How Ludic Tripled Conversions After Rebuilding Their Shopify Storefront
A headless Shopify rebuild for India's homegrown vegan lifestyle brand, delivering sub-2-second load times and a sold-out CSK campaign launch.
Ludic is a Bengaluru-based lifestyle brand known for its vegan sneakers, streetwear, and collaborations with cultural icons including the Chennai Super Kings (CSK). Founded in 2017 and beloved for its sustainable ethos, Ludic's Shopify store was bottlenecked on mobile, with 8-second load times and a 0.9% conversion rate that left significant revenue on the table from their growing Instagram audience.
312%
increase in conversion rate
2.1s
average page load (from 8.4s)
4 hrs
to sell out the CSK campaign drop
2.8x
mobile revenue growth in 3 months
The challenge
Ludic had built a passionate community on Instagram and in-person at events, but their Shopify store was failing to convert that attention into revenue. Mobile users, who represented 78% of their traffic, faced 8-second load times, unintuitive navigation, and a checkout experience that hadn't been optimised since their initial store launch. The CSK collaboration deadline added urgency: they needed a world-class campaign page live in 3 weeks.
8-second mobile load times costing conversions
Shopify theme with unoptimised images, redundant app scripts, and blocking third-party resources was creating load times that put Ludic at a massive disadvantage with mobile-first shoppers.
Poor product discovery and browsing experience
No filtering by material, style, or vegan certification. Product pages lacked size guide integration, lifestyle photography layouts, and cross-sell logic for complementary items.
CSK collaboration drop with 3-week deadline
The Chennai Super Kings capsule collection required a custom campaign landing page with countdown timer, exclusive access mechanics, and capacity to handle a sharp traffic spike on launch day.
Instagram traffic bouncing without converting
Social traffic from Instagram campaigns landed on generic collection pages with no campaign context. High bounce rates indicated users were losing the product narrative the moment they arrived.
What we built
We rebuilt Ludic's storefront as a headless Shopify application on Next.js, connected to the Shopify Storefront API. This decoupled the frontend entirely from Shopify's theme engine, giving us full control over performance, layout, and campaign pages. The CSK launch page was delivered in week 2, and the full storefront went live in week 5.
Headless Shopify storefront
Next.js frontend consuming Shopify Storefront API via GraphQL. Server-side rendering for product and collection pages, edge-cached on Vercel. Product images served via Shopify CDN with automatic WebP conversion and responsive srcsets.
CSK campaign landing page
Dedicated campaign page with countdown timer, exclusive access code gate, full-bleed imagery, and real-time stock indicators. Load-tested to handle 10x normal peak traffic before the launch day announcement.
Mobile-first product experience
Full-screen product imagery with swipe gallery, pinch-to-zoom, size guide integrated into the add-to-cart flow, and persistent cart accessible without losing product context. One-click checkout via Shopify's native payment sheet.
Smart product discovery
Faceted filtering by material (vegan leather, canvas, recycled), style category, colourway, and size availability. Related products logic surfacing complementary items based on co-purchase patterns.
Social-to-store campaign pages
UTM-aware landing pages that matched the creative and narrative of specific Instagram campaigns. Users arriving from a specific post saw products and copy consistent with the ad they clicked.
Results
Measurable outcomes delivered, not projected.
312%
conversion rate increase
Overall store conversion rate went from 0.9% to 3.7% following the relaunch. Mobile conversion improved the most, rising from 0.6% to 2.9% as the new storefront removed the friction that was costing Ludic its Instagram audience.
4 hrs
CSK collection sold out
The Chennai Super Kings capsule collection launched on the new platform and sold out within 4 hours. The campaign page handled a 9x traffic spike without performance degradation.
2.1s
page load time
Average mobile page load time fell from 8.4 seconds to 2.1 seconds. Google PageSpeed mobile score improved from 31 to 89, directly contributing to improved organic rankings.
2.8x
mobile revenue growth
Mobile revenue grew 2.8x in the 3 months following launch as improved performance and UX converted the brand's social audience into paying customers at a dramatically higher rate.
Technologies used
Storefront
Commerce
Performance
Marketing
“We went from being embarrassed to show people our website to using it as our main pitch in brand meetings. The CSK launch on the new platform was our biggest ever drop and it handled everything perfectly.”
Co-Founder
Ludic.life
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