Shopify E-commerce Optimization for Kettle & Fire
M Danyal
๐๐๐จ๐ฎ๐ญ ๐๐๐ญ๐ญ๐ฅ๐ & ๐
๐ข๐ซ๐: Kettle & Fire is a wellness-focused food company based in Austin, Texas, known for pioneering ready-to-drink bone broth made from grass-fed bones and organic ingredients. Their core product, bone broth, is designed to support gut health, joint strength, and overall vitality. The product line includes several savory flavors such as Chicken, Beef, Mushroom Chicken, and even Keto and Paleo-friendly blends.
Their website (http://www.kettleandfire.com) is a major e-commerce hub serving thousands of health-conscious consumers across the United States with subscription plans, bundle offers, and educational content around bone broth nutrition.
๐๐ก๐๐ญ ๐ ๐๐ข๐ - ๐๐๐ฌ๐ข๐ ๐ง, ๐๐๐ฏ๐๐ฅ๐จ๐ฉ๐ฆ๐๐ง๐ญ & ๐๐ง๐ญ๐๐ ๐ซ๐๐ญ๐ข๐จ๐ง: I was brought on board to redesign and optimize the Kettle & Fire website, aligning the visual and technical experience with the brandโs health-centric mission and high-traffic e-commerce goals. Below is a summary of my role:
๐๐๐ ๐๐๐ฌ๐ข๐ ๐ง & ๐๐/๐๐:
1. Refreshed the homepage layout with a modern, conversion-friendly aesthetic.
2. Optimized the product pages with a clear structure for ingredients, nutritional info, and benefits.
3. Enhanced mobile responsiveness and usability to improve performance on all devices.
4. Created landing pages for seasonal bundles, promotions, and new product launches.
๐๐ก๐จ๐ฉ๐ข๐๐ฒ ๐๐๐ฏ๐๐ฅ๐จ๐ฉ๐ฆ๐๐ง๐ญ:
1. Custom theme development on Shopify, leveraging Liquid templating and Shopifyโs ecosystem.
2. Integrated Shopify Plus features like dynamic checkout, subscription upsells, and post-purchase offers.
3. Enabled quick-add functionality on product listing pages to reduce click-through friction.
๐๐ซ๐-๐๐๐ซ๐ญ๐ฒ ๐๐ง๐ญ๐๐ ๐ซ๐๐ญ๐ข๐จ๐ง & ๐๐ฎ๐ญ๐จ๐ฆ๐๐ญ๐ข๐จ๐ง:
1. Integrated ReCharge for subscription management and seamless recurring orders.
2. Connected Klaviyo for email marketing flows and abandoned cart sequences.
3. Set up Hotjar and GA4 to track user behavior and refine UX based on analytics.
4. Ensured compliance with SEO best practices and Core Web Vitals standards.
๐๐๐ซ๐๐จ๐ซ๐ฆ๐๐ง๐๐ & ๐๐ฉ๐ญ๐ข๐ฆ๐ข๐ณ๐๐ญ๐ข๐จ๐ง:
1. Reduced page load time by optimizing images, scripts, and implementing lazy loading.
2. Enhanced site security and scalability to handle high-volume traffic during promotions.
3. Tested extensively across browsers and devices to ensure consistent functionality.
๐๐๐ ๐๐๐ฌ๐ข๐ ๐ง & ๐๐/๐๐:
Refreshed the homepage layout with a modern, conversion-friendly aesthetic.
Optimized the product pages with a clear structure for ingredients, nutritional info, and benefits.
Enhanced mobile responsiveness and usability to improve performance on all devices.
Created landing pages for seasonal bundles, promotions, and new product launches.
๐๐ก๐จ๐ฉ๐ข๐๐ฒ ๐๐๐ฏ๐๐ฅ๐จ๐ฉ๐ฆ๐๐ง๐ญ:
Custom theme development on Shopify, leveraging Liquid templating and Shopifyโs ecosystem.
Integrated Shopify Plus features like dynamic checkout, subscription upsells, and post-purchase offers.
Enabled quick-add functionality on product listing pages to reduce click-through friction.
๐๐ซ๐-๐๐๐ซ๐ญ๐ฒ ๐๐ง๐ญ๐๐ ๐ซ๐๐ญ๐ข๐จ๐ง & ๐๐ฎ๐ญ๐จ๐ฆ๐๐ญ๐ข๐จ๐ง:
Integrated ReCharge for subscription management and seamless recurring orders.
Connected Klaviyo for email marketing flows and abandoned cart sequences.
Set up Hotjar and GA4 to track user behavior and refine UX based on analytics.
Ensured compliance with SEO best practices and Core Web Vitals standards.
๐๐๐ซ๐๐จ๐ซ๐ฆ๐๐ง๐๐ & ๐๐ฉ๐ญ๐ข๐ฆ๐ข๐ณ๐๐ญ๐ข๐จ๐ง:
Reduced page load time by optimizing images, scripts, and implementing lazy loading.
Enhanced site security and scalability to handle high-volume traffic during promotions.
Tested extensively across browsers and devices to ensure consistent functionality.
๐๐ฎ๐ญ๐๐จ๐ฆ๐:
The site not only reflected Kettle & Fireโs health-first mission but also delivered:
Increased user retention through better navigation and product education.
Higher conversion rates from subscription-based products.
Enhanced customer experience with fast, frictionless checkout and dynamic content
๐๐๐จ๐ฎ๐ญ ๐ญ๐ก๐ ๐
๐จ๐ฎ๐ง๐๐๐ซ & ๐๐๐: Kettle & Fire was co-founded by Justin Mares, who currently serves as the CEO. A seasoned entrepreneur, Justin previously co-authored Traction and is known for building health-conscious consumer brands. His vision with Kettle & Fire is to bring the healing benefits of slow-simmered bone broth to a broader audience through convenience and premium ingredients.
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Posted Jul 10, 2025
Focused on optimizing product pages, improving mobile responsiveness, integrating third-party apps, and ensuring a smooth checkout experience.
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