Shopify redesign project leading to a 150% improvement in the conversion rate at the time of analysis.
Meaning is woven into everything they create. Each product has a story to tell of where it came from and why they made it. They work with artisans across Africa and here in South Africa they’ve built a team of women from their local community.
They reached out to me in 2022, wanting to redesign their Shopify website to reflect their brand aesthetic and communicate their values. They also wanted to make sure they had a strong foundation before investing in paid ads.
One of the main goals for this project was to design an aesthetically beautiful website that made it easy and smooth for someone to buy.
We designed a sales-focused homepage, using cohesive imagery and colours, and highlighting Soul Design’s bestselling products. We encouraged the brand to bring their story into the homepage, through video, brand highlights and custom illustrations.
The result is an impactful homepage that encourages people to go deeper into the website. The more time someone spends on a website, the more likely they are to buy or sign up to a mailing list.
Toggle for the before and after snapshots of the homepage
Part of my Shopify consulting service includes helping brands identify the right-fit Shopify theme base to use for their project. I only use themes from the theme store – https://themes.shopify.com/themes.
As you can see, there are a many themes to choose from, which makes it confusing and sometimes overwhelming for store owners to know which one’s will work best for them.
My job is to make sure the theme ticks all the must-have boxes. I also test out the theme before purchasing by creating a simple homepage mockup design. Only once we’re all happy, we purchase the new theme.
I shortlisted two Shopify theme bases to use for Soul Design’s revamp:
–Broadcast by Invisible themes
–Lorenza by Fluorescent Design Inc
These are two of my favourite themes. We decided to go with Broadcast because of one stand-out feature – the lovely product upsell box on the product page that works so well for Soul Design’s niche.
Once the theme was installed, I redesigned all the main content pages, including the homepage, collection pages and product page templates. The website remained live and functional while I rebuilt everything on an unpublished version of the new theme. This is one thing I love about Shopify – you can completely redesign your website’s look and feel on the backend while your old design remains active! And store owners can preview and approve the new design via preview links.
The new website has the following features to improve user experience and drive sales:
Soul Design’s old Shopify website didn’t reflect the heart and soul of their business. This one really does. It’s been joyful to help the team create this new online space, that gives them confidence. Designed to convert.
We’d love to help your brand optimise and grow sales with Shopify eCommerce. Inquire here:
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