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.

Post-engagement sales
100K+

$100K+ in sales generated after the redesigned Shopify store went live. Source: 4E's USA case study page, case_study_bottom section.

SRC: Muscled case study page (templates/page.4es-usa.json), 2023-04-04

Cart abandonment reduction
-75%

75% reduction in cart abandonment after the streamlined checkout flow. Lab buyers (procurement officers, research scientists) make repeat replenishment purchases, so checkout friction was directly hurting LTV.

SRC: Muscled case study page (templates/page.4es-usa.json), 2023-04-04

Mobile conversions lift
+120%

120% increase in mobile conversions following the responsive PDP and navigation rebuild. Critical for buyers browsing instruments away from their bench.

SRC: Muscled case study page (templates/page.4es-usa.json), 2023-04-04

Engagement boost
+60%

60% engagement boost from the redesigned landing page, improved navigation, and product recommendation surfaces.

SRC: Muscled case study page (templates/page.4es-usa.json), 2023-04-04

Ready to ship yours?

Let's talk about what you want to ship.

A focused 1-week B2B Shopify rebuild for a laboratory instrument brand. $100K+ in post-engagement sales, 75% reduction in cart abandonment, 120% mobile conversion lift, and 60% engagement boost. Founder Adam Luchini: 'Better than we ever imagined!'

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