Nyra London
A premium lighting storefront rebuilt for mobile conversion
Largest contentful paint on mobile
down from 6.4s
Mobile add-to-cart rate
Checkout abandonment
01 — Context
Where the client was
A premium lighting brand where most traffic arrives on mobile from social and search, but the storefront had been designed desktop-first. Every seasonal campaign also required developer time, which capped how often marketing could act.
02 — Problem
The problem, commercial and technical
A slow, cluttered catalogue made discovery difficult on mobile, and seasonal campaigns required developer time to launch.
Two constraints compounded: image-heavy product pages made mobile performance the primary conversion blocker, and a hardcoded campaign layer made the marketing team dependent on engineering for routine launches.
03 — Approach
What we did
- Rebuilt the catalogue with faceted search and fast, image-optimised listings
- Streamlined checkout to reduce steps and abandoned carts
- Created a reusable campaign layout for seasonal collections
- Ran paid social and search campaigns against product margin, not clicks
Key decisions and trade-offs
Performance budget as a hard gate
A largest-contentful-paint budget was enforced in CI. Features that broke the budget didn't ship until they were made to fit — which is why the gains held after launch.
Campaigns owned by marketing
A reusable, configurable campaign layout removed engineering from the seasonal launch path entirely.
Spend measured against margin
Campaign optimisation targeted contribution margin rather than clicks or ROAS, which changed which products were promoted.
05 — What we run today
After go-live
We maintain the storefront and performance budget, and run the paid search and social programme on a monthly retainer.
Technology
Industry
Retail & E-Commerce
Engagement
Delivered by a dedicated senior squad. See engagement models.
Book a technical scoping callTell us the problem. We'll come back with a scope, timeline, and price.
A 45-minute call with an engineer, not a sales deck. You'll get honest feedback on approach, effort, and fit within one business day.