BetterBack

BetterBack's Shopify storefront runs on a custom-built Zest theme — a Liquid-based theme engineered for conversion rather than flexibility. Every section template is built around the product's specific purchase journey: social proof before price, a 5-second setup demo above the fold, and a persistent sticky cart that reduces friction between intent and checkout. Shopify CDN handles asset delivery, with image compression and lazy loading configured at the theme level to keep LCP under 2.5 seconds globally.

The marketing automation stack is built on Klaviyo, with flows covering every lifecycle stage: abandoned cart (3-touch email + SMS), post-purchase onboarding (5-email sequence), win-back at 60/90/180 days, and a review request triggered 14 days after delivery confirmation. Segments are built from Shopify purchase data synced via Klaviyo's native integration — no ETL pipeline, no data warehouse. Each flow is A/B tested at the subject line and send-time level with statistical significance thresholds before promotion.

Attribution runs across two channels: Google Analytics 4 for owned analytics and Meta Pixel for paid social. Both are implemented with server-side event tracking via Shopify's Customer Events API, which fires purchase and checkout events from Shopify's servers rather than the browser — surviving iOS privacy restrictions and ad blockers. GA4 events are forwarded to BigQuery for custom cohort analysis. The Meta Pixel integration uses Conversions API in parallel with browser events, deduplicating on the event_id field to avoid double-counting in Meta's reporting.