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Shopify Website Revamp

Applecrumby

Services

Industry

Baby & Parenting Care

Year

2024

First 3 months after revamp

+76.62%

Conversion Rate Uplift

+76.62%

Conversion Rate Uplift

+177%

Additional Revenue

+197.29%

Add to Cart Rate

We worked closely with Z21 on the relaunch of our brand website, including a complex migration process. Their team was consistently professional, responsive, and committed to ensuring our requirements were met while keeping the project on track. Z21 has been an important partner in supporting our digital growth as Applecrumby has scaled. More than simply executing a brief, their team has always been willing to understand our challenges, adapt where needed, and find practical solutions. Their work has made a meaningful contribution to both our online performance and overall business growth.

Jeremy Foo

Head of Brand & Marketing

Overview

Turning USP-driven storytelling into a 76.62% conversion lift

View Live Site View Old Site

The Applecrumby website revamp focused on strengthening brand storytelling and USP-driven messaging while improving visitor-to-customer conversion, with the homepage leveraging emotional selling to connect with new parents and set Applecrumby apart from competitors, and the collection and product pages designed around clear comparisons and practical use cases to help new parents choose the right products for their child.

Visual Hierarchy

Brand Storytelling

Navigation Redesign

Social Proofing

Before

1. No brand introduction or USP presentation — jumped straight into product promotion

2. Disorganized product category structure made browsing difficult for overwhelmed new parents

3. Homepage banner wasn't optimized for mobile — cramped and hard to read

After

1. Logical journey: brand story → key USPs → product selection

2. Product tabs added for intuitive category navigation, reprioritized menu to lead with shopping over info pages

3. UGC social proofing featured to build trust with first-time visitors

After

Before

1. No brand introduction or USP presentation — jumped straight into product promotion

2. Disorganized product category structure made browsing difficult for overwhelmed new parents

3. Homepage banner wasn't optimized for mobile — cramped and hard to read

After

1. Logical journey: brand story → key USPs → product selection

2. Product tabs added for intuitive category navigation, reprioritized menu to lead with shopping over info pages

3. UGC social proofing featured to build trust with first-time visitors

Before

1. No sub-category filtering — hard to narrow down by flavor or allergen within a collection

2. Product cards lacked a clear info hierarchy for price, reviews, and discounts

After

1. Sub-category filter bubbles added per collection for fast, relevant browsing

2. Product cards redesigned with title + review, price, and discount tagging up front

After

Before

1. No sub-category filtering — hard to narrow down by flavor or allergen within a collection

2. Product cards lacked a clear info hierarchy for price, reviews, and discounts

After

1. Sub-category filter bubbles added per collection for fast, relevant browsing

2. Product cards redesigned with title + review, price, and discount tagging up front

Before

1. Key selling points weren't effectively communicated, risking lost sales

2. Image carousel didn't show total image count

3. Text-heavy descriptions reduced engagement and made info hard to digest

After

1. Bite-sized content with icons replaces heavy text blocks

2. Image count now shown clearly on the gallery carousel

3. Prominent CTA + payment options shown near Add to Cart to reduce friction

4. SKU/variant selection laid out clearly for easier decision-making

After

Before

1. Key selling points weren't effectively communicated, risking lost sales

2. Image carousel didn't show total image count

3. Text-heavy descriptions reduced engagement and made info hard to digest

After

1. Bite-sized content with icons replaces heavy text blocks

2. Image count now shown clearly on the gallery carousel

3. Prominent CTA + payment options shown near Add to Cart to reduce friction

4. SKU/variant selection laid out clearly for easier decision-making

Results That Speak for Themselves

We focus on tangible outcomes—not just design for design’s sake. Here’s what our clients typically see after we launch or revamp their Shopify websites:

+76.62%

Conversion Rate Uplift

+177%

Additional Revenue

+197.29%

Add to Cart Rate

Better user experience = better results across sales and marketing performance, including higher ROAS for ad campaigns.