Overview
Solo Brands recently replatformed its ecommerce experience from BigCommerce to Salesforce Commerce Cloud (SFCC), leveraging a modern, headless architecture with a PWA Kit React frontend. The replatform aimed to modernize the commerce stack, improve scalability, and unlock long-term growth.
Despite the architectural upgrade, the business experienced a year-over-year decline in revenue post-launch. Space Dinosaurs was engaged to diagnose the root causes, identify high-impact opportunities, and deliver performance and conversion improvements to stabilize and accelerate growth.
Space Dinosaurs quickly came in, provided a comprehensive assessment in 1 week detailing the problems, and made recommendations to improve UX, tech platform stability, Core Web Vitals (CWVs), SEO, conversion rate optimization (CRO), and overall customer experience. We aligned on the definition of success and KPIs with Solo Stove and started to see results after only 2-3 weeks with major improvements seen over the course of only 12 weeks!
Business Challenge
Following the replatform, Solo Brands faced declining revenue trends despite stable traffic levels.
The core challenge was twofold:
- Technical performance issues were degrading the customer experience.
- UX friction was negatively impacting shopping behavior and checkout conversions.
Solo Brands engaged Space Dinosaurs to quickly identify what was broken, prioritize what mattered most, and deliver measurable improvements.
Key Factors Driving Revenue Decline
Technical Issues
- Inconsistent site performance impacting Core Web Vitals, particularly Largest Contentful Paint (LCP)
- Add-to-cart and checkout reliability issues
- Cloudflare geo-based traffic splitting creating inconsistent user experiences across regions
UX & Conversion Challenges
- Friction in navigation and product discovery
- Inefficient purchase flows leading to abandonment
- Disruptions to established user behaviors from the prior platform
Phase 1: Discovery & Diagnosis
The first phase focused on building a clear, data-driven understanding of the problem and translating findings into actionable recommendations.
1. Problem Definition
Space Dinosaurs assessed both business and technical KPIs to establish a baseline and quantify impact:
- Traffic, revenue, conversion rate, and average order value (AOV) trends
- Funnel performance (product views → cart → checkout → purchase)
- Core Web Vitals (LCP, CLS, INP)
- UX and usability benchmarks
2. Website Audit & Analysis
A comprehensive audit was conducted across performance, architecture, and experience layers, resulting in detailed documentation of:
- Performance bottlenecks impacting LCP and interactivity
- Frontend and integration inefficiencies affecting add-to-cart behavior
- Checkout flow issues contributing to conversion loss
- UX inconsistencies introduced during the replatform
The audit surfaced root causes tying technical decisions directly to conversion and revenue impacts.
3. Recommended Solutions
Based on the findings, Space Dinosaurs delivered a prioritized roadmap of improvements across:
- Frontend performance optimization (LCP, rendering behavior)
- Add-to-cart and checkout reliability
- UX simplification and friction reduction
- SEO and organic traffic experience improvements
Each recommendation was mapped to expected KPI lift to support confident decision-making.
Phase 2: Execution & Optimization
In Phase 2, Space Dinosaurs partnered with Solo Brands to implement the enhancements identified during discovery.
Key initiatives included:
- Performance optimizations targeting LCP and page load consistency
- Improvements to cart functionality and purchase flow reliability
- UX refinements to navigation, product discovery, and conversion paths
- Adjustments to address regional traffic handling and organic user journeys
Results Delivered
The combined impact of diagnosis and delivery led to significant, measurable gains:
- 62% improvement in Largest Contentful Paint (LCP) vs. pre-launch
- 37% improvement in cart visits YoY
- 25% lift in organic conversion rates YoY
These improvements stabilized post-replatform performance and positioned Solo Brands to resume sustainable growth on its modern commerce stack.
Outcome
By grounding recommendations in data and executing against the highest-impact opportunities, Space Dinosaurs helped Solo Brands turn a challenging replatform into a foundation for long-term success. The engagement demonstrated how thoughtful optimization of performance, UX, and conversion can unlock the full potential of a modern headless commerce architecture.
