BetterBros Men's Skincare
Migrating from Shopify to an 85% custom-coded ecosystem featuring a proprietary wholesale CRM, bespoke affiliate tracking, and stunning 3D CGI product visuals.
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BetterBros Skincare
Role
Lead Developer & 3D Artist
Core Systems
Internal CRM, Affiliate Hub
Tech Stack
Custom PHP/JS, Brevo SMTP, CGI
The Challenge: Outgrowing "Out-of-the-Box"
BetterBros had reached the limitations of their standard Shopify setup. They needed a digital presence that reflected a premium, masculine brand identity, but more importantly, they needed backend power. Managing wholesale leads, ambassador applications, and affiliate tracking through fragmented, expensive third-party SaaS apps was becoming a logistical nightmare.
They required a centralized platform that could handle high-performance retail sales while simultaneously operating as a secure backend command center for their B2B partnerships and internal team.
The Solution: A Custom Operational Hub & CGI
I engineered an 85% custom-coded architecture that completely replaced their reliance on external software. For the frontend, I established a moody, high-end aesthetic utilizing HD parallax video headers and custom 3D product renders—including complex fluid simulations—to elevate the brand's visual authority.
On the backend, I built a proprietary Wholesale HQ "Mini-CRM." Instead of spreadsheets, leads are now generated as interactive cards where admins can track pipeline status and leave internal notes. Additionally, I developed a bespoke Affiliate Command Center, giving partners real-time dashboards to track their specific conversion amounts, landing IP logs, and URL performance without needing third-party tracking software.
The Results: Data-Driven Funnel Optimization
Beyond the technical build, I implemented Microsoft Clarity to track user behavior. After identifying a pattern of "decision fatigue"—where affiliate traffic would scroll the entire catalog but fail to convert—we dynamically pivoted the strategy. I engineered a highly-targeted, distraction-free "Starter Kit" funnel with automated cross-sells and strikethrough pricing logic to capture zero-intent impulse buys.
Backed by an authenticated Brevo SMTP bridge for 100% email deliverability and JSON-LD schema wrapping every FAQ for SEO dominance, BetterBros is no longer just a storefront—it is a self-contained, conversion-optimized business engine.