PROBLEM
Slow storefront, static photos, a CMS nobody could touch
The old WooCommerce site scored 47/100 on mobile PageSpeed and showed premium furniture through static photography only, with no way to preview finish or scale. Every landing page, banner or seasonal drop needed a developer ticket with a 1–2 week queue, so campaigns launched late and product pages bled visitors before they reached the ‘Add to cart’ button.
✕Mobile PageSpeed score of 47/100 — slow LCP and render-blocking scripts lost buyers before the page finished loading;
✕Static product photography only — furniture with a dozen finishes had no way to preview material, color or scale;
✕Every landing page or campaign needed a developer ticket, with a 1–2 week queue behind other work;
✕Product pages bounced at 55% before a visitor ever reached the ‘Add to cart’ button.
SOLUTION · 4 MONTHS
A headless storefront the editorial team can run alone
We split the stack in two: a fast Next.js storefront for buyers, and a Sanity content model marketing could run without a developer in the loop. A 3D viewer replaced static photography on every product page.
WEEKS 1–2
Architecture & content model
Headless split: Next.js storefront, Sanity as the single content source, components mapped 1:1 to the design system.
WEEKS 3–7
Storefront build & 3D viewer
Server-rendered product pages, React Three Fiber configurator for finish, fabric and scale, Shopify Storefront API for cart and checkout.
WEEKS 8–12
Performance engineering
Cloudflare Images pipeline, route-level caching, font and script budget cuts — Core Web Vitals green across every template.
WEEKS 13–16
Editorial handoff & launch
Visual page builder in Sanity, editor training, staged rollout with A/B monitoring on conversion and bounce.
RESULT · 4 MONTHS
A faster site the marketing team owns end to end
| KOʻRSATKICH | OLDIN | KEYIN | OʻZGARISH |
|---|---|---|---|
| Mobile PageSpeed score | 47 | 96 | +49 PTS |
| Conversion rate (site-wide) | 2.9% | 4.0% | +38% |
| Bounce rate, product pages | 55% | 38% | −31% |
| Largest Contentful Paint, product pages | 4.8s | 1.1s | −77% |
| Landing pages shipped by editorial team / month | 0 | 14 | NEW CAPABILITY |
“We used to wait two weeks for a developer to swap a homepage banner. Now our content lead ships a new collection page before lunch — and customers finally see the fabric before they buy.”