Ooi Solutions — Case file
Monthly subscription boxes for dogs — BarkBox, Super Chewer, and BARK Air. Scaling organic for a D2C pet brand competing in e-commerce.
Performance data pending field measurement. Baseline and current metrics to be captured from PageSpeed Insights and Chrome UX Report.
projected
Source: GA4, Google Search Console, Shopify Analytics — Jan 2024 — Present.
Admission notes
BARK ships curated dog products to millions of subscribers. Their Shopify storefront had thousands of SKUs, but Google couldn’t efficiently crawl or rank the pages that mattered most.
Scope
Transforming a bloated Shopify storefront into a fast, crawlable organic acquisition engine.
Before & after — the pages
These are the live BARK pages as they were, and as we rebuilt them. Screenshots come straight from the client performance report.
A Shopify storefront burdened by app bloat — now lean and fast.
Screenshots: BARK performance report, PageSpeed Insights.
The fix list
Not recommendations — the actual changes specified, page by page, in the SOP, with the sample page as the reference implementation.
| Issue found | What we changed |
|---|---|
| LCP too high | Preload hero images — move CSS backgrounds to real <img> — inline critical CSS |
| Render-blocking resources | Defer non-critical scripts — preload key stylesheets |
| Unused JavaScript | Strip and defer unused Shopify app bundles |
| Unused CSS | Extract critical CSS with Critical / Penthouse |
| Product page duplication | Canonical tags pointing to parent product pages |
| Thin category pages | Add unique introductory copy, internal links and FAQs per category |
| Missing schema markup | Product, Offer, Review and FAQ structured data |
| Oversized images | Serve correctly sized images per breakpoint with WebP |
| Weak cache policy | Cache-Control: public, max-age=31536000, immutable |
| No lazy loading | Lazy-load below-fold product images |
The unglamorous part
Most of this engagement was infrastructure nobody sees. It’s also the reason the rest worked.
Dozens of third-party apps injected scripts that blocked render and blew out main-thread time on every page load.
Thousands of SKU variants created near-duplicate pages, diluting crawl budget and confusing ranking signals.
Category pages were product grids with no unique copy, giving Google nothing to index or rank for.
CLS from layout shifts, LCP from unoptimised images, and INP from heavy script bundles.
Subscription tools, analytics, and chat widgets loaded synchronously, competing for the main thread.
Googlebot spent its budget on variant pages instead of high-value category and product pages.
Results
BARK now captures pet owners at every stage of the buying journey, from breed research to subscription signup.
Ooi Solutions
From thousands of duplicate product pages to a fast, structured organic engine. Every subscription, every BarkBox, every BARK Air booking — traceable back to the technical architecture we rebuilt.
ooisolutions.in — hello@ooisolutions.in