E-commerce Case StudyClient: Luma LifestyleTimeline: 8 Weeks

E-commerce Experience

Increasing conversion rates through performance optimization

Luma is a high-growth Direct-to-Consumer (D2C) lifestyle brand with over 100,000 monthly active shoppers. High page bounce rates on mobile and sluggish catalog navigation were dragging down ad conversion efficiency.

+65%

Conversion Rate

0.8s

LCP Score

+120%

Mobile Revenue

The Core Challenge & Pain Points

A D2C lifestyle brand was seeing high bounce rates due to slow page loads and a clunky mobile checkout experience.

Key Technical Obstacles

Traditional monolithic Shopify theme loaded over 4.5MB of bloated third-party JavaScript scripts.

Largest Contentful Paint (LCP) exceeded 3.8s on 4G mobile devices, violating Core Web Vitals thresholds.

Multi-step checkout flow resulted in a 68% cart abandonment rate on mobile traffic.

Engineering Strategy & Solution

Rebuilt the storefront using Next.js and Shopify Headless API with a focus on Core Web Vitals optimization, ISR for product pages and a streamlined one-page checkout.

Architecture & Implementation Highlights

System Component 1

Headless Storefront on Next.js App Router: Edge-rendered product catalog with sub-50ms TTFB across worldwide edge nodes.

System Component 2

Incremental Static Regeneration (ISR): Instantaneous page loads with background cache revalidation upon inventory changes.

System Component 3

Optimized Asset Pipeline: Next/Image optimization with WebP/AVIF formats and responsive layout shifts elimination (CLS = 0.00).

System Component 4

Streamlined Single-Page Checkout: Frictionless mobile payment sheet integration with Apple Pay and Google Pay.

Production Deliverables Shipped

Sub-second headless storefront with 100/100 Google Lighthouse performance score

Custom headless search and filtering UI with Algolia instant search

Tailored design system with micro-interactions and Framer Motion transitions

Integrated analytics tracking with server-side GTM event streaming

Client Verification

“The impact on our bottom line was immediate. Deanka technologies understood not just the technology, but the business metrics that actually matter to us.”

James Wilson

Head of Digital at Luma