WooCommerce · Store
WooCommerce store rebuild
Vellum Supply Co. — 2024
Full store rebuild with custom product options, a faster checkout flow and a catalogue the team maintains themselves.
- Result
- 2.1s faster load, +34% mobile conversions
- Timeline
- 9 weeks
The challenge
A stationery and packaging supplier was running a heavily customised legacy store. Product variations were maintained by hand in spreadsheets, mobile pages took more than five seconds to become interactive, and abandoned checkouts were climbing every quarter.
What we did
- Audited the existing catalogue, plugin stack and theme, and removed eleven overlapping plugins.
- Rebuilt product options as a small purpose-built plugin so pricing rules live in one place instead of per-product hacks.
- Reworked the checkout into a single-step flow with saved addresses and clear shipping estimates.
- Moved images to modern formats, added edge caching and trimmed render-blocking assets.
The outcome
- Largest Contentful Paint dropped 2.1 seconds on mobile.
- Mobile conversion rate up 34% over the first full quarter after launch.
- Catalogue updates handled entirely in-house — no developer tickets for pricing changes.
Stack
- WordPress
- WooCommerce
- Custom plugin
- Stripe
- Cloudflare
The store finally feels like it belongs to us. We change pricing and options ourselves, and the site is noticeably quicker.
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