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Client case study
Helix Seven: rebuilding a slow Shopify store and fixing the tracking that starved its ads
Too many apps slowed the store and broken tracking left ad platforms guessing. We rebuilt the theme, cut app bloat, restored accurate conversion data, and launched lifecycle email.
Results
Faster
mobile pages after app cleanup
Matched
purchase data across Shopify and ads
5 flows
lifecycle email live in Klaviyo
The challenge
Helix Seven had grown its Shopify store by adding an app for every need. Each app injected its own scripts, and mobile pages slowed to a crawl. At the same time, privacy changes meant Meta was seeing only a fraction of the purchases Shopify recorded, so ad campaigns were optimizing on incomplete data.
Why it was complex
- Twenty-plus apps loading scripts on every page, pushing mobile load times well past Core Web Vitals thresholds
- Purchase events under-reported to Meta and Google, so campaigns optimized toward the wrong audiences
- Inventory between the store and fulfillment partner drifted out of sync, causing oversells
- Only default abandoned checkout emails, with no welcome, browse, or post-purchase flows
How we fixed it
Theme rebuild
Moved to an Online Store 2.0 theme with sections, replaced several apps with native features and lightweight code, served responsive WebP images, and deferred non-critical scripts.
Accurate tracking
Implemented Meta Conversions API and Google enhanced conversions through Shopify customer events, with consent mode so tags respect cookie choices.
Inventory sync
Connected the store and fulfillment system through webhooks so stock levels update in near real time.
Lifecycle email
Launched Klaviyo flows for welcome, browse abandonment, cart and checkout abandonment, post-purchase cross-sell, and win-back.