The storefront is the machine that makes the money.
We bring digital dreams to life by building and optimizing brands' digital experiences. ONBRAND is trusted by 8, 9 and 10 figure brands.
Optimization is an art & science
On an ecommerce business, the real job is protecting performance. Every page that loads slowly, every button that silently fails, every broken URL Google indexes, and every checkout friction point taxes it directly. At scale, small percentages are large dollars: on an eight-figure storefront, a 10% relative dip in conversion is a seven-figure annual loss. Those are the stakes every code change plays for.
That's why experience is the insurance premium on the largest line item the company has.
ONBRAND brings 13 years of interdisciplinary digital marketing and web development to that job — storefronts sold into 190+ countries, experiments run on more than a billion users, and the scientific method applied to business: decisions made by measurement and observation, not opinion.
Founder, ONBRAND ONLINE
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"Site owner" is a broader mandate than "developer"
Eight areas, each with its own standards and pre-ship checklists.
Theme development
Custom sections, PDP systems, cart drawers, product switchers — merchant-configurable, conversion-focused features built on heavily customized Shopify themes.
Performance engineering
Hard Core Web Vitals budgets — LCP ≤ 2.5s, INP ≤ 200ms, CLS ≤ 0.1 — enforced on every change through pre-ship checklists, not retrofitted after regressions.
Accessibility
WCAG 2.2 AA built into every deliverable, verified with automated scans on every deploy, and backed by a written guarantee.
Conversion testing
A/B test design, implementation and cleanup. Site decisions are made by measured lift, not opinion — including tests on third-party widgets.
SEO & structured data
Product, Article and Organization JSON-LD, canonical hygiene, hreflang for international markets, and rich-results validation before anything ships.
Internationalization
Shopify Markets architecture, multi-language launches, per-currency logic, and translation-safety rules that keep localized copy from being destroyed.
Integrations
Subscriptions, reviews, email & SMS, analytics and testing platforms — kept compatible with each other, and with the theme, through every update.
Deploy infrastructure
CI/CD pipelines with lint gates and silent-failure detection, plus documented guardrails that make it structurally difficult to break a live store.
Four disciplines separate site ownership from "someone who can edit the theme"
Each one exists because it protects revenue in a specific, measurable way.
Performance budgets
Every change that touches rendering or interaction is built against Google's Core Web Vitals targets, with a mandatory pre-ship checklist covering image loading, animation techniques, event handling and layout stability.
This matters twice: Google's research links every 0.1s of mobile speed to +8.4% retail conversion and +9.2% AOV — and Core Web Vitals are a direct ranking signal. A slow site pays for it in both conversion and traffic.
Deploy safety
Code reaches a store only through version-controlled CI/CD with an automated lint gate — hardened against a failure mode most developers never discover: Shopify's tooling can report a deploy as successful while silently rejecting files.
Merchant customizer settings, market configuration and translated storefront copy are structurally protected — the pipeline cannot overwrite them, even by accident. Every deploy is verified after the fact.
Evidence, not opinion
Site changes with revenue implications ship as controlled experiments — with correct variant gating, URL targeting and scheduled cleanup tracked per test, including tests on third-party widgets.
When a test wins, the win rolls out. When it loses, the idea dies cheaply instead of living expensively on the storefront.
How we measure — and the free significance calculator we use →
Institutional memory
Every production mistake, vendor quirk and platform trap encountered across client stores is written into a maintained engineering playbook — 30+ documented lessons covering schema validation, translation-destroying operations, third-party app behaviors and browser-specific failure modes.
The operating rule: no mistake is allowed to cost a store twice.
Everything we ship, you own forever
Every section we build is a native Shopify block with full customizer controls — headings, copy, images, colors, type sizes, spacing and on/off toggles all exposed as editable settings. Nothing is hardcoded that your team might reasonably want to change. That single standard pays off four ways:
No page-builder tax
Because sections are native, the site expands without a monthly page-builder subscription. Page-builder apps run hundreds to thousands of dollars a year, add weight that slows the site, and lock your content inside their app. Native sections cost nothing extra and stay yours.
Editable by your team
Marketing and merchandising can update copy, swap images, retune colors and spacing, reorder content, and turn sections on or off — themselves, in the Shopify customizer, in minutes. No dev ticket, no queue, no wait for a small change.
Zero risk to the code
Customizer edits live entirely separately from the codebase. A non-technical team member can restyle or restructure a page without ever touching — or being able to break — the underlying code. The worst case is an undo, not an outage.
Yours to keep
Everything we build lives in your Shopify theme, in your account — not rented inside an app that stops working the moment a subscription lapses. If our work together ever ends, every section stays exactly where it is and keeps running. You own it outright.
Every section we ship is a tool your team can operate — not a black box only a developer can open.
Accessibility is a revenue issue before it's a compliance issue
Roughly 1 in 4 U.S. adults lives with a disability — that's addressable market, shopping with assistive technology. And ADA web-accessibility lawsuits hit thousands of ecommerce brands every year; a typical demand-letter settlement runs $5K–$25K plus legal fees, followed by rushed remediation at panic prices. Our clients don't carry that exposure passively: accessibility is engineered in, verified on every deploy, and guaranteed in writing.
If it isn't accessible,
we fix it free.
Free Accessibility Remediation for New Clients
Did your developer leave you with a site full of accessibility errors? We'll clean up their work, free, for all new clients.
Ship clean
Every deploy is scanned before it goes live — zero new critical or serious WCAG violations ship. Accessibility runs in your pipeline, not on a checklist.
Fixed in 5
Anything our monitoring catches gets fixed within 5 business days, at no extra cost. That's not a promise to try — it's the guarantee.
Live site scans, weekly
Automated weekly checks, delivered directly to your inbox. Sometimes live and source code can diverge, so we monitor all areas.
The guarantee is a service commitment covering WCAG 2.x A/AA automated checks plus weekly live-site scans on the pages we monitor — not a legal certification or insurance. We just fix things fast and keep them fixed.
What budget development actually costs
Every item below is a real failure mode of Shopify development — several we've caught and reversed on client stores. A lower-cost developer doesn't arrive with bad intentions; they arrive without the scar tissue, and this platform punishes that specifically.
Releases that quietly hurt revenue
The most expensive failure isn't a crash — it's a "successful" release that converts worse. Redesigns and layout changes shipped on opinion routinely move conversion by a few percent in either direction; unmeasured, a losing change just sits there earning less, indefinitely. Shipping untested is the default way budget development works.
Translations destroyed in one click
Publishing a theme the "normal" way — Shopify's own Publish button — permanently orphans every translated string on a storefront. We've seen half a localized site revert to English overnight; recovery costs weeks. A safe deploy process makes it structurally impossible — a newcomer's first release is exactly when it happens.
Deploys that lie
Shopify's CLI reports success even when it silently rejects files — and running its deploy command from the wrong folder deletes live files while still reporting success. Both failures are invisible until someone asks why a fix "didn't work." Our pipeline detects both signatures automatically.
Wiping the merchant's own settings
A standard theme push silently overwrites the customizer content your team edits daily — homepage layouts, section copy, market configuration. The default tooling does this without warning. Our pipeline is configured so it cannot.
Slow decay of the vitals Google measures
Performance regressions don't announce themselves — they accumulate: an unoptimized image here, a blocking script there. Core Web Vitals slip, ads get more expensive, rankings soften, conversion sags. By the time it's visible in revenue, months of decay need to be unwound at forensic-audit prices.
Accessibility regressions with legal teeth
Untrained development reliably reintroduces the violations we eliminate — unlabeled buttons, inaccessible forms, missing keyboard access. Each one is a live claim in a demand letter, in verticals that plaintiffs' firms actively target.
Hiring cheaper doesn't remove these costs. It converts a fixed, known fee into an unpriced, uncapped risk on your largest revenue stream.
Selected results from client storefronts
A DTC skincare storefront under full site ownership: conversion up more than 5x across a five-month growth period, with average order value up 30% alongside it.
A third-party widget was quietly degrading mobile product pages. We fixed it, then tested its placement — the win held across every customer segment, reaching +25% revenue per visitor for subscribers.
Shopify Markets built natively into the theme: multi-currency pricing, language switching, region-tagged hreflang and per-market logic. Every additional market is a configuration step, not a rebuild.
Multi-engine automated scans on every deploy and nightly against the live theme — regressions get caught by the pipeline, not by a demand letter. Even third-party vendors' failures get corrected from our side.
Replaced an order-volume-priced review app with a flat-fee alternative — identical social proof, and reviews baked into the theme at deploy time so star ratings render instantly instead of waiting on a vendor script.
One custom checkout extension — savings breakdown, guarantees, social proof and shipping protection — replacing a stack of monthly-fee checkout apps. Fully owned, nothing to get discontinued or price-hiked.
Results measured in client analytics and controlled experiments on live storefronts. We publish our process, not our clients' private data — specifics are shared in conversation.
What leaders at 8, 9 and 10 figure brands say
Working with Josh at Clean Skin Club has been a huge win for our team. He's incredibly smart, methodical, and truly data-led. His optimizations made a real difference across multiple stages of our funnels and helped drive incredible conversion rate improvements.
Beyond CRO, Josh has strong marketing knowledge. He helped us with a lot of lander messaging, he built a quiz funnel, and always brought thoughtful input when we brainstormed new offers, funnel ideas, and angles. Super reliable, easy to work with, and genuinely impactful.
I feel very lucky to have worked with Josh during my time as CMO at True Classic; he's one of the sharpest ecommerce operators I've come across, and I learn something new every time we interact.
What sets Josh apart is a combination you rarely find in one person. Most people are either fast executors or deep strategic thinkers, but Josh is genuinely both. He sees opportunities everywhere, but more importantly, he's exceptionally clear-headed about prioritizing which bets actually move the business, weighed against the complexity of getting them done. He knows every trick in the book and exactly when to use which one. Whether it's conversion rate optimization, Shopify development, accessibility, or UI/UX improvements, if your goal is increasing revenue or profitability through your site, Josh is as good as it gets.
Josh was fantastic to work with. He was thoughtful, meticulous, and very detailed in his analysis of our website. I'd unequivocally recommend him to anyone looking into the CRO space — he knows a ton and can provide value right away!
Josh just "gets" CRO. He brings a rare skill of understanding the intersections of technology, consumer psychology, and full funnel marketing. This led to optimizations and campaigns that increased AOV by 30%, LTV by 20% and PSV by 15%. His thoughtful and creative ideas come to life with rigorous and methodical testing cadence. The ROI has been spectacular, and most important, he's been a pleasure to work with and I've learned so much!
Josh is a rare talent who executes revenue generating optimizations within each lifecycle phase: ideation, strategy, planning, project management, execution, and measurement. He can move the needle virtually overnight with his unique experiments in A/B testing. His understanding of analytics and how to leverage insights is elite.
Josh's work ethic is admirable. He has shown his worth through various projects and departments ranging from technology, data insights, web optimization and development, design and strategy — you name it. He was the go-to problem solver in all areas of the company. Josh has a unique way of taking any complex situation and breaking it down into actionable and manageable solutions. He always brought innovative ideas to every meeting and was dedicated to improving the company as a whole.
We donate our idle compute to humanitarian science
Optimization runs on serious hardware — and when our machines aren't crunching experiments for clients, that spare compute goes to World Community Grid, a nonprofit that pools volunteers' processing power for research no single lab could afford: clean energy, childhood cancer, clean water, cancer markers.
Let's get to work
Tell us where it hurts — speed, conversion, accessibility, a redesign you're scared of — and we'll tell you exactly how we'd approach it. Or start with a free scan and see what we see.