How Obvi Rebuilt Their Shopify Store to Convert More Paid Traffic

The problem

After six years of growth and dozens of new SKUs, Obvi’s store had lost all structure.

“Pretty much everything was going wrong,” said Ron Shah, CEO and Co-Founder. “We kept adding products and tools and just put them wherever they fit. Over time, the site turned into what I’d call a dump yard of products and plugins.”

With a growing number of flavors and product lines the brand had layered on new pages and third-party apps every year. The result was slow load times, a store that was impossible to manage, and a design the team didn’t feel proud of.

“We didn’t even like sending people to our website,” Ron said. “Sometimes links broke, load times were slow, or the cart didn’t work. We were sending less than one percent of our traffic there.”

Instead, the team relied on one-off landing pages for nearly all paid traffic, which made it harder to manage campaigns, test new ideas, or launch products quickly.

The solution

Obvi needed a storefront that was easier to use, faster to iterate on, and built to scale with the brand. Platter rebuilt the Shopify store around a structured content model and a modern design system that felt premium without adding complexity.

Each product page was redesigned using reusable sections for benefits, ingredients, testimonials, FAQs, and educational content. These sections can be turned on or off at the product level, giving the team full control over PDP layout and messaging without relying on developers.

To help shoppers visualize the impact of the products, Platter added a simple before-and-after comparison slider to PDPs. Obvi’s growing editorial content was also restructured using two custom templates—one for standard articles and one for recipes with dedicated ingredient and step fields—making content easier to manage as the library grows.

Throughout the rebuild, the storefront was redesigned to better reflect Obvi’s brand through subtle animations, bright color treatments, and flexible layouts, all while reducing bloat and improving performance.

“The process was extremely smooth,” said Ron. “Every time we wanted to tweak something, it wasn’t a long debate. It was, ‘Here’s when it’ll be done.’ That’s the kind of workflow you want.”

The results

The impact was immediate, both qualitatively and in the data.

• Add-to-cart rate from product pages used as landing pages increased by 10%, making PDPs viable destinations for paid traffic.
• Largest Contentful Paint improved by ~400ms, driven by fewer apps and a cleaner theme architecture.
• Conversion rates improved when email and SMS traffic was sent directly to PDPs or the homepage.
• Site revenue increased compared to the previous store.

“Our team finally felt proud to share the site,” Ron said. “We were embarrassed before. Now everyone’s sending it around to friends, family, and investors.”

Customers feedback echoed that sentiment, with several describing the brand as feeling “fresh and new.”

“All the metrics you’d want are up,” Ron added. “Conversion rate, revenue, site speed. It’s all better.”

What’s next

As Obvi expands into new categories, the new storefront gives the team a foundation that won’t break as the brand continues to grow.

“We want a site that feels like part of our home,” Ron explained. “Now, when we add something new, it feels intentional. Not like another piece we’ve bolted on.”

For Ron, the rebuild reinforced a simple but hard truth, “Traffic is more expensive than ever. You can’t just build a site that looks good. It has to perform, be easy to test, and give you control. That’s what we got with Platter.”