Case study

Speed rescue + Skio rebuild + campaign-page architecture for a Toronto eco-laundry brand.

Kind Laundry came to Muscled after a prior dev team left their Shopify store slow and the Skio subscribe-and-save flow discouraging repeat customers. Across a 15-month multi-project engagement we rebuilt the theme, fixed performance, rebuilt the subscription UX, and shipped two reusable campaign-page architectures (lp3 and emc) for paid media.

View live store Jump to outcomes
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.

Conversion rate lift
+210%

Conversion rate increase reported in the Muscled portfolio case study following the theme rebuild, performance rescue, Skio subscription UX fix, and landing-page redesign.

SRC: Muscled portfolio case study, 2026-05-21

Mobile conversion lift
+120%

Mobile conversion increase from the mobile-optimized PDP, sticky ATC, and AJAX cart upsell work delivered across the engagement.

SRC: Muscled portfolio case study, 2026-05-21

Cart abandonment reduction
−75%

Cart abandonment reduction reported after the streamlined checkout, Skio plan picker rebuild, and AJAX cart upsell work.

SRC: Muscled portfolio case study, 2026-05-21

Kind Laundry monthly revenue

Post-rebuild growth
$30K$100K$300K$1M$1.5MTakeoverTheme rebuildSkio + LPsSpeed rescueCRO + AOV$100K+ sales Prior-dev takeover Theme rebuild Skio + LPs Speed rescue CRO + AOV $100K+ in sales
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
    +210%
    Conversion rate lift (660 mo)
    /mo at peak
  • Mobile-first after rebuild
    Mobile traffic share
    660 mo
    Engagement length
The work

How the engagement unfolded

  1. Initial theme build & parallel design iterations

    Oct 2023 — Dec 2023

    Repo initialized Oct 18, 2023. Multiple design iterations ran in parallel from day one (d2, d3, d5, d8) across a developer team. Established a full custom section architecture around 170 Liquid sections covering homepage, collections, PDP, blog, Our Story, FAQs, wholesale, and store locator. The dev-d8 PR merged Dec 30, 2023.

    • Theme rebuild
    • Parallel design (d2/d3/d5/d8)
    • Custom section architecture
    • ~170 Liquid sections

  2. New PDP, campaign landing pages, Skio rebuild

    Dec 2023 — Mar 2024

    New PDP shipped (dev-new-PDP merged Dec 30, 2023). Built the lp3 and emc campaign landing-page architectures (15+ lp3 sections, 20+ emc sections) for paid-media campaigns. Rebuilt the Skio subscribe-and-save plan picker that the prior dev team had left unfriendly, with multiple rounds of styling on the dev-d4-skio branch. New 60-loads product template (D6-new-template-60loads) for the high-volume SKU.

    • New PDP
    • lp3 + emc campaign architecture
    • Skio UX rebuild
    • 60-loads template

  3. Performance rescue + CRO infrastructure

    Across the engagement

    Took over from a prior dev team that had left the site slow. Applied deferred JS, CSS preloading, DNS prefetch for CDN and Google resources, and lazy image loading across the theme. Integrated VWO (Visual Website Optimizer) and Varify.io for A/B testing without blocking render, plus Microsoft Clarity for heatmapping and session recording. Founder-confirmed PageSpeed ranking improvement.

    • Speed rescue
    • Deferred JS
    • CSS preload
    • VWO + Varify.io
    • Microsoft Clarity

  4. Ongoing campaigns, AOV builders & retail tooling

    Apr 2024 — Jan 2025

    Continued multi-project work through 2024 with 100+ commits per month on the develop branch. Tolstoy video commerce (carousel, hero, stories), Rivo loyalty (landing page, VIP tiers), PickyStory product bundles, sticky ATC, AJAX cart upsell, image-compare, store locator + stockist form, BFCM and seasonal banner sets, age-verification popup, and a Nobis co-branded section.

    • Tolstoy video
    • Rivo loyalty
    • PickyStory bundles
    • Sticky ATC
    • BFCM + seasonal
    • Store locator
Project overview

What we built

Kind Laundry is a Toronto, Ontario DTC brand founded in 2020 by Angie Tran and Bernard Law. Their flagship product is eco-friendly laundry detergent sheets — EWG-verified, non-toxic, plastic-free. They sell on Shopify, Amazon, and through retail distribution across North America.

Across 15 months on a multi-project engagement (Oct 2023 — Jan 2025, 2,000+ commits on the develop branch, 24 branches) Muscled rebuilt the Shopify theme from a slow prior-dev baseline, rebuilt the Skio subscribe-and-save UX, shipped two reusable campaign-page architectures (lp3 and emc), and instrumented A/B testing with VWO and Varify.io plus session analytics with Microsoft Clarity.

In their own words

(Testimonial TBD — the Muscled portfolio page carries a placeholder name; real founders Angie Tran and Bernard Law are listed here pending a verified quote.)

Kind Laundry is a Toronto, Ontario DTC brand founded in 2020. Their flagship product is eco-friendly laundry detergent sheets — EWG-verified, non-toxic, plastic-free. Sold on kindlaundry.com (Shopify), Amazon, and through retail distribution across North America. Bootstrapped SMB. 15-month multi-project engagement with Muscled (Oct 2023 — Jan 2025).

Angie Tran & Bernard LawCo-founders, Kind Laundry
The challenge

What was holding them back?

Kind Laundry had a strong brand, a real product, and a recognizable position in eco-cleaning. What it didn't have was a store that converted the way the traffic deserved. The prior dev team had left the site slow and the Skio subscription flow unfriendly, and there was no campaign-page infrastructure to support paid media.

  1. 01

    Prior dev team left the store slow and underperforming

    Kind Laundry came in after a previous development team had built a Shopify store that was slow and poorly structured. PageSpeed scores were suffering and the site experience was working against the brand's growth, not for it.

  2. 02

    Skio subscribe-and-save UX was discouraging repeat customers

    The Skio subscription plan picker had been left in a state the client described as not user-friendly. Subscription is a core revenue mechanic for a consumable like detergent sheets, and the flow was actively hurting repeat-purchase conversion.

  3. 03

    Low-converting landing pages for paid-media campaigns

    Paid social and paid search traffic was landing on pages that weren't built to convert. There was no dedicated campaign-page architecture, no reusable hero or comparison or reviews modules, and no way for the team to spin up a new variant for a new offer without a custom build.

  4. 04

    No A/B testing or session-analytics infrastructure

    There was no clean way to test landing-page or PDP variants, and no session-recording surface to see where customers were dropping off. CRO decisions were running on intuition rather than instrumented data.

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.

  • Performance rescue across the theme

    Rebuilt the theme with deferred JS (theme.js, custom.js, vendor scripts), CSS preloading on theme.css and swiper-bundle, DNS prefetch for CDN and Google resources, and lazy-loaded images. Founder-confirmed PageSpeed ranking improvement after takeover.

  • Skio plan picker rebuild for repeat-purchase conversion

    Rebuilt the Skio subscribe-and-save plan picker (skio-plan-picker-component.js) with clearer plan presentation and UX through multiple styling rounds on the dev-d4-skio branch. The subscription flow now supports the recurring-revenue mechanic instead of working against it.

  • lp3 + emc campaign landing-page architectures

    Built two reusable campaign-page systems: lp3 (15+ sections including hero, boost, comparison, reviews, ingredients, reasons, steps, bulk-save, marquee, FJPS variants) and emc (20+ sections including hero, anniversary, flash, GMA, July VIP, comparison, benefits, FAQs, YouTube shots). New variants can ship without a custom build.

  • CRO instrumentation: VWO, Varify.io, Clarity

    Integrated VWO (Visual Website Optimizer) and Varify.io for A/B testing landing-page and PDP variants without blocking render, and Microsoft Clarity for heatmapping and session recording. Tolstoy video commerce, Rivo loyalty, PickyStory bundles, AJAX cart upsell, and sticky ATC layered on top to lift AOV and retention.

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify
    Platform
  • Liquid
    Templating
  • Skio
    Subscriptions
  • VWO
    A/B testing
  • Varify.io
    A/B testing
  • Tolstoy
    Video commerce
  • Rivo
    Loyalty
  • Microsoft Clarity
    Analytics
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

Performance & Core Web Vitals

  • LCP < 2.5s
  • INP < 200ms
  • CLS < 0.1
  • Deferred JS (theme.js / custom.js / vendor)
  • CSS preloading
  • DNS prefetch (CDN + Google)
  • Lazy-loaded images
  • Swiper bundle preload
  • Third-party script audit
  • Render-non-blocking A/B integrations

Conversion & CRO

  • Skio plan picker rebuild
  • lp3 + emc campaign architectures
  • Sticky ATC bar
  • AJAX cart upsell
  • PickyStory bundles
  • Product comparison tables
  • Us-vs-them sections
  • “Still not convinced” objection-handler
  • Customer videos on PDP
  • Tolstoy video commerce
  • Age-verification popup
  • Newsletter popup

Build & Architecture

  • Full custom section architecture (~170 sections)
  • lp3 + emc campaign systems
  • Parallel design iterations (d2/d3/d5/d8/d9)
  • 2,000+ commits on develop
  • 24 branches
  • 15-month multi-project ongoing engagement
  • BFCM + seasonal banner sets
  • Store locator + stockist form
  • Wholesale + retailer application pages
  • Custom blog template

Stack & Integrations

  • Liquid
  • Skio subscriptions
  • VWO
  • Varify.io
  • Microsoft Clarity
  • Tolstoy
  • Rivo loyalty
  • PickyStory
  • Loox reviews
  • SCA store locator
  • Klaviyo-ready
Storefronts

One build. Multiple markets.

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

  • Canada / North America

    Primary storefront / DTC + retail
    • Shopify
    • Full theme rebuild
    • Skio subscriptions
    • lp3 + emc campaign pages
    • VWO + Varify A/B testing
    • Tolstoy video
    • Rivo loyalty
    • PickyStory bundles
    • AJAX cart upsell
    • Store locator
    Canada / North America 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.

Conversion rate lift
+210%

Conversion rate increase reported in the Muscled portfolio case study following the theme rebuild, performance rescue, Skio subscription UX fix, and landing-page redesign.

SRC: Muscled portfolio case study, 2026-05-21

Mobile conversion lift
+120%

Mobile conversion increase from the mobile-optimized PDP, sticky ATC, and AJAX cart upsell work delivered across the engagement.

SRC: Muscled portfolio case study, 2026-05-21

Cart abandonment reduction
−75%

Cart abandonment reduction reported after the streamlined checkout, Skio plan picker rebuild, and AJAX cart upsell work.

SRC: Muscled portfolio case study, 2026-05-21

Ready to ship yours?

Let's talk about what you want to ship.

A 15-month multi-project engagement that took a Shopify store from a slow prior-dev baseline to an instrumented, campaign-ready storefront with a working subscription UX. The Muscled portfolio case study reports a 210% conversion rate lift, a 120% mobile conversion lift, a 75% cart abandonment reduction, and $100K+ in sales following the engagement.

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