CoHo Retail is a Pakistan-based luxury loungewear brand known for its cozy, premium-feel sets, hoodies, and tanks, selling nationwide and internationally. The brand was strong where it mattered most for fashion e-commerce, on Instagram. But the store didn't match the product: they needed something clean, fast, mobile-first, and built to actually sell, not just look pretty.

The old store was slow, cluttered, and losing customers before they even reached checkout. Mobile pages took over 4.8 seconds to load on the connections most of their customers actually shop from. Bounce rates were high, and the conversion rate sat at a flat 0.9%, well below what a DTC fashion brand needs to grow.

For an impulse-driven category like loungewear, every second of load time and every extra tap costs real revenue. The brief was direct: make the store as fast and effortless as the product feels.

UX audit and customer journey mapping

Custom Shopify theme design (mobile-first)

Front-end development and theme customization at the Liquid level

Page speed optimization

Conversion-focused layout: product pages, collections, cart flow

On-site SEO structure for organic discoverability

Research & UX Audit. Mapped the existing customer journey to find exactly where visitors dropped off, especially on mobile.

Design System. Built a clean, brand-consistent visual identity reflecting CoHo's premium, comfort-first positioning.

Shopify Development. Custom-coded and optimized the theme for speed, stripping out bloated apps and render-blocking scripts that were dragging the store down.

Conversion Optimization. Redesigned product pages around one job: getting a ready buyer to the cart without thinking. Sizing and fabric details up front, delivery questions answered before they form, sticky add-to-cart on mobile, and a simplified checkout path.

Performance Testing. Repeated mobile speed tests and Core Web Vitals checks before launch, then again after.

One more thing shaped the build: Pakistani shoppers often confirm orders over WhatsApp before paying. Instead of fighting that behavior, the store leans into it, with WhatsApp reachable from every page, so hesitant first-time buyers always have a human path to purchase.

Conversion rate: +38% (0.9% to 1.24%)

A faster, cleaner, more intuitive store didn't just look better. It directly moved the numbers that matter: revenue, conversions, and retention.

Great e-commerce design isn't just aesthetics. It's psychology, speed, and structure working together. For fashion brands with Instagram-heavy traffic, removing friction converts better than chasing any redesign trend. By focusing on mobile performance and simplifying the path to purchase, CoHo Retail's store went from a pretty catalog to a real sales engine.

Services: Shopify Website Design · Shopify Development · UX/UI Design · Conversion Rate Optimization (CRO) · E-commerce SEO · Mobile Optimization

Tools: Shopify, Liquid, Figma, HTML/CSS/JS