Case study

From $40K/mo to $100K+/mo. In 14 months.

Sleep-supplement brand, mobile-first, conversion-engineered. Three projects, one continuous rebuild path, one founder we still hear from.

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Thirdzy
LIVE · thirdzy.com
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.

Revenue growth
2.5×

From about $40K/mo to about $100K+/mo over 14 months.

SRC: founder-confirmed, 2026-05-21

Increase in sales
+150%

The same 2.5× outcome framed as a percentage uplift.

SRC: vault · derived from 2.5×, 2026-05-21

Time to scale
14 mo

From engagement start to about $100K/mo across three projects.

SRC: vault · founder-confirmed, 2026-05-21

Thirdzy monthly revenue

$40K/mo to ~$100K/mo over ~664 months
Post-rebuild growth
~$100K/mo
$100K+ $85K $70K $55K $40K RedesignLaunchCart DrawerA/B TestingPage OptimizationA/B TestingPage Optimization Redesign Cart Drawer New Pages
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
    Thirdzy desktop homepage, full long-scroll screenshot
    2.5×
    Revenue growth (664 mo)
    ~$100K/mo
    /mo at peak
  • Mobile-first after rebuild
    Thirdzy mobile homepage hero, designed mobile-first
    Mobile traffic share
    664 mo
    Engagement length
The work

How the engagement unfolded

  1. Store redesign + rebuild

    Jul 2024 — Aug 2024

    Consolidated a multi-page site into a single homepage-as-product-page. Built the cart drawer (no drawer existed before — Thirdzy routed to a separate cart page). Cut the path to purchase from homepage → cart page → checkout down to homepage → cart drawer → checkout.

    • Homepage-as-PDP
    • Cart drawer built
    • Mobile-first

  2. Gamified cart drawer

    Oct 2024 — Dec 2024

    Upgraded the cart drawer with a tiered free-shipping progress bar (rewards unlock at $95 and $225 spend) plus an in-drawer product add-on slider for one-click upsells. Built as custom theme code (Liquid + JS), not a standalone app.

    • Gamified cart
    • $95 / $225 tiers
    • In-drawer upsell

  3. New pages + Shopify Markets expansion

    Dec 2024 — May 2025

    Added new pages to the store and set up Shopify Markets for US + Canada — localized pricing, currency, and region-specific content with automatic GeoIP routing.

    • Shopify Markets
    • US + CA
    • New page builds
Project overview

What we built

Thirdzy is a wellness brand focused on sleep supplements. Their original Shopify store lacked optimization, which led to low sales and conversions. We rebuilt the experience around mobile-first conversion, then expanded with a gamified cart drawer and additional pages over three projects.

In their own words

Better than we ever imagined!

Adam came to us with a real product, a real audience, and a store that didn't carry the brand. We rebuilt around how his customers actually shopped.

Adam LuchiniFounder, Thirdzy
The challenge

What was holding them back?

Thirdzy had a real product and real demand. What it lacked was a store engineered for how its customers actually shopped — mobile-first, fast, and friction-free at the cart stage.

  1. 01

    Multi-page funnel cost conversions

    The original site spread the offer across multiple pages. Every extra step between landing and checkout was a drop-off point.

  2. 02

    No cart drawer — full-page cart in the path

    Customers were routed homepage → cart page → checkout. Cart page added load time and a layout shift to every purchase.

  3. 03

    Mobile-first build did not exist

    90% of Thirdzy's traffic is mobile, but the site was not built mobile-first. Touch targets, gallery interactions, and load performance suffered.

  4. 04

    AOV ceiling — no upsell or bundle path

    Cart stage had no upsell surface or progress incentive. Customers checked out with one item and no nudge toward bundling.

The challenge for Thirdzy BEFORE
Before / After

Before and after

Before

Thirdzy before the rebuild
After

Rebuilt Thirdzy storefront where customers buy directly

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.

  • Homepage-as-product-page

    Collapsed the multi-page site into a single homepage that doubles as the product page, with a hamburger menu for secondary navigation.

  • Cart drawer — built from scratch

    Replaced the full-page cart with a cart drawer that opens in-context. Path to purchase becomes homepage → cart drawer → checkout.

  • Gamified Cart Drawer

    Tiered free-shipping progress bar (rewards at $95 and $225) plus in-drawer add-on slider for one-click upsells. Built as custom theme code.

  • Shopify Markets for US + Canada

    Localized pricing, currency, and region-specific content with automatic GeoIP-based routing using Shopify's native multi-market feature (not custom request.host code).

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify 2.0
    Platform
  • Liquid
    Templating
  • Vanilla JS
    Frontend
  • Shopify Markets
    Multi-market
  • Metafields
    Data
  • Figma
    Design
  • Subscriptions
    Recurring revenue
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
  • LCP image preload
  • Critical CSS inlining
  • Deferred non-critical JS
  • Render-blocking removal
  • Async font loading
  • WebP / AVIF media
  • Responsive srcset / sizes
  • Lazy-load below fold
  • Third-party script audit
  • App / tag pruning
  • Conditional app loading

Conversion & CRO

  • Gamified Cart Drawer
  • Mobile-first PDP
  • Instant variant switching
  • Sticky add-to-cart
  • Tiered free shipping
  • In-cart upsells
  • Subscribe & save
  • Bundle offers
  • Geo-targeted content
  • Funnel collapse
  • Homepage-as-PDP
  • A/B-ready sections

Build & Architecture

  • Shopify 2.0
  • Section Rendering API
  • Shopify Markets
  • Admin-editable sections
  • Theme architecture
  • Multi-store / multi-market
  • History API state
  • Component-based Liquid
  • Metafields / metaobjects
  • Design-system tokens
  • Git-based deploys
  • Staging & QA gates
  • Accessibility (WCAG)

Stack & Integrations

  • Liquid
  • JavaScript (ES2023)
  • Custom Liquid sections
  • Schema.org structured data
  • Vanilla JS (no framework lock-in)
  • Shopify Admin GraphQL
  • Storefront API
  • Theme Inspector / Lighthouse
  • Subscriptions API
Storefronts

One build. Multiple markets.

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

  • United States

    US storefront / primary market
    • Shopify Markets
    • Localized Pricing
    • US / CA
    • Mobile-First
    • Buy from Homepage
    • Gamified Cart Drawer
    United States screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.

  • Canada

    Canada market (localized pricing & currency)
    • Shopify Markets
    • Local Currency
    • Region Content
    • Auto-Routing
    • Mobile-First
    Canada 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.

  • Hero · "Melatonin Free" — Thirdzy mobile section
    SECTION 01

    Hero · "Melatonin Free"

    Above-the-fold value prop, subscribe CTA, social proof. Mobile-first since 90% of traffic is mobile.

  • Bundle and Subscribe — Thirdzy mobile section
    SECTION 02

    Bundle and Subscribe

    3-bag bundle (19% off) vs 1-bag vs travel-pack. Subscribe-to-save is a key recurring-revenue driver.

  • Quit the Melatonin Haze — Thirdzy mobile section
    SECTION 03

    Quit the Melatonin Haze

    Comparison table: Thirdzy vs melatonin vs herbal aids. Strong CRO move addressing buyer hesitation at decision time.

  • Trusted by Pros — Thirdzy mobile section
    SECTION 04

    Trusted by Pros

    Athlete and doctor endorsements (CrossFit champion, MD). High-trust visual social proof above the buy CTA.

  • Ingredient Breakdown — Thirdzy mobile section
    SECTION 05

    Ingredient Breakdown

    Per-ingredient education with science callouts. Builds confidence at the moment of purchase decision.

  • FAQs and 30-night risk-free — Thirdzy mobile section
    SECTION 06

    FAQs and 30-night risk-free

    Accordion FAQ plus risk-free guarantee. Pre-purchase friction-reducer placed right before the final CTA.

Scroll the rail or swipe to browse all sections

The results

What the work delivered

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

Revenue growth
2.5×

From about $40K/mo to about $100K+/mo over 14 months.

SRC: founder-confirmed, 2026-05-21

Increase in sales
+150%

The same 2.5× outcome framed as a percentage uplift.

SRC: vault · derived from 2.5×, 2026-05-21

Time to scale
14 mo

From engagement start to about $100K/mo across three projects.

SRC: vault · founder-confirmed, 2026-05-21

Ready to ship yours?

Let's talk about what you want to ship.

Three projects, one continuous rebuild path, one continuous team. From about $40K/mo to about $100K+/mo over 14 months.

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