Ongoing Shopify Plus support, tuned for performance & conversion.
Ornamental Trees is one of the UK's leading online tree growers, shipping nationwide from River View Farm in Yorkshire. We took over support and maintenance of their Shopify Plus store — keeping the theme current and fast, refining the storefront, product and cart journeys, and automating fulfilment — all behind a roadmap of conversion improvements.
British-grown trees, delivered nationwide.
Ornamental Trees (River View Farm, Leathley) is a Yorkshire-based grower and online retailer with over 20 years' experience, and one of the UK's leading online tree suppliers. They offer an extensive range — ornamental and fruit trees, hedging, shrubs and climbers — from great-value young and bare-root plants right through to mature, instant-impact specimens grown over many years.
Every plant is quality-checked, watered and packaged on-site before despatch nationwide. Their store runs on Shopify Plus, and they brought us in for support and maintenance — keeping the Dawn theme current and quick, refining the storefront and buying journeys, and automating fulfilment, alongside a roadmap of conversion work.
Keep the store fast, current and converting.
Ornamental Trees needed an ongoing Shopify Plus partner — to keep the theme up to date and quick, sharpen the storefront and buying journeys for conversion, and take the operational load off the team — all wrapped in a clear improvement roadmap.
Faster, current theme
Keep the Dawn theme up to date and lift Google PageSpeed on both desktop and mobile.
Better buying journeys
Refine header, navigation, product, cart and advice journeys to remove friction and lift conversion.
Smarter operations
Automate the back office — plant passports, packing slips, grouped products and B2B discounting.
Performance data, landing soon.
The store is live, current and on its improvement roadmap. We're now gathering a clean baseline so we can publish real conversion, revenue and average-order-value figures here as the roadmap activities take effect.
Conversion rate uplift
Conversion measured against the new baseline as storefront, product and cart improvements bed in.
Revenue growth
Online revenue growth tracked across a full trading window of optimisation work.
Average order value
How advice-article upsells, grouped products and clearer journeys lift average basket size.
★ This case study will be updated with live KPIs once Ornamental Trees has a full post-optimisation trading window. Watch this space.
Support, maintenance and a steady stream of improvements.
Eight delivery workstreams — from theme & performance through storefront, product, cart, advice and fulfilment — all focused on a faster, smoother, better-converting store.
Theme & Performance
FoundationsDawn theme update
Updated the Dawn theme from 15.0.0 to 15.4.0, keeping the storefront on a current, well-supported base.
Desktop PageSpeed
JavaScript tweaks to lift the Google PageSpeed performance score on desktop above 50.
Mobile PageSpeed
Removed unused CSS and minified to lift the mobile performance score for the majority of visitors.
Header & Navigation
StorefrontSearch & announcement bar
Made search results smaller so more show without scrolling, and changed the announcement bar colour so it stands out.
Nav & contact details
Narrowed the below-menu nav, replaced two footer emails with contact icons, and surfaced the phone number.
Sticky back-to-top & header
Added a sticky “back to top” (not just in the footer) and fixed the header hiding its top part on scroll.
Mobile header polish
Shrank and moved the 10% badge with a close button, and set the sticky header to hide when the menu is open, with the close button moved into the menu.
Footer & Category Pages
DiscoveryFooter ordering
Moved the footer links above the other footer elements so the most useful links are found first.
Category page order
Swapped the category-page sections so helpful advice articles sit above company information.
Shop by Collection
Relocated “Shop by Collection” into the filter / below the listings, keeping the browse experience tidy.
Product Pages
Conversion detailOptions & key features
Removed or linked the “X options available” label on product blocks, and lifted product key features above the fold, out of the description tab.
PDP layout & gallery
Moved key elements to the right side of the product detail page and placed the gallery tiles below the image rather than to the left.
New product FAQs tab
Added a new, lighter FAQs tab on the product page — a focused version of the full FAQs, answering buying questions in context.
Cart & Minicart
CheckoutMinicart bug fixes
Fixed or removed the non-working magnifying-glass icon, and resolved the JS bug where the basket count didn't update without a refresh.
Cart behaviour & layout
Prevented page scroll while the minicart is open, fixed quantity alignment, moved the remove icon away from the +, and removed delivery text from the cart / mini basket.
Help & Advice
Content & upsellUpsell tiles in articles
Added product tiles within advice articles to upsell relevant trees, plants and accessories at the moment of intent.
Expandable advice filters
Added expandable filters on the advice category pages so visitors can narrow to the guidance they need quickly.
Operations & Fulfilment
OperationsGrouped products → simple landing
Made grouped-product options click through to a dedicated simple-product landing page for a clearer buying path.
Mobile grid & banner control
Set mobile listings to 2 products per row instead of 1, and gave admin control over banner height.
Plant passport labels
Automated plant passport labels per order — one per plant — to meet UK plant-health requirements without manual effort.
Packing-slip fix
Stopped duplicate packing slips being generated on partially fulfilled orders, cleaning up the despatch workflow.
Search, Discounts & B2B
IntegrationsVariant-level discounts
Set up discount codes driven by variant-level tagging plus an app, giving precise control over what's discounted.
Dynamic add-ons review
Reviewed the dynamic add-ons setup so cross-sell extras (stakes, ties, feed) are presented cleanly at the right point.
Next up — guided journeys & smarter stock.
Support and maintenance is ongoing. The headline next step is a guided buying journey — here's the concept we're designing, alongside the other agreed roadmap activities.
A guided “choose your size” journey
A custom user journey that helps shoppers pick the right tree by size and format — Mature, Young, Multi-Stem or Bare Root — with a clear, confident path to checkout. This is the concept; the build is on the roadmap.
Custom user journey
Build the guided “choose your size / ways to buy” flow shown above, turning a complex range into a simple, conversion-friendly choice.
Hedge Finder customisation
Customisation of the Hedge Finder tool (#5301) to help customers spec the right hedging for their length, height and budget.
Updated inventory management
An updated inventory-management approach to keep stock accurate across a large, seasonal living range.
Delivered alongside trusted commerce partners.
Ornamental Trees runs on a partner stack chosen for performance, retention and reliable fulfilment — the people and platforms we work with to keep the store fast, the marketing working and every order out the door.
The enterprise Shopify Plus platform powering the storefront — fast and reliable at seasonal peak.
Linnworks connects the store to stock, despatch and multichannel order management.
Klaviyo drives retention and repeat purchase with segmented, automated flows.
Shiptheory routes orders to couriers and automates shipping labels for fast despatch.
Supported on a fast, modern Shopify stack.
Want a Shopify Plus store that's fast, polished and always improving?
Whether you need ongoing theme and performance support, a sharper storefront and buying journey, or back-office automation that scales with your range — we'd love to help. Tell us about your store and we'll show you how we'd approach it.