Elevating a Premium CBD Brand Through Strategic Shopify Design & Development
As a Shopify design and development agency, our role was to transform Level’s digital presence into an experience that matched the quality of its cannabinoid formulations.
Level offers premium blended products for Sleep, Relax, and Relief, alongside single-cannabinoid options like CBD and CBG for more informed customers.
The opportunity wasn’t product. It was clarity, trust, and guided decision-making.
This Shopify website redesign focused on refining the visual identity, distilling customer personas, improving the purchase journey, building trust through education and proof, and creating a system that captures meaningful first-party data.
The result? Level saw a +30% increase in conversion rate with the new website.
Reimagining the Digital Visual Identity
CBD is crowded. Many brands either lean clinical or overly “wellness aesthetic.”
Through intentional Shopify design, we repositioned Level visually to signal premium quality, refinement, and science-backed credibility - without feeling sterile or cold.
The art direction focused on elevated typography, intentional color usage, clean layouts that allow educational content to breathe, and strong hierarchy to reduce cognitive load.
In a category where skepticism is high, visual trust signals are critical to conversion.
Distilling Customer Personas & Designing Around Them
Strong Shopify development is not just technical execution, it’s customer journey architecture.
Level serves two distinct audiences, and the site structure needed to reflect that.
Goal-Oriented / Introductory Customers
These users are asking:
- What helps with sleep?
- What can I take to relax?
- What’s best for relief?
They care about outcomes more than chemistry.
We implemented shop-by-effect navigation, elevated the blended Sleep, Relax, and Relief products in the main navigation, and introduced interactive hover states on product cards that highlight key benefits. The goal was to mirror the experience of a knowledgeable sales associate inside a flagship retail environment.
Cannabinoid-Specific Customers
These customers know what they want. They are searching directly for CBD or CBG and expect clarity.
We structured the Shopify collections to allow direct access to single-cannabinoid formulations while maintaining educational depth for those who want to understand compound differences.
Two audiences. Two entry points. One cohesive experience.
Guided Purchase UX Built Into the Shopify Experience
This wasn’t a cosmetic update. It was a structural Shopify development initiative focused on reducing friction.
We introduced interactive product card hover states, clarified segmentation between effect-based and compound-based shopping, and elevated high-intent navigation pathways. This reduces decision fatigue - one of the biggest barriers in CBD ecommerce.
Building Education Into the Experience
Education plays a major role in cannabinoid purchasing decisions. Through structured content sections, we made it easier to understand what cannabinoids are, how blended formulations work, and why different compounds are used together. All without overwhelming the customer.
This balance of clarity and simplicity strengthens user confidence while supporting informational search intent. Critical for long-term Shopify SEO strategy.
Social Proof & Trust Infrastructure
Trust isn’t optional in this category.
We expanded customer reviews across the product journey, improved visibility around quality and testing transparency, and integrated social validation into high-intent sections of the Shopify build.
These changes reduce hesitation at the moment of purchase and reinforce brand credibility.
The Quiz: A Digital Sales Associate Built Into Shopify
One of the most impactful components of this Shopify website redesign was the guided product quiz.
Guided Purchasing Tool
The quiz asks about goals such as sleep, relaxation, and relief, gauges familiarity with cannabinoids, and directs users toward appropriate formulations. It functions like an in-store sales associate, reducing friction and increasing purchase confidence.
Lead Capture Engine
Prior to this Shopify development initiative, Level lacked structured lead capture tied to purchase intent. The quiz now collects emails, captures preference data, and creates segmented audiences for ongoing marketing.
Customer Research System
The quiz also acts as a lightweight survey tool, providing insight into what customers are primarily seeking and how informed they are. This transforms the Shopify site from a static storefront into a learning system that informs product and marketing decisions.
The Result: A More Confident Buying Experience
Through strategic Shopify design and development, persona-driven navigation, structured education, interactive UX, social proof integration, and a guided quiz funnel, Level’s digital experience now aligns with the quality of its products.
Customers can discover by outcome, shop by compound, learn without friction, or be guided step-by-step. All within a refined Shopify experience designed to build trust and drive conversion.
Explore the Level homepage to see the experience in action.
