How We Turned a Basic Shopify Store Into a $1.4M Revenue Machine in 240 Days – Without Spending a Fortune on Ads

The Proof is in the Numbers:

After implementing our optimization strategy, LUXMII saw:

✔️ A 74% increase in conversion rates in just 30 days

✔️ A 71% boost in Average Order Value from $214 to $483

✔️ Over $1.4M in revenue in under 8 months

This strategy didn’t just work for LUXMII – it can work for any ecommerce business that’s ready to scale.

Here’s how the Shopify store looked like before (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.

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)
• Facebook ads didn’t convert
• The target market wasn’t defined

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 

A simple website couldn’t hold too much.

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 🙂

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Step 1: Identifying CRO killers and how to solve them

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

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.

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.

After implementing this step, we saw immediate results: LUXMII’s bounce rate dropped by 35%, and conversion rates climbed to over 1.9%

 

Step 2: How Smart Design Boosted Conversions by 74%

Nobody wants to visit a scammy-looking website.

When it comes to ecommerce, design isn’t just about looking good – it’s about driving sales. We redesigned LUXMII’s website with one goal in mind: turning visitors into buyers.

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).

Our Design Strategy Focused on 3 Key Areas:

1. Streamlined Navigation for Faster Purchases: We simplified the site structure, making it easier for visitors to find exactly what they needed in fewer clicks. This reduced friction in the shopping process and led to a 35% drop in bounce rates.

2. Optimized Product Presentation for Higher Engagement: We improved product pages by highlighting key benefits, using high-quality visuals, and adding customer reviews. This gave visitors the confidence they needed to make a purchase, resulting in a 74% increase in conversions.

3. Mobile-First Design for Seamless Shopping: With the majority of orders coming from mobile, we made sure the entire website was mobile-optimized. This led to a 35% reduction in cart abandonment, especially during mobile checkouts.

Every Design Decision Had a Purpose:

• No Unnecessary Distractions: We cut out unnecessary features and focused on what would increase sales—clear CTAs, easy navigation, and fast-loading pages.
• Speed Matters: By optimizing page load times, we kept visitors engaged and shopping, increasing the likelihood of purchase.

 

 

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:

1. We added Benefits & USPs 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.
2. We gathered Customer Reviews to build trust and give potential buyers confidence in their purchase.
3. We showed the Manufacturing Process in a Video to show and tell the story of how products are sustainably made by artisans and master tailors.
4. We promoted Cross-Sells to increase Average Order Value (AOV), we 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)
5. We answered FAQs to reduce friction and answer common customer questions before they reached out to support saving HOURS on emails and requests.
6. We added a Size Guide to reduce the likelihood of returns and increase customer satisfaction.

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

 

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.

By optimizing collection pages with intuitive filters and a clear grid layout, we saw a 30% increase in engagement and a smoother shopping experience.

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, testing different layouts, copies, social proof and offers placement.

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.

You can also use heatmaps and video recordings to observe user behavior. This allows you 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.

Step 5: Free Traffic via SEO

While paid ads provide quick wins, sustainable growth comes from free organic traffic. 

By optimizing LUXMII’s website for search engines, we built a reliable, long-term revenue stream that consistently brought in qualified, organic traffic—without increasing ad spend.

How We Did It:

Our approach focused on two key areas:

1. Maximizing Search Engine Visibility – We laid the technical groundwork to ensure search engines could easily find and understand our content.
2. Targeting High-Value Keywords – We carefully selected keywords that aligned with buyer intent, helping us attract customers actively searching for premium linen clothing.

By optimizing both the technical foundation of the website and improving on-page content, we saw:

• A steady increase in organic traffic, resulting in a consistent flow of new visitors.
• Higher keyword rankings for product and collection pages, bringing in qualified traffic.
• A notable rise in search visibility, leading to more conversions from organic traffic.

Technical SEO

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

Key technical SEO actions included:

1. Setting up Google Search Console
2. Submitting the sitemap
3. Fixing crawlability issues
4. Redirecting bad/old links
5. Site Speed Optimization
6. Implementing Structured Data

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 to identify high-potential keywords relevant to the products and target audience. 

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. 

3. Meta Tags: We optimized meta titles and descriptions for all pages to improve their visibility in search engine results pages (SERPs). 

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: 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. 

3. Blog Content: Each post was carefully crafted to be informative, engaging, and optimized for search engines, helping us to capture long-tail keyword traffic.

The Results Speak for Themselves:

✅ Consistent, Free Traffic: We increased organic traffic month-over-month, bringing a steady stream of new, interested visitors to LUXMII’s website.

✅ Higher Rankings: Our optimization efforts led to top rankings for key product-related search terms, giving LUXMII a competitive edge in the market.

✅ Sustainable Growth: As SEO efforts compounded over time, LUXMII reduced its dependency on paid ads, allowing for more profitable and sustainable growth.

Let’s compare May 2023 and May 2024:

 

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:

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:

Monthly Reviews: Each month, we conduct a comprehensive review of our website’s performance. This includes analyzing traffic trends, conversion rates, and user behavior. 

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.

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 Results Speak for Themselves

LUXMII’s Success After Implementing Our Strategy:

• 74% increase in conversion rates in 30 days
• 71% boost in Average Order Value (AOV) from $214 to $483
• $1.4M in revenue within 240 days
• 45% of customers buying 2+ items after site optimization

“Working with WEDOHYPE has completely transformed our business. Our sales skyrocketed in less than a year, and our customer experience has never been better.”
— Cathrin J, Founder of LUXMII

 

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. 

DISCLAIMER: I have to tell you…results like this are not typical. We’ve been doing this online marketing stuff for 10+ years. Our business has been running for 5+ years. And we’ve built multiple high-converting websites during that time. 

Ready to Scale Your Ecommerce Business? Book a 15-minute demo below!

On the demo we will show you:

• The Highest Converting Ecommerce Websites – See real-life examples of the type of websites working right now. Including the exact steps we take to convert visitors into buyers to generate an extra $1M+ in sales using our model.
• How To Write Interesting, Copy that Converts – Take a look at some of the most successful product pages we’ve crafted. Discover little-known strategies of multi-million dollar brands who earn $100,000+ per month at profit.
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• 74% increase in conversion rates
• $1.4M in revenue for LUXMII in 240 days
• 3x more upsells and cross-sells for fashion brands
• Over $30M in total ecommerce sales generated for our clients