The Challenge — A store buckling under its own success
The Sleep Company had grown faster than its tech could handle. The Shopify store was crashing during traffic spikes, page-load was sitting at 8.2 seconds on mobile, and the firmness configurator on the PDP was failing on iOS Safari for ~18% of users. Mobile checkout had a CSS z-index conflict that masked the Pay button on iPhone SE / mini sizes.
Conservative estimate of revenue lost to checkout abandonment alone: ~₹14L/month. Bigger than that, the founders couldn't run paid ads aggressively because every traffic spike risked downtime.
Audit Week — finding 42 things that mattered
We ran a full-stack audit in 5 days: speed (Lighthouse, WebPageTest, real-device testing on 12 phones), tracking (Pixel, CAPI, Google Tag), checkout funnel, mobile UX, and SEO. The findings were brutal but actionable — 42 unoptimised app scripts firing on every page, the configurator built with a deprecated jQuery approach, and the Pixel missing 38% of purchase events.
What we used to rebuild
We migrated to Shopify Plus, rebuilt the theme from scratch with performance-first principles, and shipped server-side analytics so the founders could finally trust their dashboards.
- Shopify Plus
- Liquid
- Hydrogen-style sections
- Klaviyo
- Meta Pixel + CAPI
- Google Tag Server-Side
- Razorpay
- Shiprocket
- Judge.me
- Shopify Flow
- Cloudflare
- Lighthouse CI
Solution — Rebuilt on Shopify Plus in 6 weeks
We removed 38 unused apps, rebuilt the firmness configurator as a metafield-driven UI (zero JS dependencies), lazy-loaded all imagery, fixed checkout via Checkout Extensions, and set up Shopify Flow for warehouse routing. CAPI was installed correctly server-side so Meta could finally see purchases from iOS 17.
Every change was shipped behind a staging URL, validated against production via Lighthouse CI, and rolled out with zero downtime over a single overnight cutover.
Thriftizer rebuilt everything on Shopify Plus. Within six months our revenue grew 218% and the mobile checkout finally works the way it should. Their team treats our store like it's theirs.
— Priyanka Salot, Co-founder, The Sleep Company
Results — measured against the same KPIs we agreed on Day 1
Page load: 8.2s → 1.8s (-78%, mobile p75).
Mobile CVR: 0.8% → 2.4% (+200%).
Revenue MoM: +218% over 6 months.
Returning to ad spend: Meta ROAS climbed from 1.6× to 3.4× as CAPI started feeding the algorithm correct data.
Downtime: Zero, across migration and 4 subsequent traffic spikes (including a 23× normal-load Sunday).