The Challenge
The brand was selling through a generic Shopify theme that didn't communicate the performance and craftsmanship behind the boards. Conversion rates were at 0.9%, half the industry average. The founder wanted a site that felt as good as riding one of his boards.
The Solution
We built a headless Shopify storefront using Next.js and the Storefront API, giving us full design freedom while keeping Shopify's inventory and checkout infrastructure. The hero is a full-bleed video scrub tied to scroll. Product pages feature 3D board configurators built in Three.js.
The Result
Revenue tripled in the first month. Conversion rate rose from 0.9% to 3.1%. The site's 0.3s TTFB kept bounce rate below 22%. The community journal section drove a 60% increase in organic search traffic within 90 days.
How we built it.
Competitive audit of 20 surf brands globally. Identified that no direct competitor had a headless storefront, a clear performance advantage to capture.
Dark, high-contrast design system inspired by surf photography. Bold type, full-bleed imagery, and generous white space on product detail pages.
Headless Shopify via Next.js. Incremental Static Regeneration for product pages. Three.js board configurator with real-time fin and colour options.
Post-launch SEO sprint targeting long-tail surf keywords. Email capture flow integrated at checkout. 40% repeat purchase rate within 60 days.
Other projects.
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