Creating a High-Converting Website: The $3M Fashion Brand Case Study

We’ve perfected a high-converting website optimization strategy that helped LUXMII achieve $1.4M in revenue within 240 days.

Today I’m going to show you the process we used to turn this Ecommerce website into a high-converting sales machine.

Grab the Case Study below to see how it works.

For a complete guide on how we combined multiple strategies to drive success, check out our ecommerce growth strategy, where we dive deep into how we integrated website optimization, SEO, and Facebook Ads to fuel sustainable growth.

The Brand

LUXMII is an Australian-born fashion brand that sells premium linen outfits to women aged 30+. Launched in July 2021, we guided their journey to over $3.3M in total revenue.

To this day, LUXMII has made $3,3 million total revenue profitably.

Now, on to the good stuff.

The 24-hour Website

Building a website in under 24 hours might sound like a recipe for disaster, but for LUXMII, it was the beginning of a journey that would lead to significant success.

Yes, the initial version of the brand was made in under 24 hours using a simple & cheap Shopify template with minimal features and a straightforward design. One that was just enough to get us started.

Here’s how it looked like (click/tap to expand):

Yes, yuck.

But, despite its simplicity (chic), this initial setup generated an impressive $270K in revenue from launch until May 2022.

Not bad for rookies, huh?

Just some notes here:

• We didn’t have any experience in clothing
• We were testing everything
• The products were of high quality and people loved them (they’re far better now obviously)
• Our Facebook ads sucked (we only used images)
• We weren’t sure who to target

However, as the brand began to grow, so did our understanding of what the website needed to achieve long-term success. 

Our initial goal was clear: to find product-market fit and see if our products would sell. 

And they did – proving that there was a market for premium linen clothing. 

There’s no need for fancy apps, too much content and increased expenses to sell. 

In order to sell you need:

1. A (very) good product
2. An audience
3. A nice website to link the above 2 

But we knew we needed more. This simple website couldn’t hold too much. We knew we could do better.

This was the Conversion Rate & AOV before improving the website:

By May 2022, it was time for a complete redesign. 

Our focus shifted from simply selling products to creating a high-converting website that could optimize every aspect of the customer journey – from increasing our Average Order Value (AOV) to boosting the conversion rate (which sucked).

In this case study, I’ll take you through the step-by-step process of:

• how we transformed the website
• the challenges we faced
• the strategies we implemented to build a platform that not only looked premium but also performed exceptionally well

If your ecommerce website sucks, then this guide is for you 🙂

Step 1: Identifying CRO killers and how to solve them

Let’s do a quick math to understand why doing CRO is important.

Let’s say we invest $10,000 in ads and we get $0.5 Cost-per-Click (CPC) so 20,000 people visit our website.

Let’s now assume that we have a 1% Conversion Rate and an Average Cart Value (AOV) of $100.

This means that:

20,000 people x 0.01 conversion rate = 200 orders x $100 = $20.000 revenue 😫

This means that 50% of your revenue is spent on ads, which I doubt is profitable!

You should aim for 20%. Now let’s see how a small improvement can impact our profitability.

If we manage to increase the Conversion Rate to 2,5% keeping the AOV at 100$ (will likely increase if you optimize your cross-selling options) then you’ll observe this:

20,000 people x 0.025 conversion rate = 500 purchases x $100 = $50,000 revenue ✅

Congrats, you’ve now $40k net profit by spending the SAME money while bringing down your spend ratio to 20%.

Now that we know the benefits of CRO, let’s proceed.

Before you do anything on your website, it is important to measure and note down the inefficiencies you spot.

How to Identify Conversion Rate Killers

Method 1
Use a customer behavior tool like Microsoft Clarity (free) or Heatmap (ecommerce focus). See where your customers click and watch their session. Is it easy for them to find products and checkout?

Method 2
Use our Ecommerce Conversion Rate Checklist to manually audit your website (or outsource it to an expert). We’ve made this collection of 200+ checkpoints that will help you spot resolve issues (with examples).

Inside you’ll find:

• Checklists for 7 eCommerce Pages
• Notion & Google Spreadsheet file
• Examples & Screenshots

Method 3
Post your website on communities in Slack or Linkedin and let the experts roast it. Seriously. You can’t imagine the feedback you’ll get on how to improve.

Our Challenges 

As we began analyzing our website’s performance, several sections and elements became obvious that needed improvement:

• The store had poor Product Pages
  The product pages were overly simple, providing only basic information. This likely left potential customers with unanswered questions, possibly leading to lost sales.
• The website was loading slowly
  Page load speed was an ongoing issue, which we knew could lead to higher bounce rates and lost conversions.
• There were ZERO Upsell and Cross-Sell features
  The lack of features that encourage customers to add more items to their cart, such as upsell and cross-sell widgets, was a missed opportunity to increase our Average Order Value (AOV).
• There were clear Navigation issues
  The main menu had too many secondary pages, making navigation cumbersome. Additionally, there were no filters on the collection pages, making it difficult for customers to find what they were looking for.
• There was lack of Essential features
  The product pages lacked important features like color selection, reviews, cross-sell functionality, social proof, benefits and FAQs. The “About Us” page was also too simple and didn’t effectively communicate the quality of our products or the story behind our brand.

Pretty rough hey?!

And yet as of today I always find other ecommerce websites that still lack these very mandatory features.

So let’s see what we did to resolve these issues.

Setting New Goals 

With the above challenges in mind, we set out to completely redesign the website with specific goals:

• Increase AOV and Conversion Rate
  By enriching the product pages with useful content and adding upsell and cross-sell functionalities, we aimed to boost both AOV and conversion rate.
• Improve User Experience
  We had to streamline the navigation, add necessary filters, and ensure a smooth, intuitive user experience across all devices, especially mobile.
• Enhance Product Presentation
  We aimed to improve how the products were presented, using better visuals, more detailed descriptions, and features like customer reviews, size guides and sections that would talk about the quality garments.
• Optimize Website Speed
  We needed to address the slow load times by optimizing the website’s performance, ensuring a faster and more reliable experience for users.
• Build Trust with New Customers
  By adding more comprehensive product information, customer testimonials, and a detailed “About Us” page, we wanted to build trust with first-time visitors to encourage conversions.

Simple, yet effective changes that would drive our stores’ sales to new heights.

Step 2: How to design your High-Converting Website and User Experience (UX)

Nobody wants to visit a scammy-looking website.

Yet there is a reason these websites are still working. 

Because they have performance in mind.

When it came to redesigning LUXMII’s website, we knew we had to strike a delicate balance between aesthetics and performance. 

As a premium brand, it was crucial that the website not only looked luxurious but also provided a seamless experience that would lead to higher conversion rates.

Our Design Approach

Being in the UI/UX industry for over 10 years now and running a sales-focused web development agency, we always have one approach:

Sell, sell and sell some more by being elegant.

What sets us apart is that we build beautiful high-converting websites that increase sales profitably (without spending more money on advertising).

Given LUXMII’s positioning as a high-end fashion brand, our design approach had to reflect this premium status. 

We crafted a clean, minimalist design using earth-focused colors along with white and gold accents. These colors were carefully chosen to elevate the brand’s perception without overwhelming the user. 

Typography and spacing were also given significant attention to ensure that the website looked both sophisticated and user-friendly.

However, design wasn’t just about looking good – it was about selling products. 

We adopted a performance-first mindset, understanding that every design element needed to contribute to a smooth user journey that would ultimately lead to a purchase. 

This meant incorporating sections and visuals that highlighted the quality and benefits of the products in a way that was informative yet aligned with our premium brand image.

How to improve the UX 

1. Optimize the Navigation Menu

With a diverse product catalog that included various types of clothing (e.g., midi dresses, maxi dresses, wrap dresses), it was essential to create a navigation system that allowed users to easily find what they were looking for. 

We organized our products into clear categories like dresses, tops, and bottoms, but we didn’t stop there. 

To enhance the user experience further, we introduced a “by edit” categorization, grouping products into specific concepts like Maternity Clothing, At Home, and At Work. 

This not only made it easier for customers to find specific items but also helped them discover products they might not have been actively searching for.

We later introduced more categories like Black Dresses, White Tops and Pants on Sale. 

You get it. Easy find, easy sale.

2. Be mobile-first

It’s 2024. 

There’s literally no single reason why anyone would not think mobile-first.

Since the majority of the orders came from mobile devices, we prioritized mobile optimization from the start. 

The entire design and implementation process was approached with a mobile-first approach, ensuring that everything – from navigation to checkout – worked seamlessly on smaller screens.

This is how the homepage looks like on mobile phones:

What to do to ensure you’re mobile optimized:

• Check your homepage: this is the first page that people visit when they Google you. Is it looking alright? Can anyone understand what you’re selling and how to see your products?
• Check your product page: this is the page your visitors land via ads (I hope so). Does it load correctly? Can you see the title, price and the Add to Cart button?
• Make sure the navigation is working: Always try to simplify the navigation to make it easy for users to browse through your product catalog on smaller screens. This involves creating a clean, intuitive menu structure that allows users to find what they need with just a few taps.
• Fix Pop-ups and Overlays: Be careful to properly manage pop-ups on mobile devices, ensuring that you don’t overwhelm or frustrate users. By setting appropriate time delays and ensuring that pop-ups don’t overlap with essential elements like the cart drawer, we maintain a smooth user experience.
• Test your checkout process: Is it easy to add the product to your cart and then complete the checkout? Always try to minimize the number of steps required to complete a purchase, making it as easy as possible for customers to finalize their orders.

If you want to use a checklist and see if you’re mobile optimized, check our Ecommerce Conversion Rate Checklist .

3. Speed it up

Loading speed is always a top priority, and it should be for you too.

If I go into your website and it loads slow (after 3 sec) I’m out. Not just me, everyone.

Make sure that the apps you use do not delay your loading speed.

We conducted bi-annual tests to identify any apps, widgets, or media that were slowing down the site and made necessary optimizations to improve load times.

4. Fix your popups

There’s nothing more frustrating than visiting a website and a crap load of popups fill your screen.

Cookies, subscriptions, notifications… you name it.

Countless websites don’t care at all about this, yet it makes people angry.

We had to make sure that popups are not irritating so what we did was to set time delays. 

First load your privacy and cookie popup. Give your visitors time to close it.

Then after 5-7 seconds display your subscription popup. Give them time to either fill it or close it. Then show the next one (if any).

I am a true believer that the whole experience must be seamless. If I go into your website and I get 3-4 pop ups popping altogether then again, I’m out.

5. Watch out for overlapping or hidden elements or buttons

Do weekly or monthly tests to test the whole purchase journey, from your homepage to the “Thank you” page.

You never know which app has had implications on your website and might be interfering with your conversion rate.

Finally, make sure that there aren’t any overlapping widgets, eg. the cookie bar with the cart drawer which could hide the checkout button. 

Step 3: Optimizing the Conversion Rate

With a solid design and user experience in place, the next focus for LUXMII’s website was Conversion Rate Optimization (CRO). 

The goal was to ensure that every visitor would convert a customer with as little friction as possible. 

And of course we started with the money-maker, the Product Page.

Product Page Optimization

The product page is where the magic happens. Yes, I’m talking about money.

It’s where potential customers make the final decision to purchase, so we knew it had to be flawless. 

Here’s how we optimized it:

Benefits & USPs: 

• What we did: We developed a targeted content strategy to communicate the unique benefits of linen, emphasizing its sustainability nature in addition to how elegant women look in linen. 
• Why we did that: We wanted to show women who are not into fast-fashion the benefits of owning a premium piece of clothing that not only feels nice but also changes the perspective of others towards you.
• How we did that: We sent a quick survey and asked our true and most loyal fans & customers their experiences, the occasions in which they wore our clothes and if anything positively weird happened to them.

Customer Reviews: 

• What we did: Understanding the power of social proof and UGC, we displayed real testimonials across our website and PDP. 
• Why we did that: This addition helped build trust and gave potential buyers confidence in their purchase.
• How we did that: We collected some testimonials straight from LUXMII’s inbox (you can find golden nuggets in the customer support inbox) and we also integrated the Stamped app to automatically collect and display customer reviews and testimonials directly on the product page. 

Manufacturing Process Video: 

• What we did: We shot a quick and nice video showing each step of the manufacturing process in our own atelier in Portugal. 
• Why we did that: Contrary to fast-fashion brands which are produced in Chinese factories, we wanted to show and tell the story of how products are sustainably made by artisans and master tailors.
• How we did that: You don’t need much, rather than an iPhone & CapCut. 

Cross-Sell Functionality: 

• What we did: To increase Average Order Value (AOV), we designed a cross-sell section on the product page. 
• Why we did that: This section recommended complementary products that matched the customer’s current selection, encouraging them to add more to their cart thus increasing the total order value (and making us more profit)
• How we did that: We carefully placed and customized widgets like Frequently Bought Together and Limespot.

FAQs: 

• What we did: We added a dedicated FAQs section on the product page. 
• Why we did that: To reduce friction and answer common customer questions before they reached out to support saving HOURS on emails and requests.
• How we did that:  We did a thorough analysis and used ChatGPT to analyze our inbox emails and made a list of these FAQs.

Size Guide: 

• What we did: Fashion brands know how critical it is to get sizing right. We implemented detailed size guides in both centimeters and inches, tailored to each product.
• Why we did that: It ensures that customers have all the information they need to choose the correct size, reducing the likelihood of returns and increasing customer satisfaction.
• How we did that: We went the difficult way, creating one size guide per style (oh yes, the pain).

So the new Product page now looks like this: (click/tap to expand)

Shopify apps to increase Conversion Rate (we’re still using them)

• Colour Options using Platmart Colour Swatches
• Size Guide using Panda Size Chart
• Upselling using Frequently Bought Together
• Cross-selling using Limespot Personalizer
• Reviews using Stamped or Okendo

Collection Page Optimization

Next, we turned our attention to the collection pages, which not only serve as a gateway for customers to explore our product catalog but also serve as the landing pages used in Meta ads, following our Facebook Ads strategy we used to drive traffic to this high-converting website.

One more reason to look really flawless and optimized af.

1. We set up filters

We introduced sidebar filters that allowed visitors to narrow down their search by price, type (dress, pants, etc.), and size. 

This functionality made it easier for customers to find exactly what they were looking for, enhancing the shopping experience.

2. We optimized the Cover section

We added an easy-to-read title at the top of each collection page to briefly explain what customers would find below. 

Note that we skipped a short description and instead – for SEO purposes – we included a detailed description to help these pages rank better for relevant keywords.

3. We fixed the Grid

We added 2 products per row and made sure that only the important information is shown:

• Title
• Price
• Offer (if any)

So the new Collection page now looks like this: (click/tap to expand)

Homepage Optimization

While the homepage isn’t as close to the checkout process as the product pages, it still plays a vital role in shaping first impressions and guiding visitors through their journey.

I still believe that just like a book is judged by its cover, a lot of people judge you from your homepage.

So why not make it both nice and practical?

• Intro: We added a simple yet effective introduction that explained what LUXMII is and what it offers. This clear messaging helped new visitors understand the brand at a glance.
• Best Sellers Carousel: We included a beautifully designed carousel showcasing the best-selling items of the month. This feature not only highlighted popular products but also provided an easy way for customers to add these items to their carts.
• Brand Information: A more detailed introduction to the brand was added, including links to internal pages that explain our philosophy, materials, and partners. We highlighted facts about our environmentally friendly materials, reinforcing our commitment to sustainability.
• Customer Reviews: We extended the use of reviews to the homepage. By displaying testimonials here, we leveraged social proof across the entire shopping funnel, helping to build trust right from the start.
• Blog: As part of the content marketing strategy we are publishing articles, how-to’s and styling guides every month on the blog. Placing these blog posts in the homepage helps visitors understand that LUXMII is an authoritative brand and not just another clothing brand.

So the new homepage now looks like this: (click/tap to expand)

Results & Observations

Although we hadn’t conducted extensive A/B testing initially, we started experimenting with basic tests like add-to-cart button variations, using emojis, and placing reviews directly under the add-to-cart button. 

These initial tests provided insights that we’re now building upon, with plans to conduct more rigorous A/B testing going forward. 

We aim to test at least two variations per month, inspired by the work of experts like Samuel Hess.

This guy has made an enormous effort helping brands optimize their stores!

Impact of Changes in 30 days

The changes we made had a substantial impact on our key metrics:

• Conversion Rate: Total increase of 74%
• AOV: Rose to $280 immediately, a 71% improvement that contributed to overall revenue growth.
• Increase in 2+ items orders: The percentage of people who bought 2+ items jumped from 20% to 45%

Through continued optimization and strategic price adjustments, LUXMII’s AOV has reached $483, reflecting the ongoing success of our tailored approach.

By focusing on these critical areas, we ensured that the website wasn’t just a digital storefront but a highly optimized sales engine designed to convert visitors into customers effectively.

Step 4: Increase Website Speed and Improve Performance

If you want higher conversion rates then a fast loading website speed is your No1 priority. It makes your visitors happy and not frustrated.

In saying this, we prioritized improving LUXMII’s website speed and overall performance as part of our optimization strategy.

Optimizing Page Load Time

From the beginning, we knew that our page load times needed improvement. 

To tackle this, we scheduled bi-annual sessions with our head developer, Thanasis, to thoroughly analyze the site using tools like Google PageSpeed Insights and GTmetrix. 

These tools helped us identify which apps, scripts, or media were causing delays in load times.

Here’s what we did once we saw the results:

1. App Optimization
Many Shopify apps can slow down a website, especially if they are poorly optimized or load unnecessary scripts. 

During our audits, we identified apps that were contributing to slower load times. Where possible, we communicated with app developers to optimize performance. 

If that wasn’t an option, we looked for alternative apps that offered the same functionality with better performance. And it worked!

2. Script Management
We also examined the custom scripts running on our site. 

Any non-essential scripts that were slowing down the site were either optimized or removed. 

This included minimizing JavaScript and CSS files to reduce the amount of data that needed to be loaded.

3. Media Optimization
High-resolution images and videos are essential for showcasing our products, but they can also slow down the site. 

We ensured all media was optimized for web performance, using compression tools to reduce file sizes without sacrificing quality.

Performance Metrics to Look when Optimizing your Store

Improving website speed was about more than just faster load times; it was about improving the overall user experience and ensuring that our site was as efficient as possible. 

We regularly monitor the following key performance metrics to measure the effectiveness of our optimizations:

• Conversion Rate: Faster load times lead to a better user experience, which in turn improves conversion rates. We tracked how improvements in speed correlated with increased conversions.
• Bounce Rate: We saw a decrease in bounce rates as page load times improved, indicating that visitors were more likely to stay and browse the site.
• Time on Page: With faster load times, users spent more time exploring our product pages, which contributed to higher engagement and better sales outcomes.

We also use heatmaps and video recordings to observe user behavior. This allows us to identify any elements that might be confusing or causing users to leave the page, enabling us to make quick adjustments and keep the site running smoothly.

Ongoing Performance Monitoring

Website speed is not a one-time fix; it requires continuous monitoring and optimization. 

We make it a point to regularly check our performance metrics and conduct audits to ensure everything remains optimized. 

By keeping a close eye on our site’s performance, we can quickly address any issues that arise and maintain a fast, reliable shopping experience for our customers.

Step 5: Free Traffic via SEO

Who doesn’t like free traffic from Google?

As a keen SEO lover I wanted to give my all when it came to optimizing our store content to rank.

Also, as LUXMII grew and we wanted to avoid relying on ads, it became clear that a strong SEO and content strategy was essential for driving organic traffic and improving our online visibility.

You need to understand that while paid advertising can drive immediate results, organic search traffic provides long-term, sustainable growth. 

Our detailed ecommerce SEO strategy shows how we leveraged content optimization and keyword research to boost organic traffic and generate sustainable revenue.

Our SEO strategy focused on three main areas: 

1. Technical SEO
2. On-page SEO and 
3. Content optimization

By implementing this exact sequence we ensure a strong SEO optimization.

Technical SEO

Before diving into on-page and content optimization, we laid a strong foundation with technical SEO. 

Key technical SEO actions included:

1. Google Search Console
Once we set up Google Search Console, we checked for any issues, such as crawl errors, mobile usability problems, and security issues. This allowed us to address potential problems quickly, ensuring the site remained in good standing with search engines.

2. Site Speed Optimization
As previously discussed, site speed is a crucial factor for both user experience and SEO. We made sure that the site loaded quickly across all devices, minimizing any potential ranking penalties from slow load times.

3. Mobile Compatibility
With mobile traffic being a major source of visitors, we ensured that our site was fully responsive and provided an excellent experience on all screen sizes. This also helped with mobile-first indexing, which Google now uses as the primary method for ranking websites.

4. Structured Data
We implemented structured data (schema markup) to help search engines better understand our content and products. This also increased the likelihood of the pages appearing in rich results, such as product carousels and reviews, which can significantly boost click-through rates.

On-Page SEO

With the technical foundation in place, we turned our attention to on-page SEO, focusing on optimizing individual pages to rank higher in search results.

Key on-page SEO efforts included:

1. Keyword Research: We conducted thorough keyword research with Ahrefs to identify high-potential keywords relevant to the products and target audience. This research was used as a foundation on the content strategy, helping us align the product descriptions, blog posts, and other content with what customers were searching for.

2. Headings and Subheadings: We ensured that all pages were structured with proper headings (H1, H2, H3) to make the content easy to read and to signal to search engines what the page was about. Each page had a clear and descriptive H1 tag, followed by subheadings that organized the content logically.

3. Meta Tags: We optimized meta titles and descriptions for all pages to improve their visibility in search engine results pages (SERPs). Each meta tag was crafted to be both informative and enticing, encouraging users to click through to our site.

Content Optimization

The final piece of the puzzle was content optimization. 

We knew that to truly stand out in the crowded fashion eCommerce space, our content needed to be both engaging and SEO-friendly.

Key content optimization actions included:

1. Product Descriptions: We undertook a significant effort to rewrite all the product descriptions, ensuring they were not only descriptive and appealing but also included the keywords we had identified in our research. Each product description was crafted to highlight the unique features and benefits of the item, while naturally incorporating relevant keywords.

2. Collection Descriptions: Similarly, we optimized the collection pages’ descriptions to target specific keywords. These descriptions provided an overview of each collection, helping to improve our rankings for broader search terms related to our product categories.

3. Blog Content: We also expanded the blog content, publishing regular posts every month that aligned with our keyword strategy. These posts were designed to attract organic traffic and build authority in the niche of sustainable, premium fashion. Each blog post was carefully crafted to be informative, engaging, and optimized for search engines, helping us to capture long-tail keyword traffic.

Results from SEO and Content Optimization

Increased Organic Traffic & Revenue
Our SEO efforts resulted in a noticeable increase in organic traffic, which directly translated into more sales. 

Let’s compare May 2023 and May 2024:

Higher Rankings
Many of the product and collection pages began ranking higher in search results, bringing in more qualified traffic from users actively searching for LUXMII’s types of products.

Below you can see the traffic & keywords growth in Ahrefs.

Step 6: Continuously Monitor & Improve your Ecommerce Store

All of the above – literally everything – is NOT a one time task.

These must be done on a regular basis based on your capacity, knowledge and of course budget.

Just like cars need their service, so does your website!

Improvement Process

To ensure that LUXMII’s website continues to perform at its best, we implemented a robust system for tracking key metrics and making continuous improvements based on the data we collected.

This system is made of 2 separate components:

1. Monthly Reviews: Each month, we conduct a comprehensive review of our website’s performance. This includes analyzing traffic trends, conversion rates, and user behavior. 
2. Bi-Annual Audits: Twice a year, we perform an in-depth audit of the website. These audits focus on technical aspects, such as page load times, script performance, and app usage. We also review the overall user experience, looking for any new opportunities to enhance the site’s functionality and aesthetics.

Key Metrics to Track

• Conversion Rate: Monitor changes in conversion rates following any adjustments to the website, such as A/B tests or new feature implementations.
• Average Order Value (AOV): Track how different upsell and cross-sell features impact this metric, making adjustments as needed to encourage higher-value purchases.
• Bounce Rate and Time on Page: A high bounce rate or low time on page could indicate issues with content relevance, page speed, or user experience. Make sure you monitor your Landing Pages first.
• Load Times: Regularly monitor page load times across different devices and work to optimize any elements that slow down your website.

Tools that let you monitor performance

• Google Analytics (GA): Allows us to monitor how users are interacting with the site, which pages are most popular, and where drop-offs occur in the conversion funnel.
• Google Search Console: We use it to monitor our site’s search performance, identify indexing issues, and track keyword rankings. It also alerts us to any potential problems, such as mobile usability issues or security threats.
• MS Clarity: Provides valuable insights into user behavior through heatmaps and session recordings. 
• GTmetrix and Google PageSpeed Insights: These tools are essential for monitoring the website’s load times and overall performance. 
• Ahrefs Audit: Provides insights into our backlink profile, keyword rankings, technical issues and content gaps, helping us optimize our pages for better search engine visibility.

Step 7: Overcoming Challenges and How to Adjust

As with every major project whether it’s big or small there comes a time where everything is just too much.

There are obstacles keeping you away from your long-term goals.

Things like micro-management, always seeking perfection etc.

My opinion on this is if you can delegate it then do it, if not don’t mind imperfections.

You can still make $1 million in annual sales with an imperfect website.

Challenge 1: Overwhelming Complexity

Problem: One of the most significant challenges we faced was the sheer complexity of optimizing multiple aspects of the website simultaneously. 

Implementing new CRO features, installing necessary apps, and uninstalling others – all while maintaining site performance – often felt overwhelming. 

Each change had the potential to impact the site’s overall functionality, and it was difficult to determine which adjustments were driving results.

Solution: We adopted a more methodical approach, making one change at a time instead of implementing multiple adjustments simultaneously. 

By isolating each change, we could better assess its impact on key metrics like conversion rates and page load times. 

This step-by-step process allowed us to identify what was working and what needed further tweaking without introducing too many variables at once.

Challenge 2: Balancing Shopify Markets and Regional Offers

Boy what a mess!

Managing Shopify Markets while running different offers for specific countries or regions presented another challenge. 

Problem: With varying product prices across different markets, creating region-specific promotions was a complex task that required careful coordination.

Solution: We try to have the same kind of offers for each market whenever possible (eg. End Season Sales). But with opposite seasons in Australia and the USA it becomes more difficult. For example a Summer Sale Offer in the USA promoting light clothes makes no sense in Australia where it’s colder.

How to do it:

• Create different coupon codes with the same percentage (eg. SUMMER25 & WINTER25)
• Create different collection pages or Landing pages that share the same structure but different content (titles, descriptions and products)
• Use Shopify market options to change site-wide messaging (eg Top Bar Messaging)

Challenge 3: Maintaining Site Speed with Multiple Apps

Mo’ apps mo’ problems

Problem: As we added more functionalities to the website, such as bundling apps, reviews, and enhanced analytics and tracking tools, maintaining an optimal site speed became challenging. Each new app or script introduces the risk of slowing down the site, potentially impacting user experience and SEO.

Solution: We regularly review every app that is installed to make sure that we use it, it generates revenue or helps with our overall strategy.

Challenge 4: Managing Mobile-Specific Issues

One day I woke up to a very few sales (70% down). I was very scared that something bad happened but I didn’t know why.

I immediately checked where the funnel was leaking and spotted the cart page.

Being a dumbass I checked via desktop and everything seemed alright.

I saw the video recordings and spotted the issue.

The proceed to checkout button was not working. 

I hadn’t touched anything yet it malfunctioned. 

Hopefully I spotted the issue in a liquid file and fixed it. It was just a line of code.

Problem: Things will break without any given reason.

Solution: Always have your monitoring tools set up and go through your checkout process on a regular basis to check if everything looks good.

Results & Takeaways

After months of daily planning, execution, and continuous refinement, the results of our website optimization efforts for LUXMII were clear and impactful. 

The changes we implemented not only enhanced the user experience but also contributed significantly to the growth of the business.

• Revenue Growth: The combined effect of higher conversion rates and increased AOV resulted in a significant boost in revenue. LUXMII is now on the path to hit $2,5 million in annual revenue for 2024.
• Customer Satisfaction: Improved navigation, faster load times, and a seamless mobile experience contributed to higher customer satisfaction. Positive feedback and reviews increased, reinforcing LUXMII’s reputation as a premium brand.
• SEO Performance: Our SEO and content optimization efforts led to higher rankings for targeted keywords, which is still driving more organic traffic every day. This steady stream of organic visitors provides a sustainable source of new customers, reducing the reliance on paid advertising.
• Operational Efficiency: By streamlining the use of apps and focusing on continuous improvement, we are able to run the website more efficiently. This not only saves costs but also allows the business to reinvest in other areas, such as product development and marketing.
• Strategic Expansion: With the increased revenue and the solid profit margins (20% after taxes), LUXMII’s able to expand its product collection, introducing new lines and styles that the audience and customers needed. 

For a complete guide on how we combined multiple strategies to drive success, check out our ecommerce growth strategy, where we dive deep into how we integrated website optimization, SEO, and Facebook Ads to fuel sustainable growth.

Your Turn Now

The above is the whole recipe for building an ecommerce sales machine.

What you need to keep in mind is:

• User Experience is Key – Make your customers’ journey easy
• Continuous Improvement is Essential – Whoever adjusts, wins
• Data-Driven Decisions Lead to Better Outcomes – Use the tools above to optimize
• Speed Matters – A frustrated user never returns back
• SEO is a Long-Term Investment – Build up on it and it will be fruitful

I know that this strategy is going to work as well for you as it did for us. 

Grab the Case Study below to see how it works.

Want us to do it for you?

If you don’t have the time, expertise or team power to do all of the above by yourself, we’ll be very happy to help you.

Using our strategy, we can help you multiply your ecommerce profits, by actually having a high-converting website.

First, we’ll start by reviewing your entire product catalog and buyer persona.

Next, we’ll craft the copies and set up your sitemap.

Finally, we’ll design your high-converting website and develop it in either Shopify or WooCommerce and show you the next steps.

Book a call to get started.