Attackletics doubled sales with a neon storefront that opens like a plain one.
A smart batting tee and a finished coaching app, sold from a stock theme. Rebuilt in neon and scanlines, without making the phone pay for it.
2×Sales
+35%Order value
CRO · 7 weeks
The Legacy Line put the story before the price and lifted sales 38%.
The Legacy Line print twentieth-century American photographs onto coasters, mugs and canvases. Each piece scans to the story behind the image. The rebuild made that story the first thing a visitor meets.
ClientThe Legacy Line
SectorPhotographic homeware
MarketUnited States
Timeline7 weeks
ServicesShopify Development, CRO, UI/UX
+38%Sales
<1.5sPage load
01The challenge
The Legacy Line print archival twentieth-century American photography onto coasters, mugs and canvases. Every piece carries a scannable code that opens the story behind the image. The idea is sound and unusual. A buyer is not really paying for a mug. They are paying for a photograph they can explain to someone else.
The store sold all of that as homeware. Photographs sat in a grid at thumbnail size with a price beside them and the story a click away. The obvious fix is better product photography. It was not a photography problem. The images were already the best thing here, and the site was hiding what they meant.
There was also an argument the team could not settle. Archival black-and-white does not behave against black the way it behaves against white. Some frames gain in the dark and others lose their mid-tones entirely. The disagreement had run for months, and every layout decision was waiting behind it.
02Our approach
UX
This purchase is decided in an order the old page reversed. Someone reads the photograph, wants to know what it shows, and only then thinks about postage. So the plan was to rank the page in that order and let the story earn the price, rather than parking it behind a link.
Technical
Two viewing modes and print-grade photography pull against each other. Every image has to be sharp enough to justify a canvas and light enough to arrive quickly on a phone. That was going to be solved in the theme rather than by compressing the archive, because the imagery is the product.
Conversion
Nothing would be changed on opinion. Session recordings ran first, so each decision could point at a moment where a real visitor stopped. That included the presentation argument the team had been having, which was settled by watching what people did with the two modes rather than by taste.
03Design & UX
The photograph leads at the largest size the layout allows, and the story sits directly beneath it. Price and format options come after both, because that is the order in which this purchase is decided. The specification table lost most of its rows. A coaster does not need a feature list when the argument is the image printed on it.
Both modes ship and the site remembers the choice. That is not a comfort setting. It is a second way to look at the stock, because the imagery changes meaningfully between them. On a phone the gallery becomes the page: full-width frames, story text that opens in place, and no fixed banner taking the top of the screen.
Design & UX image
assets/img/cases/the-legacy-line-archival-prints-design.jpgStory above the price
Visitors stop at the point the photograph gets interesting, so the page answers that instead of changing the subject to shipping.
Dark and light, remembered
Some archival frames gain against black while others lose their mid-tones, so the mode is a way of viewing the range rather than a preference.
The code shown as action
Hand somebody the coaster and they can find out what they are holding. That reads as a reason to buy. A small icon in a specification table does not.
Fewer rows, larger frames
The specification table was cut back so the image could run at a size that shows grain, because grain is what makes it archival.
04Development & technical implementation
The rebuild sits on a Liquid theme with no page builder. Page builders add markup and script to every template, and on an image-led store that cost lands exactly where browsing happens. The story block, the code panel and the mode switch are part of the theme itself rather than apps stacked on top of it.
Images are served at the size the device asks for, in one modern format per browser. The archive stays high-resolution in the admin, and the storefront never sends a canvas-sized file to a phone. That is what keeps a gallery of large photographs quick enough to be worth scrolling through.
Hotjar and GA4 ran through the build rather than after it, so the ranking of the page could be checked against behaviour instead of assumed. Search Console tracked the archive as the story pages were indexed, which mattered because those stories are the part of this catalogue that reads as content.
Development image
assets/img/cases/the-legacy-line-archival-prints-build.jpg05
Key solutions.
The parts of the build a visitor would point at.
01
Story behind every image
A scannable code opens the history of the photograph, which is the part of the purchase people actually talk about.
02
Dark and light modes
The store ships both and remembers the choice, so archival frames can be viewed the way each one reads best.
03
Quick on heavy photography
Pages stay fast even when the imagery is print-grade, so browsing does not end before the best frames appear.
04
An archive worth searching
Visitors can find a subject, an era or a place instead of scrolling a grid that treats every photograph as identical.
05
Decisions from session data
Recordings showed where people stopped, so the layout was ranked on what visitors did rather than on internal preference.
06
The result.
What the work changed, in the numbers the client reports.
+38%Sales
<1.5sPage load
Sales are up 38%. The catalogue did not change and neither did the prices. What changed is that a visitor now meets the photograph before the product, and the story before the postage. People who understand what they are looking at buy more of it.
Pages load in under 1.5 seconds, which for an image-led store is the whole argument. Browsing is the behaviour that sells here, and a slow gallery ends it early. Speed is not a technical badge on this site. It is the difference between seeing four photographs and seeing forty.
The dual mode also settled the question the team had been running for months, and settled it with recordings rather than taste. The answer was that both modes were needed. Decisions of that kind get cheap once somebody is watching real sessions instead of defending a preference.
07
The finished site.
Live, and running the business it was built for.
The store is live with the archive in both modes, every piece linked to the story behind its photograph. Frames run large, the story sits above the price, and the code on the object does the same job in the hand as it does on the page.
Visit the live site“
We argued about dark mode for a week. Then we watched people switch it on and stay longer, and the argument ended.
— Founder, The Legacy Line
09
Tech stack.
What it is built on, and what it talks to.
ShopifyLiquidHotjarGA4Search Console
10
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