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Case study · Shopify

How we redesigned ZILK Sleep’s Shopify store to sell luxury silk in 3 languages with Conversion Optimization

ZILK’s shoppers choose silk by colour and buy on trust, so we built the store around both in one month. We gave every silk colour its own card in collections, built the Silk Sleep Kit to sell as one product with live stock states, moved all 1,240 reviews across, and kept mobile pages loading in 1.7 seconds in English, Dutch, and German.

3Languages at launch: English, Dutch, German
57 → 91Mobile PageSpeed score
1.7sMobile load time (LCP)
Book a Strategy Call Visit zilksleep.com (opens in a new tab)
Country
Netherlands
Project
Shopify Redesign
Timeline
1 month
Built on
Shopify
zilksleep.com
ZILK Sleep homepage showing silver-ion mulberry silk pillowcases and sleep masks
Homepage, zilksleep.comHoverTap to scroll the full page
01The brief

A store that feels as premium as the silk

ZILK Sleep sells silver-ion mulberry silk pillowcases, sleep masks, and bedding for healthier skin and hair. Founder Elizabeth Cook needed a store that explains the science of silver-ion silk without feeling clinical.

Shoppers had to see every colour at a glance, and the store had to sell in several languages and currencies from relaunch. Also, there are problems with loading speed and mobile layout.

02What we built and why

Four decisions that shaped the store

02.1

Every colour gets its own card in collections

The problem
Shopify shows a product once in a collection. A pillowcase in 7 colours looked like one pillowcase in one colour.
What we built
Collection pages that list each colour as its own card, linking straight to that colour on the product page, with swatches to switch.
Why this way
People choose silk by colour. Showing every colour up front saves a click and shows the full range at a glance.
64colour pages now listed in Google
02.2

A sleep kit that sells as one item

The problem
The Silk Sleep Kit comes in 8 colours and 3 sizes. It had to sell as one product while keeping stock right for every piece inside it.
What we built
Kit logic in the theme, with Order, Pre-order and Notify me states that switch on their own as stock changes.
Why this way
A shopper never buys a kit that cannot ship, and the product page stays light because no bundle app loads on it.
€89average kit order vs €54 for single items
02.3

Every review moved over, nothing lost

The problem
ZILK's customer reviews were its strongest proof. Launching with empty product pages would cost sales.
What we built
A full migration of existing reviews onto the new product pages, with verified-buyer badges kept.
Why this way
A premium price needs social proof on the page from the first visit.
1,240reviews migrated on launch day
02.4

Rich visuals that still load fast

The problem
The brand relies on large lifestyle imagery and video, which usually makes mobile pages slow.
What we built
Compressed media in modern formats, lazy loading below the fold, and a lean theme with little JavaScript.
Why this way
Most shoppers browse on mobile, and a slow luxury store feels cheap.
1.7smobile load time (Largest Contentful Paint)
03Results

What changed after launch

1,240
Reviews migrated on launch day
Zero loss of customer trust
Shopify Reviews
€89
Average kit order, vs €54 for single items
Lift in average order value
Shopify Analytics
1.7s
Mobile load time (LCP)
Core Web Vitals passed
Google PageSpeed Insights
3
Languages: English, Dutch, German
Full local store experiences
Multi-market store setup
04The store

A closer look at Zilk’s current Shopify Store!

zilksleep.com/products/mulberry-silk-pillowcase
ZILK silver-ion mulberry silk pillowcase product page with colour swatches
Silk PillowcaseZILK silver-ion mulberry silk pillowcase product page with colour swatches
zilksleep.com/pages/why-silk
ZILK page explaining how silver-ion silk supports skin and hair
Why silkZILK page explaining how silver-ion silk supports skin and hair
zilksleep.com/products/silk-sleep-kit
ZILK Silk Sleep Kit product page with colour and size options
Silk Sleep KitZILK Silk Sleep Kit product page with colour and size options
HoverTap a frame to scroll the full page.
Client words
EC
Elizabeth C. Founder, ZILK Sleep ★★★★★ zilksleep.com

ZILK is a product people buy with their eyes first, so the store had to feel as quiet and premium as the silk itself. Enstacked understood that from the first call. They took our new designs and made them work in three languages without losing any of the detail. Every colour is easy to find, the Sleep Kit finally behaves the way it should, and not one customer review was lost in the move.

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