Drip came to us with a brand that looked sharp everywhere except the one place it needed to convert: the store itself. The existing site was built on a generic WooCommerce theme that couldn't support their product configurator or match the pixel-perfect design standard the rest of their brand held to. Traffic was healthy. Conversion rate wasn't.
This is the full breakdown of what we changed, in the order we changed it, and the actual numbers behind the result. For the shorter version with the project gallery, see the full Drip case study.
A ground-up redesign matched to their brand system, a custom JavaScript product configurator replacing a clunky variation-swatch plugin, and a rebuilt checkout flow combined to lift conversion rate 240% — which at their traffic volume worked out to roughly €180k in additional annual revenue.
1. The problem: a beautiful brand, an underperforming store
Drip's product photography and brand identity were genuinely excellent — the kind of visual polish you'd expect from a much larger company. The store didn't reflect it. The theme's default typography, spacing, and product layout fought against the brand rather than showcasing it, and the product configuration flow required customers to page-reload between every option change.
We started with a full audit: session recordings, funnel drop-off analysis, and a straight comparison against three competitor stores customers were also shopping. The data pointed to the same three friction points repeatedly — the product page's slow configurator, an unclear shipping-cost reveal, and a checkout that took seven steps where three would do.
2. What we changed in the redesign
The visual redesign matched the store's design language exactly to Drip's brand guidelines — typography, spacing, colour, and imagery treatment pulled directly from their brand system rather than adapted from a theme's defaults. Every product template was rebuilt from scratch rather than configured within the constraints of the old theme.
3. The custom product configurator
The old configurator relied on a variation-swatch plugin that reloaded product images and pricing on every selection — slow, visually jarring, and a clear drop-off point in the session recordings. We replaced it with a custom JavaScript configurator that updates instantly, client-side, with no page reload and no visible loading state at all.
"The configurator was the piece I was most nervous about — it's genuinely complex, and I'd seen other agencies quote us a fraction of the timeline and then miss it by months. fluxweb built it pixel-perfect, on schedule, and it just works."
— Loui Byrdziak, Drip
4. Checkout: the most underrated conversion lever
Redesigns tend to focus attention on the homepage and product pages, and checkout gets left mostly as-is. That's usually a mistake — checkout is where a converting customer is closest to abandoning, and small friction there costs disproportionately. We cut Drip's checkout from seven steps to three, moved shipping cost estimation earlier in the flow instead of revealing it as a surprise at the final step, and removed every optional field that wasn't earning its place.
5. The results: 240% conversion lift, €180k in new annual revenue
Post-launch, conversion rate held steady at the higher level rather than spiking temporarily and settling back down — a good sign that the lift came from removing real friction, not a novelty effect. At Drip's existing traffic volume, that conversion improvement translated to approximately €180,000 in additional annual revenue, with no increase in ad spend or traffic acquisition cost.
The lesson we keep relearning on projects like this: a redesign that only changes how a store looks rarely moves the needle. The wins come from finding the specific points where real customers are dropping off and rebuilding exactly those, even when — especially when — that means custom development instead of another plugin.