Case Study  ·  The Northumberland Candle Company  ·  Website Redesign

Same store.
Built to convert.

Full storefront rebuild  ·  2026

The old site was a stock Shopify theme doing the bare minimum: a plain header, a single static banner, and a checkout journey with a dozen small bits of friction stacked on top of each other. We rebuilt it front to back, homepage down to the cart, with one goal: make it easier to go from "just looking" to "checked out."

Same homepage, months apart

Before and after

Same store, same products. On the left, the old homepage: a single bundle offer up top and a generic layout underneath. On the right, the rebuilt homepage: warm, image-led, and selling the actual product from the moment it loads.

The Northumberland Candle Company homepage, before and after the redesign
Before  ·  single bundle offer, generic layout After  ·  product-led hero, real photography
Under the hood

What we actually changed

Not just a fresh coat of paint. Most of the work is the stuff shoppers feel but don't consciously notice, the friction that quietly makes them leave.

01
Sticky Add to Cart bar
Scroll down a product page and the size, quantity and Add to Cart button stay pinned to the bottom of the screen. No more scrolling back up to buy once you've decided.
02
Free shipping progress bar
The cart now shows exactly how close you are to free shipping, with a running total and a little truck that fills in as you add items. Simple nudge, higher average order value.
03
Variant pills instead of dropdowns
Scent and colour choices are now tappable pills you can see at a glance, not a clunky native dropdown that hides every option behind a tap.
04
Custom accordion for product info
Ingredients, burn times and shipping info collapse into clean expandable sections instead of one long wall of text under every product.
05
Frequently bought together
Product pages now suggest what pairs well with what you're already looking at, with a one-click add, instead of leaving cross-sells to chance.
06
Sale pricing that actually reads as a sale
Fixed the price display so discounted products show the original price struck through next to the new price, so the saving is obvious instead of just showing one number.
Where things stand since

The trajectory since launch

The redesign shipped just before the store's first paid social campaign, so the two have been working together rather than in isolation. Here's what the store has looked like since.

100
New customers
first 8 days of paid social
8.2×
New-customer return
new revenue ÷ ad spend
£4,469
Revenue in window
156 orders · £28.64 AOV

We can't cleanly separate what share of that came from the new site versus the ads themselves, they launched close together. What we can say: a faster, clearer, mobile-friendly store with less friction in the cart and on product pages gives every pound of ad spend a better chance of actually converting once someone lands on it.

Your site could be next

Slow, cluttered, or just not converting?

We build and rebuild ecommerce and small business sites the same way we grow social accounts, stripped of friction, built around what actually moves people to buy.

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FUSION CREATIVE  ·  Website Redesign  ·  The Northumberland Candle Company
Method: "before" homepage is a real capture of the store's previous homepage; "after" captured from the live site post-launch. Growth figures pulled from the same window covered in the store's paid social performance brief.