Case study · Fashion
ESLLAFrom a slow WooCommerce site to a 90+ PageSpeed luxury store
A move from WooCommerce to Shopify for a US luxury vegan handbag brand, tuned to score above 90 for speed on mobile and desktop, and looked after ever since.
- Industry
- Fashion
- Services
- Migration to Shopify, Store design, Speed optimization, Conversion improvements, Ongoing support
- Platform
- Shopify
- Market
- United States
- Status
- Live · ongoing work
- 55 → 90+mobile PageSpeed score, before and after optimization
- 90+desktop PageSpeed score, beating the agreed target
- 5 weeksfrom first conversation to the store going live
Overview
ESLLA, short for Ethically Sourced Luxury Leather Alternatives, is a US brand of luxury handbags crafted from plant-based cactus leather: clutches, crossbody bags and totes.
The brand launched on WooCommerce and, within months, wanted out. The site ran poorly, and a store that felt slow and generic undercut a product built on craftsmanship.
The challenge
ESLLA's founders asked for the best performance they could get, and for a store that did not look like an off-the-shelf theme. A luxury price point needs a site that feels considered from the first scroll.
Everything had to come across from WooCommerce intact: the products, their imagery and the brand's story, with nothing lost in the move.
The approach
- 01Ran discovery calls with the founders and their team, then wrote up a list of improvements to the existing site before quoting.
- 02Agreed measurable targets up front: a Google PageSpeed score above 90 on desktop and above 60 on mobile.
- 03Built on a premium Shopify 2.0 theme as the foundation, customized throughout so the store looks like ESLLA rather than a template.
- 04Reviewed every round on live screen-share calls, and gave straight advice where a suggested change would hurt the shopper's path to purchase.
- 05Launched, then ran a dedicated speed pass on the live store.
- 06Stayed on after launch: implemented the recommendations from ESLLA's conversion specialist, and added colour swatches that switch the product photos.
- 07Most recently, audited and repaired problems introduced on the store by another developer, restoring it to a clean, working state.
Inside the store
A tour of what we built.
- 01
A homepage that sells the story
A three-slide hero carries ESLLA's message: plant-based, cruelty-free and luxurious. The brand video plays on a built-in player rather than a third-party embed, so nothing on the page looks borrowed.
- 02
Product pages with nothing in the way
Photography leads, with lifestyle images for every colour. When ESLLA's strategist suggested moving the buy button above the product, we advised against it: shoppers decide once they have seen the bag, not before.
- 03
Collections that let the bags speak
Crossbody bags, clutches and totes each get a clean collection page with large photography and little clutter, the way a luxury boutique would arrange a shelf.
Deliverables
What we built.
- A full move from WooCommerce to Shopify, with all products, imagery and content
- A homepage with a three-slide hero, each slide with its own headline and message
- A homepage brand video on a built-in player instead of a third-party embed, for a cleaner, on-brand look
- Brand story sections and pages: Our Story, Our Promise and What's Next
- A lookbook, plus lifestyle photography for each colour on product pages
- Free US shipping, with international delivery by DHL
- Speed optimization after launch, taking both mobile and desktop above 90
- Admin access and a walkthrough so ESLLA's team can update images and content
- Colour swatches on product pages that switch the photos to the chosen colour
- Conversion improvements recommended by ESLLA's conversion specialist
- Fixes for issues introduced by another developer, returning the store to a clean, working state
The store, live.
Homepage on mobile 
Product page on mobile
Outcome
The result.
- Mobile PageSpeed rose from 55 at launch to above 90 after optimization, with desktop also above 90.
- Both scores beat the targets agreed before the project began.
- Live about five weeks after ESLLA's first message, including content and photography rounds.
- ESLLA kept working with us after launch: colour swatches, conversion improvements and, most recently, repairing changes made by another developer.
“Above and beyond our expectations !! I would highly recommend working with Noor. He is extremely technical and provided everything he promised on time but his work ethic and patience working with us and accommodating changes is what set him apart from all others. We love our new site and will definitely trust Noor on anything we do in the future.”
Behind the work
The services behind this store.
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