VITO Fryfilter · Shopify Storefront & Conversion Engineering
Sole US technical hire on a Shopify rebuild: product calculator, SEO program, testimonial automation, and storefront changes that drove 285% traffic growth and 2.8% conversion.
Sole US technical hire · Shopify storefront, custom Liquid/JavaScript, calculator/quiz flows, and international SEO
+285%
Store traffic YoY
2.8%
Conversion rate
40+
published reviews (from 8)
+85%
International revenue
VITO Fryfilter sells a patented commercial fryer oil filtration system to kitchens globally. The US storefront had weak social proof, poor mobile UX, and no systems to convert international demand · despite the product saving operators up to 50% on cooking oil costs.
The problem
- Trust gap · only 8 published reviews for a premium B2B-adjacent product that requires education before purchase.
- Conversion friction · buyers could not easily quantify ROI or find compatible product configurations.
- International blind spot · global demand existed without market-specific landing pages, hreflang, or localized buyer context.
My role
As the sole US technical hire, I owned the Shopify storefront, custom front-end logic, SEO execution, and automation systems still running in production today.
What I built
Shopify storefront with B2B-aware logic
- Custom Liquid, HTML/CSS, and JavaScript across product and collection templates.
- Product calculator and quiz flows so operators could quantify savings before talking to sales.
- Smart cart validation · custom JS to prevent incompatible product combinations on multi-SKU orders.
Testimonial automation pipeline
Social proof was a growth lever, not a marketing afterthought:
- Automated video testimonial capture workflow deployed in production.
- published reviews grew from 8 to 40+ through a pipeline that still runs without manual chasing.
- Video assets integrated into product and social proof sections.
SEO and international discovery
- Product pages rebuilt around commercial kitchen buyer search intent.
- hreflang implementation across international storefront variants.
- Geo-targeted landing pages for priority EU and North American markets.
- Product schema with pricing, availability, and review data for enhanced SERP listings.
- CDN integrations for faster product page response in priority regions.
Outcomes
| Metric | Result |
|---|---|
| Store traffic | +285% year-over-year |
| Conversion rate | 2.8% sustained |
| International revenue | +85% YoY within two quarters post-launch |
| published reviews | 8 → 40+ via automation |
| Conversion lift (intl) | +38% across prioritized regional paths |
The team summarized the result simply: they needed a site that could sell internationally and actually convert · the rebuilt buyer experience delivered.
What this demonstrates
- Owning a commerce surface solo · theme development, custom JS, SEO, and automation in one role.
- Building conversion tooling (calculators, validation) for technical products that need education before purchase.
- Systems that keep producing value after handoff · the testimonial pipeline still runs in production.
Live system
shop.vitofryfilter.com ↗