A complete conversion-driven Shopify redesign and rebuild for Orpheus

Premium skincare customers rarely buy on aesthetics alone. They want to understand what a formula does, why they should trust it, whether it suits their skin, and where it belongs in their routine.

With five formulas that can work individually or together, Orpheus needed a store that could tell a distinctive brand story without making customers work too hard to decide what to buy.

From our experience at craftberry with beauty Shopify stores, this is often where conversion gets won or lost. The more sophisticated the product, the more important it becomes to turn information into a clear decision path.

We started by looking at how customers actually used the existing store. Analytics showed us where people moved through the journey, while session recordings helped us see where they slowed down, searched for information, or hesitated.

We paired that with a broader review of the premium skincare market to understand how strong brands balance education, aspiration, trust, and product discovery.

That research gave us a simple design principle: make every next step easier.

The homepage introduces Orpheus, its science, and the five formulas as one connected system.

We rebuilt navigation around the formulas themselves and gave customers direct access to bestsellers and sets across desktop and mobile.

On product pages, we organized the content around the questions that matter before someone commits to premium skincare: what does the formula do, what powers it, who is it for, and how does it fit into the wider routine?

Trust had to sit close to the decision as well. Reviews and shoppable UGC videos bring real customer proof closer to the add-to-cart, so shoppers can move from learning about a formula to feeling confident enough to buy it.

For skincare, the commercial opportunity does not end with the first order. Products run out, routines repeat, and the best retention experience makes coming back feel easier than starting over.

That is why we approached subscriptions as part of the customer journey rather than another feature to add to the stack.

From our experience at craftberry, we have noticed the subscription offer works best when it matches how customers already use the product.

We implemented Recharge to make repeat purchasing simple for customers who want to stay consistent with their routine.

We also connected Smile for loyalty and affiliates. Together, the two programmes give Orpheus more ways to build value after the first purchase.

Because craftberry keeps research, UX/UI, and Shopify development in-house, we could take the logic behind the new customer journey directly into the build.

Shopify Bundles made existing sets such as the Resurrection Duo and Glow Trio easier to discover and buy.

In the cart, a dynamic free shipping bar and relevant product recommendations create another natural opportunity to add the next step in the routine before checkout.

The work also continued behind the storefront.

We connected Klaviyo for email and automated flows, set up tracking across GA4, Google Tag Manager, and Meta, and mapped 301 redirects before launch to help preserve the organic visibility built by the previous store.