Last updated:
Modest Maillot: Shopify Optimization Cut Load Times Below 2 Seconds and Increased Conversion by 30%
Shopify storefront performance optimization and a mission-led redesign for Belgian luxury modest swimwear brand Modest Maillot, with a sustainability category added to the main menu.
Project Summary
Elogic Commerce optimized the Shopify store of Modest Maillot, a Belgian luxury modest swimwear brand focused on sustainability and recycling. The project combined storefront performance optimization with a targeted redesign to improve speed, customer experience and the visibility of the brand’s environmental mission, without rebuilding the store.
After performance testing, Elogic removed heavy apps and trimmed the theme’s JavaScript, bringing page load time from over 4 seconds to under 2 seconds on both mobile and desktop. In the first four months after the optimization, the conversion rate rose by 30%, mobile bounce rate fell by 22% and organic clicks grew by 20%. The redesign also added a sustainability category to the main navigation, making the brand’s commitment to recycling visible from the first click.
Key Outcomes
Under 2 seconds
page load time on mobile and desktop, down from over 4 seconds
+30%
conversion rate in the first 4 months after optimization
−22%
mobile bounce rate in the first 4 months after optimization
+20%
organic clicks in the first 4 months after optimization
About the Client
Modest Maillot is a Belgian luxury swimwear brand specializing in modest women’s swimwear made with recycled polyamide fabrics. It is an established brand with a global market presence, and sustainability and recycling are central to its identity: its mission is to recycle every strand of polyamide fabric it can find.
Project Complexity
The existing Shopify store was professionally designed and functionally sound. The challenge was to find the performance issues without rebuilding the storefront or disrupting its existing experience.
Pages took more than four seconds to load, creating friction in the shopping experience.
The client did not want a simple redesign. It wanted its values of sustainability and recycling to come across at first glance.
The redesign had to build on the site’s strengths and differ from competing stores.
The brand planned to add new vendor catalogs and needed a storefront that would stay fast as the assortment grew.
Business Challenge
01
Pages took more than four seconds to load on an otherwise well-built Shopify store
02
The brand wanted faster performance without rebuilding the store
03
Its sustainability mission was not prominent enough in the customer journey
04
The redesign needed to differentiate the brand from competitors
05
The store had to stay fast as new vendor catalogs were added
Elogic Commerce's Solution
Storefront performance optimization
Elogic Commerce ran performance testing across the storefront and found the main causes of the slow load times. The team removed heavy apps that added scripts to every page and trimmed the theme’s JavaScript, bringing page load time from over four seconds to under two on both mobile and desktop.
Mission-led redesign
Elogic Commerce analyzed the brand’s pages and those of its competitors. Modest Maillot’s site had several strengths, and the first change was clear: add the sustainability category page to the top menu, so the brand’s purpose is visible from the first click.
Preparing for catalog growth
The optimization work also took the brand’s planned catalog expansion into account, helping prepare the existing storefront for future vendor additions without sacrificing speed.
| Change | Effect |
|---|---|
| Heavy apps removed and theme JavaScript trimmed | Load time from 4+ seconds to under 2 seconds on mobile and desktop |
| Sustainability category in the top menu | The brand’s mission is visible immediately |
| Faster, smoother UX | Higher conversion, lower mobile bounce rate and more organic clicks |
Results & Business Impact
Page load time under 2 seconds
After removing heavy apps and trimming theme JavaScript, page load time fell from over four seconds to under two on both mobile and desktop, and the store reached green-zone speed scores.
Higher conversion rate
In the first four months after the optimization, the conversion rate rose by 30% in relative terms, as faster pages and a smoother journey reduced friction for shoppers.
Lower mobile bounce rate
Mobile bounce rate fell by 22% in relative terms over the same period, as smartphone visitors no longer had to wait for slow pages.
More organic clicks
Organic clicks grew by 20% in the first four months after the optimization, alongside the faster, technically healthier storefront.
Stronger sustainability positioning
The sustainability category in the main navigation makes the brand's environmental mission easy to find for every visitor.
Capabilities Demonstrated
01
Shopify storefront performance testing and optimization: app cleanup and theme JavaScript reduction
02
Competitor and page analysis
03
Mission-led UX and navigation design
04
Conversion rate optimization
05
Targeted improvements without a full rebuild
When This Solution Is a Good Fit
A targeted optimization and redesign makes sense when a store is already well designed and on a solid platform, but speed and focus are holding it back. It works best when a performance audit comes first, fixes target real bottlenecks and design changes are guided by the brand’s mission and competitor analysis.
It is generally not the right fit when the store’s design, platform or catalog structure no longer fits the business, where a rebuild or replatforming will deliver more than targeted fixes.
Planning an Ecommerce Transformation?
Elogic Commerce can test your store, fix the real bottlenecks and refocus your design on what matters to your brand. Contact us to discuss your project.