Yorkshire Fashion Retailer - From £30k to £120k/Month.
Shopify migration and conversion optimisation for an established Yorkshire fashion retailer outgrowing a slow, hard-to-measure ecommerce setup.
+300% over six months
Faster product journeys
Checkout and PDP uplift
Restored profitable scale
The challenge
The retailer had built a strong regional fashion business, but the ecommerce stack was beginning to cap growth. Mobile product pages were slow, seasonal launches were hard to merchandise, and the checkout did not support the payment options UK customers increasingly expected. The team were spending more on traffic but getting less clarity on what happened after the click.
The immediate pressure came from Shopping campaigns. ROAS had dropped across six months despite stable spend and a healthy product range. The team could not separate a campaign problem from a site problem because analytics, product feed data, and ecommerce events were all unreliable. Scaling spend from that position would have been guesswork.
Success meant more than moving the catalogue to Shopify. The brief was to preserve SEO equity, reduce mobile load times, rebuild the theme around product discovery, restore Shopping profitability, and give the marketing team the tools to launch new landing pages without waiting on development every week.
The approach
Discovery and audit
The first week was diagnostic: Lighthouse audits, GA4 funnel review, feed quality checks, search-console export, and a close look at campaign structure. The biggest issues were not dramatic, but they were expensive: slow collection pages, inconsistent product data, missing ecommerce events, and a checkout journey that asked too much of mobile customers.
Platform and architecture
Shopify Plus was the right fit because the business needed speed, editorial control, stronger checkout options, and a platform that would not create infrastructure drag. The theme was built on Shopify 2.0 sections and blocks so merchandising, campaign pages, and seasonal edits could happen inside Shopify instead of becoming development tickets.
Build phases
The migration was staged around catalogue integrity first, then theme build, then redirects and launch testing. Product templates, collection filters, and landing-page sections shipped early so the client could review real buying journeys rather than static mockups. Redirect mapping and structured data were planned weeks before go-live.
Performance, tracking, and media
Core Web Vitals were treated as launch criteria, not a post-launch optimisation task. GA4, Google Tag Manager, Meta tracking, and product feed data were rebuilt alongside the theme. Paid media then moved from broad scaling attempts to clearer product-group structure, better landing-page routing, and cleaner measurement.
The results
The headline result, £30k to £120k monthly revenue, happened over six months rather than overnight. The first lift came from fixing the mobile buying journey and page speed. The next stage came from rebuilding Shopping campaigns around cleaner product data and better landing pages.
The store also became easier to operate. The marketing team could create seasonal edits and campaign pages without waiting on a developer, which mattered as much commercially as the front-end speed improvements. Fewer internal delays meant more campaigns shipped while demand was still live.
What did not go perfectly
The launch moved from an 8-week target to 10 weeks because brand assets arrived late. That was the right trade-off: rushing visual sign-off would have created avoidable rework after launch.
Project gallery
Screenshots and project visuals from the build, optimisation, or platform work.
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