Willow & Birch Apparel Rebuilds Its Online Store Around Faster Checkout and Sharper Product Storytelling
Willow & Birch had outgrown its original theme – slow product pages, a cluttered checkout, and no clear way to tell the brand’s story before asking for a sale. Trispace Media redesigned the store from the product page down, cleaned up the path to checkout, and set up lifecycle email/SMS so first-time buyers had a reason to come back.
Willow & Birch Apparel Rebuilds Its Online Store Around Faster Checkout and Sharper Product Storytelling
Willow & Birch had outgrown its original theme – slow product pages, a cluttered checkout, and no clear way to tell the brand's story before asking for a sale. Trispace Media redesigned the store from the product page down, cleaned up the path to checkout, and set up lifecycle email/SMS so first-time buyers had a reason to come back.
“Norman and his team helped me generate over $200,000 in revenue for my business, Hidden Gem. Their digital marketing expertise and execution made a significant impact on the growth of the business.”
Founder, Willow & Birch Apparel
Before working with Trispace Media
- Product pages were slow and image-heavy with no consistent layout across categories.
- Checkout required more steps than needed, with no saved-cart or abandoned-cart recovery.
- No email or SMS flows beyond a single generic newsletter.
After the engagement
- A streamlined Shopify theme with consistent, fast-loading product templates.
- A shortened checkout flow with abandoned-cart recovery built in.
- Klaviyo flows covering welcome, abandoned cart, post-purchase, and win-back.
Willow & Birch Apparel is a direct-to-consumer clothing brand selling through its own Shopify store. The brief was to modernize the shopping experience without a full rebrand – keep the existing product photography and voice, but remove the friction between browsing and buying.
The Challenge
Willow & Birch Apparel had outgrown its original Shopify theme — product pages were slow to load and inconsistent in layout, making it harder for shoppers to compare and decide across categories. The checkout flow required more steps than necessary and had no abandoned-cart recovery, meaning the brand was losing a significant portion of near-buyers with no way to bring them back. Beyond a single generic newsletter, the brand had no email or SMS automation to re-engage customers after their first purchase.
- Product pages were slow and image-heavy with no consistent layout across categories.
- Checkout required more steps than needed, with no saved-cart or abandoned-cart recovery.
- No email or SMS flows beyond a single generic newsletter.
Our Strategy
A product page built to sell, not just display
Product pages were rebuilt around a consistent template: clear sizing guidance, real product detail shots, and a persistent add-to-cart bar on mobile so buyers never lose their place while scrolling.
- Consistent template across every product category
- Mobile-first layout with a sticky add-to-cart bar
- Size and fit guidance surfaced above the fold
Execution
A shorter, clearer checkout
The checkout flow was simplified to reduce the number of steps and decisions, with shipping and return policy made visible earlier instead of buried in a footer link.
- Fewer steps between cart and payment
- Shipping and returns shown before the final step
- Abandoned-cart recovery flow connected to Klaviyo
Lifecycle email and SMS
Klaviyo flows were built to catch buyers at each stage – a welcome series for new subscribers, cart recovery for near-misses, and a post-purchase series designed to bring first-time buyers back for a second order.
- Welcome series for new subscribers
- Abandoned cart and browse-abandonment flows
- Post-purchase and win-back sequences
Results
Checkout is now smoother with fewer steps from cart to purchase, product pages load faster thanks to a lighter theme, and repeat purchases are stronger thanks to automated post-purchase flows.
The rebuild focused on removing friction across the customer journey — from the first product visit through checkout and post-purchase follow-up. The result was a cleaner shopping experience supported by a measurable paid acquisition system.
Performance at a Glance
| Metric | Result |
|---|---|
| Total Conversions | 1,842 |
| Cost Per Conversion | $8.74 |
| Total Ad Spend | $16,099.08 |
| Store Platform | Shopify |
| Lifecycle Platform | Klaviyo |
What Changed
Faster Product Experience
A lighter Shopify theme and standardized product templates created a faster, more consistent browsing experience across categories.
Smoother Checkout
The path from cart to payment was simplified, with key shipping and return information surfaced earlier and abandoned-cart recovery added.
Stronger Lifecycle Marketing
Klaviyo automation introduced structured welcome, browse-abandonment, abandoned-cart, post-purchase, and win-back journeys instead of relying on a single newsletter.
One Connected Customer Journey
The result was a Shopify store designed not only to attract shoppers, but to give them fewer reasons to drop off and more reasons to return.
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