Overview
Herbal Lineage is a hair-care brand in McDonough, Georgia. The owner makes two products by hand, a butter and an oil, and has sold them online since March 2025 through Square Online, the store that comes with a Square account. It took orders and reported what sold. It did not provide a checkout on the business’s own domain, customer accounts, automated email, or any way to see where a sale came from.
We built a store of its own and moved it over on September 8. Payments still go through Square. Everything else is new: the checkout, the accounts, the emails, and the measurement underneath them, which records which post sent which visitor, what they did on the page, and whether they bought.
Sales since the store opened
The chart shows every month since the first sale, with each month as a share of September 2026.
The three weeks before the launch and the three weeks after
The fairest comparison we can make this early is the three weeks before the launch against the three weeks after it: August 18 through September 7 on Square Online, and September 8 through 28 on the new site.
| Measure | Change |
|---|---|
| Orders per day | +35% |
| Sales per day | +41% |
| Average order | +4% |
| Orders shipped outside the US | +45% |
Sunday September 20 was the third-best day in the store’s history, at five times the orders of an average day before the launch. Leave that whole weekend out and the new site still averaged 10% more orders a day than the three weeks before.
What we built
Live at herballineage.com.
Checkout on the store’s own domain
A customer pays on herballineage.com by card, Apple Pay, Google Pay or Cash App Pay, and the money lands in the same Square account the business has used since it opened. About 3 in 5 people who start checkout finish it.
Shipping anywhere a US parcel can go
The rate for each order comes from the carrier at the moment of purchase, based on the weight of what is in the bag and how the owner actually packs it. A large order to Australia is charged what it costs to ship. Orders shipped outside the US rose 45% in the first three weeks. Canada tripled and Australia doubled. Since September 21, US orders over $50 ship free.
Accounts with no password
A customer enters an email address, gets a code, and is signed in. The account shows every order, its tracking, and a button that reorders the same items.
Customers on the product page
Reviews average 5 out of 5, and the business has a growing set of before-and-after photos. Both now sit next to the product: each review tied to a verified purchase and dated, each photo pair with the customer’s own words and how long they used the product. A review request goes out by email 21 days after an order ships, so new reviews keep arriving without anyone asking.
Automated email
Four emails send without anyone writing them: a reminder for an abandoned checkout, the review request at day 21, a reorder reminder at day 50 and a win-back at day 120. The timing comes from the store’s own order history, where the gap between a customer’s first and second order is about two months. The abandoned-checkout email alone brought back six orders in its first three weeks.
Built for the phone first
Most of the store’s customers shop on a phone, so that is the version we designed. Images are sized for the screen that requests them, and the chat widget and analytics load after the page has rendered. The home page runs a live test of two headlines.
Analytics and tracking
Square Online reported what sold. The new site also reports how people shop, where they came from, and what they do on the page.
Google Analytics 4
Every shopping step is recorded with the product, variant, price and quantity: viewing a product, adding to the bag, removing from it, starting checkout and buying. Purchases carry the order number and shipping, so sales in Analytics match orders in Square. Checkout events use the prices the server calculated, not what the browser shows.
Klaviyo checkout tracking
Klaviyo is notified of a checkout as soon as the shopper types an email address, with the items and their photos. The abandoned checkout emails used to rely on Square Online’s feed, which stopped when the store moved off it. They now run on the site’s own event, which is what brought back the six orders above.
Error reporting
Checkout and site errors are reported to us as they happen. If a payment or a page breaks, we know without waiting for a customer to report it.
Tracked links
The owner makes her own tracked links for every post. She picks the platform, names the post and picks the page, and the link carries the source and campaign, so Analytics shows which post sent which visitors and sales. Nothing needs setting up per link.
A/B testing
Two versions of the home page headline run side by side. Each visitor keeps the same version on every visit, and Analytics records which one they saw. Tests start and stop from the console with no code change. If testing ever fails, everyone sees the original page.
Microsoft Clarity
Session recordings and heatmaps show where people tap, scroll and get stuck. It already caught one problem: people were tapping the home page photo and nothing happened. The photo now links to the bundle.
After launch
Herbal Lineage’s email and tracking run autonomously. Each link the business posts is trackable, so Analytics shows which post sent which visitors and which sales. Two home page headlines are being tested, and the console reports which one sells more. Reorder and win-back emails send on their own, timed to how long customers usually wait between orders.
A month ago Herbal Lineage sold through a hosted storefront that reported what sold. It now sells through a store it owns, which reports where every sale came from. It’s hardly a coincidence September was the biggest month in its history.
Source: Herbal Lineage’s Square orders with a completed payment, March 25, 2025 to September 30, 2026, and Klaviyo flow reports. Before and after windows are 21 days each.