Shopify Site Redesign & Edit

PROJECT: SHOPIFY STORE REDESIGN, CATALOGUE OPTIMISATION & CONVERSION OPTIMISATION

Website

Website: [REDACTED]

⸻

1. PROJECT OVERVIEW

I am seeking an experienced Shopify designer/developer and CRO specialist to restructure an existing UK e-commerce store.

The site is live but currently suffers from:

* Overly broad, unfocused catalogue
* Inconsistent supplier-imported product data
* Weak information architecture
* Low conversion optimisation maturity

This is a commercial restructuring and performance optimisation project, not a visual refresh.

⸻

Brand Positioning

Beauty • Wellness • Smart Living

Smarter products. Better everyday living.

The store must feel curated, focused, and problem-solving—not like a general marketplace.

⸻

2. PROJECT PHASES

⸻

PHASE 1: AUDIT & INSIGHTS

Objective

Establish a data-driven baseline of performance, UX issues, and commercial opportunities.

Key Tasks

Store Audit

* Theme, UX, mobile/desktop experience
* Homepage, navigation, collections
* Product catalogue quality
* Product titles, descriptions, imagery
* Pricing and discount integrity
* Site speed & Core Web Vitals
* Search, filters, cart, checkout
* Trust signals, reviews, email capture
* SEO structure and apps
* Tracking (GA4, Meta, TikTok)
* Broken links, duplicates, empty collections
* Conversion barriers

Data Review (Shopify Analytics)

* Revenue, units sold
* Conversion rate, ATC rate
* Product performance
* Traffic sources
* Refunds/returns
* Repeat purchase behaviour
* Inventory reliability

Deliverables

* Full audit report
* Prioritised issue list (UX, SEO, CRO, trust)
* Product performance insights
* Initial restructuring recommendations

Constraint

No product deletion (archive/draft only).

⸻

PHASE 2: CATALOGUE & STRUCTURE REBUILD

Objective

Restructure catalogue into a focused, commercially viable, brand-aligned system.

⸻

Key Tasks

Core Category Structure

Beauty

* Skincare
* Hair & Scalp
* Beauty Tools/Devices
* Men’s Grooming
* Selected Fragrance

Wellness

* Supplements
* Women’s Wellness
* Sleep & Relaxation
* Energy & Focus

Smart Living

* Home problem-solvers
* Kitchen tools
* Travel/lifestyle
* Creator/mobile accessories

Secondary (selective only)

* Mum & Baby
* Pets
* Home
* Selected tech

⸻

Product Rationalisation

Identify non-aligned products for archive (not deletion), including:

* Construction/building materials
* Heavy tools/equipment
* Plumbing/electrical infrastructure
* Generic fashion/jewellery
* Low-value novelty items
* Unrelated electronics

Deliver decision matrix:

* Product | Current category | Keep/Remove/Review | New category | Reason

⸻

Hero Products

Select 10–15 hero products based on:

* Demand & margin
* TikTok/UGC potential
* Strong problem/solution fit
* Low return risk
* Visual storytelling strength
* Bundle potential

⸻

Deliverables

* Final catalogue structure
* Product retention matrix
* Hero product shortlist
* Collection architecture

⸻

PHASE 3: UX, CRO & STORE REDESIGN

Objective

Rebuild the storefront for clarity, trust, mobile performance, and conversion.

⸻

Key Tasks

Navigation

Simplified structure:

* Home
* New & Trending
* Beauty
* Wellness
* Smart Living
* Mum & Baby
* Offers

⸻

Homepage (Mobile-first)

* Hero (value proposition + CTA)
* Trending products
* Shop by category
* Bestsellers
* Trust section (UK, delivery, returns, secure checkout)
* Social proof (reviews/UGC)
* Bundles/offers
* Email capture

⸻

Product Pages (Standard Template)

Content

* Benefit-led intro
* Key benefits
* How it works
* Usage instructions
* What’s included
* Specs
* FAQs
* Delivery/returns

Conversion

* Add to cart (sticky mobile where possible)
* Reviews
* UGC/video
* Bundles & cross-sells
* Trust signals

⸻

Cart Optimisation

* Cross-sells and bundles
* Free shipping threshold (if viable)
* AOV optimisation without friction

⸻

Product Content Cleanup

* Remove supplier-style titles
* Rewrite benefit-led descriptions
* Standardise imagery
* Remove watermarks/text overlays

⸻

Pricing & Promotions

* Fix inconsistent pricing formats (e.g. £10.16)
* Align to retail pricing psychology (£9.99, £12.99, etc.)
* Audit compare-at pricing integrity
* Remove “always on sale” structure
* Replace with structured promotions (bundles, campaigns)

⸻

Deliverables

* Homepage redesign
* Navigation system
* Product page template
* Optimised product content (retained SKUs)
* Cart optimisation setup
* Pricing & promotion framework

⸻

PHASE 4: SEO, TRACKING & PERFORMANCE

Objective

Ensure the store is fast, measurable, and acquisition-ready (especially for TikTok/social traffic).

⸻

Key Tasks

SEO (Non-destructive)

* Meta titles/descriptions
* Internal linking
* Schema markup
* Image alt text
* Redirects for URL changes
* Preserve rankings

⸻

Tracking

* GA4
* Meta Pixel
* TikTok Pixel
* Shopify analytics validation
* No duplicate tracking

⸻

Performance

* Image compression
* App reduction
* Script cleanup
* Theme optimisation
* Core Web Vitals improvements
* Mobile speed optimisation

⸻

Search & Filtering

* Category filters
* Price filters
* Solution-based filters
* Improved discovery UX

⸻

Email Automation

* Welcome flow
* Abandoned cart
* Post-purchase flow
* Review requests

⸻

TikTok Landing Pages

Reusable template:

* Hook → Problem → Solution → Benefits → Demo/UGC → Social proof → FAQs → Offer → CTA

⸻

Deliverables

* SEO implementation + redirects
* Verified tracking setup
* Performance optimisation report
* Search/filter improvements
* Email flows
* Landing page system

⸻

PHASE 5: LAUNCH & HANDOVER

Objective

Safely deploy, validate, and ensure full operational independence.

⸻

Key Tasks

* Staging/testing environment
* Mobile + desktop QA
* Conversion flow testing
* Tracking validation
* SEO validation
* Speed testing
* Bug fixes

⸻

Deliverables

* Live deployment
* QA checklist
* Post-launch review
* Full documentation:
* Product management
* Homepage editing
* Collections
* Bundles
* Apps usage
* Change log
* App/cost breakdown
* Training/support period

⸻

3. SUCCESS METRICS (KPIs)

Revenue

* Conversion rate: +30% to +80%
* AOV: +20% to +40%
* ATC rate: +20% to +50%

Engagement

* Bounce rate: -15% to -30%
* Time on site: +20%
* Pages/session: +15%

Product Performance

* Hero product conversion: +25% to +60%

Technical

* Mobile speed: 85+
* Desktop speed: 90+
* LCP < 2.5s

Catalogue Efficiency

* 40%–70% SKU reduction

Email

* Opt-in rate: 3%–8%

⸻

4. DELIVERY CONSTRAINTS

* No product deletion without approval
* No paid apps/themes without approval
* No live changes without testing
* No URL changes without SEO consideration
* No fabricated reviews or claims
* Store must remain fully editable in Shopify

⸻

PROJECT GOAL

Transform the store into a high-conversion, curated UK Shopify brand focused on Beauty, Wellness, and Smart Living, improving:

Trust → UX → Conversion → AOV → Retention