Wicked Cushions
Complete redesign of a Shopify Plus store for a premium audio accessories brand strategically optimized to drive performance and increase conversions.
Cheeky
Shopify Plus site refresh with custom PDPs, quiz UX, upsells, and SEO improvements - all delivered through Shopify retainer services to boost conversions and engagement.
Shopify retainer for a Shopify Plus dental store to boost UX and performance
| Location | Brooklyn, NY, USA | Cooperation model | |
|---|---|---|---|
| Industry | Ecommerce / Healthcare | Partnership period | June 2022 – now |
| Improvements plan | New features development, UI/UX design, requirements and estimation analysis, support and maintenance | Team size | Shopify Plus developer, Team lead, QA, Project manager, Web designer |
| Technologies | Shopify, Shopify Plus, HTML, SCSS, Liquid, JavaScript, Ruby | ||
About the client
Cheeky is a health US brand that helps people sleep better and smile brighter. The company assists patients in getting teeth grinding and bruxism under control using dental products of high quality at an affordable price. Through direct-to-consumer service, Cheeky ensures that it delivers customized and comfortable solutions with no need to visit a clinic.
The subscription ensures customers receive a new guard every few months, as the dental products wear off with use. Utilizing the latest technology, dental-grade materials, and a customer-first approach, Cheeky is setting a new standard for effective, comfortable oral care.
About the product
The night guard is Cheeky’s hero product, designed to minimize teeth grinding during sleep, resulting in improved dental health and an enhanced overall quality of life. Customers can select upper, lower, or both sets, and choose a type of material and thickness depending on their needs: soft, firm, or hybrid.
The patients make their own dental molds with a kit mailed by Cheeky. The dental company then creates a customized mouthguard and sends it directly to the customer. Cheeky also offers sports mouthguards, teeth whitening kits, water flossers, and even an online dental consultation.
Challenges in the Shopify Plus site
When Cheeky approached DigitalSuits, they faced UX, performance, and customization challenges hindering growth that required expert Shopify Plus development:
- Unclear purchase process
Overall, the purchase journey was unclear and not well-explained for the user; specifically, the benefits of subscribing to plans were not detailed enough, necessitating Shopify card optimization.
- Confusing user flow
The shopping process lacked guidance on which night guard to choose, as the product selection was based only on the material, thickness, or fitting.
- Complicated product structure
Although it appeared as one product, the night guard had three types - one-time purchase, 3-month subscription, and 6-month subscription - requiring a Shopify structure optimization.
- Outdated checkout
Using an older version of Shopify Checkout limited the ability to implement upsells to increase average order value (AOV).
- Poor performance and slow loading
The site loading wasn’t so fast, which hurt its search engine rankings and usability.
- Structural problems and inefficiencies of SEO
Google did not correctly display the product reviews and images in the search results, limiting visibility in organic search results.
Tailored solutions delivered by DigitalSuits
To address these challenges, the DigitalSuits team adopted the following list of improvements through Shopify retainer, focused on user experience, conversion rates, and Shopify Plus structure optimization:
- Redesigned PDP and simplified checkout process
We redesigned the product detail page experience to unify all key customization options within a simplified interface. Tooltips and visuals were added to clarify each option, and the savings with a subscription were clearly highlighted.
- Enhanced product discovery and quiz integration
We simplified the user flow, improving dental store UX and design. All product details are clearly outlined, so users can select the proper night guard without any doubts. Also, we included the quiz, which provides recommendations that have drastically increased conversions.
- Modernized checkout with smart upsells
Using the latest Shopify Checkout, our Shopify Plus developers implemented advanced features to improve performance and included in-cart upsells to ensure Shopify cart optimization and increase AOV. Through our expertise in Shopify app extensions development, we created custom checkout extensions and added banners with upsell deals.
- Implemented dynamic pricing logic
We have created a customer-specific subscription logic that changes according to customer behaviour and product type. This model supports variable pricing over time, which leads to engagement and optimization of customer lifetime value via automated incentives and renewals.
- Conducted A/B testing
We developed a structured approach to A/B testing, optimizing calls to action, page layouts, and user flows based on performance data.
- Optimized site performance
Through code refactoring and script minification, we improved performance through Shopify speed optimization, reducing load times and enhancing the user experience across devices.
- Fixed SEO issues
Our Shopify Plus store optimization has resolved SEO issues by implementing the following improvements:
- Restructured pages to meet modern SEO standards.
- Improved metadata and internal linking.
- Ensured better integration with tools so reviews and correct product images are displayed in Google search results.
Results achieved for the dental Shopify Plus site
Backed by advanced Shopify web development, the cooperation between Cheeky and DigitalSuits resulted in a high-impact Shopify Plus dental store transformation, namely:
- Site speed improvement across mobile and desktop, significantly enhancing performance and engagement.
- Growth in traffic, as a result of SEO and speed enhancements.
- Increase in conversion rates, due to improved dental store design, UX, and dynamic pricing.
- Improved product discovery through the quiz and clean interface, which helps users find the right fit quickly.
Looking for expert development services for your store? Reach out to the DigitalSuits team if you need Shopify development or a top-tier Shopify redesign for your store, regardless of whether you're in dental care or another industry. We’d be happy to help you achieve outstanding results.
Jack Gindi
Co-Founder, Cheeky
5.0
“DigitalSuits provides expert services with a flexible approach to task implementation.”
We brought DigitalSuits on board to spruce up our website because we wanted a fresh new look. The team's technical expertise stayed rock-solid throughout the project, and they had our backs with any technical challenges that popped up.
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