We talk through your setup and goals. No account access needed upfront.
ZinCuTec makes furniture from burnished brass and brushed stainless steel in Nürtingen. Since April 2026, we have been fully responsible for the online shop: the migration from WooCommerce to Shopify, a custom-developed theme, the email marketing in Klaviyo and documented checks before publishing.
ZinCuTec comes from metalwork and has been selling its own furniture and objects since 2025. The pieces are high quality, handmade in Germany and need explaining. The store had to present them calmly, offer consultation and made-to-measure pieces, and work in several EU markets.
In parallel, an SEO agency works on content and rankings. For their work to pay off, the store has to be fully readable for Google. And the ZinCuTec team should be able to update products and copy on their own, without needing a developer for every change.
An honest split: what we do ourselves and what others contribute.
We are responsible for the technical implementation and its checks. We agree scope and publishing with ZinCuTec.
Status as of 17 October 2026. Languages and flow status freshly checked; implementation details from the dated project reports.
Moved from the WordPress store with WooCommerce to Shopify and developed a custom theme. Since October 2026 with Liquid instead of the earlier React front end, based on Horizon.
German, English, French, Spanish and Italian.
Built in August 2026, before that nothing was active in the account.
Implemented in coordination with the SEO agency.
Appointment requests run through a dedicated Cloudflare Worker with a confirmation email and calendar link. We fixed a time zone bug in the calendar links in October 2026.
A Sunset flow with clear rules on who counts as inactive, and safeguarded suppression of inactive contacts via a dedicated Worker. We cannot prove the impact yet; the list is too young for that.
The first store was a React front end. To visitors everything looked finished, to Google it did not.
Without JavaScript, the store delivered hardly any content and links without a target. The SEO agency had found this during its audit.
Not a new design, but a version for search engines: all content and real links already in the delivered HTML, with the same look.
Server-side rendered content, structured data and a before-and-after comparison confirming that the visible page stays unchanged.
Fixed in July 2026 within two days, confirmed by the agency.
Later, we replaced the React front end completely with standard Shopify.
Product data existed twice, in the code and in Shopify. Prices drifted apart, and every change needed developer work.
Rebuild on Liquid and metafields, in stages rather than in one big cut.
Two comparison runs, each with 148 planned page routes in three screen widths (visuals, page structure, interaction), plus an SEO comparison. The documented differences were used for targeted follow-up work.
Live since 7 October 2026. The total theme file size was reduced from around 236.4 to 35.9 MiB, partly by removing unused media. This is a storage size figure, not a measured improvement in loading time. Product content is now maintained in the Shopify admin.
An inconspicuous gap in Klaviyo that would have confused recipients.
While someone was protected in the Welcome flow, the first email of another flow could be skipped. Email 2 or 3 would then have arrived without email 1 ever being received.
The rule belongs on every single follow-up email, not as a filter on the whole flow. Otherwise entire Winback runs would have been blocked.
Email 2 only goes out if email 1 was verifiably received, email 3 only after emails 1 and 2. Checked via the Klaviyo event “Received Email” and the ID of the previous email.
Live since 20 August 2026: 18 of 18 follow-up emails safeguarded, then all 12 affected flows read out again and checked.
Changes to a running store have to be right before customers see them.
One wrong change in the live theme can damage the store. Separate working copies and a documented way back reduce this risk.
New versions are only built in an unpublished copy of the theme. A version only goes live once we have checked and approved it.
A backed-up starting point, a comparison of the changes and a documented way back to the last checked version.
In use since October 2026 for all theme work.
The scope of checks depends on the change. Larger rebuilds get additional page and SEO comparisons.
What gets built, how it is measured and what must not happen.
Theme changes are made in an unpublished copy. Product and content data stored store-wide are checked separately.
Depending on the change: visual comparison, SEO comparison, loading time measurement and structured data against visible values.
Review on desktop and iPhone with a checklist, follow-up work where needed.
We put it live. Backup and way back are ready.
Schematic illustration of the workflow
We don't share revenue, conversion or open figures here. There is no reliable before-and-after comparison for them yet, and business figures belong to the client.
A redesign based on a new graphic design is in progress. Before go-live, the relevant display, functional and SEO checks will follow, along with approval.
In the free audit, we look at your setup and tell you honestly what we would change.
