How Heart & Soil Went from 2.2% to 3.4% Conversion in One Rebuild

Heart & Soil is an organ supplement brand built on the premise that nose-to-tail nutrition is what humans evolved to eat. Their product line spans beef organs, bone marrow, liver, and targeted blends. The brand has a devoted following and a subscription model that drives the majority of revenue.

Their Shopify store was three years old. Built on a heavily customized Debut theme, running 14 apps, and fighting the marketing team on every change. A headline update required a developer ticket. A new landing page required a sprint.

What We Found

The audit took two days. The store was loading in 5.3 seconds on mobile. The theme JavaScript was 1.2MB. Six apps were injecting scripts on every page, including pages where they weren't needed. The PDP was designed for desktop and scaled down — the add-to-cart button was below the fold on iPhone.

Subscription selection required horizontal scrolling on mobile. There was no accelerated checkout. The cart page added an extra step before Shopify checkout. Five taps from PDP to order confirmation.

What We Built

We started on a Monday and launched 32 days later on a Thursday evening. The old store kept selling the entire time.

Clean theme build with modular sections. Marketing gets a library of 12 section types they can combine on any page without touching code. Headlines, images, CTAs, product grids — all editable from the Shopify admin.

Page load time dropped from 5.3 seconds to 1.8 seconds. Three critical apps, integrated properly. Everything else replaced with native Shopify functionality. Subscription as default on PDP. Add-to-cart sticky at the bottom on mobile. Two taps to checkout via Shop Pay.

All URLs preserved. All reviews migrated. All subscription customers transferred without disruption. DNS cutover at 8pm on a low-traffic evening.

The Results

First 30 days after launch: conversion rate went from 2.2% to 3.4%. Mobile conversion jumped from 1.6% to 2.9%. Average order value increased by $12 from bundle adoption. Marketing team tickets to dev went from 23 per month to 2.

The revenue impact was approximately $480K in additional annualized revenue from the same traffic. Same ad spend. Same products. Better store.