How Lumired increased conversion rate by 53% and fixed their website bugs.

Rory founded LumiRed to bring red-light therapy to people dealing with pain and limited mobility - the same patients he had spent years helping in his physiotherapy practice. The product was strong and the niche was growing. But the website wasn't pulling its weight. Despite a recent redesign, conversions sat at 1.5% and the store felt under-performing relative to the quality of the product behind it.

Before reaching out to us, Rory had already worked with multiple developers. Each promised significant improvements. Each fell short. The most recent redesign looked clean on the surface but didn't move the needle on conversions. That's the difference between hiring developers and hiring a growth partner - developers ship what you ask for. We start from what your business actually needs to grow, then build accordingly.

The frustration wasn't just about how the store looked. It was that Rory couldn't tell what was actually broken. Without reliable data underneath, every conversation about what was working turned into speculation, and every decision - from marketing spend to design changes - came down to opinion rather than evidence.

When we started digging into the data to inform our strategy, we found the GA4 setup was misconfigured to the point that basic sessions and purchase events weren't being tracked properly. That's the kind of thing that gets missed when the priority is execution rather than strategy - we treat data as the starting point of any project, because without it you're guessing. One specific issue we found inside the existing theme was that its fonts were hardcoded directly into the code, rather than managed through a global typography system. We really don’t like that because it comes with an important business cost: every brand update, every campaign, every test on copy or hierarchy becomes a developer ticket instead of a quick change. A proper design system, with global typography, keeps the store flexible as the business grows.

What success looked like at the start of the project:

• Improve conversion rate through a strategic, data-driven design instead of a visual refresh
• Build a data-driven foundation so future decisions can be based on evidence, not guesswork
• Replace the inflexible theme with a scalable system that supports quick changes and expansion into new markets
• Establish trust and credibility in the wellness space - critical when selling products tied to people's health
• Expand into the UK and European markets with localised content

We ran the project in three phases. Each one tied back to a specific problem we'd uncovered.

Phase 1 - Research & Diagnostics:

The first job was to fix the data problem. Without reliable analytics, every other decision would be a guess.

We rebuilt the GA4 setup from the ground up, made sure all key events tracked properly, and waited several weeks to collect clean data before moving forward. Alongside the quantitative work, we ran customer surveys to understand how LumiRed's customers described their pain, what made them buy, and which benefits actually mattered to them - the qualitative side of the same picture.

We also benchmarked LumiRed against best practices in wellness and e-commerce: how trust signals are presented, how products are explained, what user flows convert, etc.

By the end of Phase 1, Rory had something he hadn't had before - confidence that future design and development decisions would be grounded in evidence.

Phase 2 - Design & Strategy:

We started by trying to improve the existing layout with targeted enhancements, but quickly realised the structure was too restrictive to build on. The theme itself was the bottleneck. We proposed a premium Shopify theme designed for performance and scalability, then extended it through targeted custom development to support the specific functionality LumiRed needed - the parts a stock theme couldn't handle on its own.

Alongside the rebuild, we set up a flexible design system so future updates could happen in minutes rather than days. We also rewrote the product and informational pages, using insights from the customer research to lead with the science-backed benefits of red-light therapy in language customers actually used.

Phase 3 - Implementation:

The new design was built with modern Shopify development practices. We removed unused apps that were slowing the site, optimised images and scripts, and tested thoroughly across devices and international versions to make sure nothing broke under future updates.

We also set up localised storefronts for the UK and Europe through Shopify Markets - giving LumiRed proper regional presence with tailored copy, without the overhead of running separate stores.

The result was a store that loaded faster, behaved consistently across regions, and could be updated by LumiRed's team without breaking what was already working.

• Conversion rate increased from 1.5% to 2.3% - a 53% lift
• Reliable analytics in place for the first time, enabling evidence-based decisions across design, development, and marketing
• Scalable design system that allows quick updates, new product launches, and targeted campaigns without breaking the site
• Faster site performance and cleaner UX across devices, with persuasive copy that mirrors how customers actually talk about their needs
• A research foundation Rory's team can now use to inform marketing campaigns, not just the website
• Localised storefronts live for the UK and Europe via Shopify Markets, opening up regional growth