Site Migration & Scalable Strategies
Shopify migration, SEO, and paid ads strategy driving 300% sales growth
Project Highlights
Driving digital success for a startup eCommerce brand by leading a seamless Shopify migration, implementing SEO and paid marketing strategies, and providing ongoing technical support to scale growth and maximise sales.
0 %
Revenue Increase
0 %
Meta Paid Social ROAS
0 %
Organic Impressions 3 Months
Client
BrandAffection UK
Year
2024 - 2025
Industry
Fashion, Designer Wear
Project Type
eCommerce Management
Shopify
SEO
eCommerce
PPC
UX/UI
A/B Testing
CRO
Paid Social
(01)
Project Overview
Building a Business
From Social-Commerce to eCommerce
BrandAffection UK, a Pakistani designer wear brand, had built a strong presence on social media, amassing almost 400K followers on Instagram by end of 2024. Operating primarily through social commerce, they thrived in a highly competitive market where visual appeal, influencer collaborations, and community engagement were key drivers of sales.
With their growing popularity, they aimed to expand into eCommerce to streamline operations and provide a seamless shopping experience. As demand grew, the limitations of a social-commerce-only model became evident. Managing orders through DMs and WhatsApp was no longer efficient, and they needed a scalable eCommerce solution to streamline operations, enhance customer experience, and compete with established Pakistani fashion retailers in an increasingly digital-first industry. A highly competitive niche and market.
However, the platform they initially chose presented numerous challenges, including poor website performance, limited scalability, and a frustrating user journey, which risked damaging their brand reputation and sales.
Recognising these issues in 2023, they approached me to assess the situation, identify a more effective solution, and implement a strategy that would transition their business from a social-first brand to a high-performing eCommerce store.
(02)
Clients Goal and Challenge
Client’s Goal
The client’s goal was to transition from a social media-based sales model to a fully functional eCommerce store that could streamline operations, enhance customer experience, and support their rapid growth. They needed a scalable, user-friendly platform that automated the manual process of handling orders through DMs and WhatsApp, allowing for efficient management of high traffic. Additionally, they aimed to provide a seamless shopping experience optimised for mobile users, who formed the majority of their audience. Ensuring brand consistency and integrating their strong social media presence with the eCommerce store were also key priorities, enabling them to leverage their existing following while competing with established Pakistani fashion retailers.
Challenge
One of the biggest challenges was that BrandAffection UK had no prior experience with eCommerce outside of social media. While they had successfully built a strong following and driven sales through Instagram and WhatsApp, there was a clear gap in the knowledge and infrastructure to manage an online store effectively. This meant I had to educate the client on Shopify management, digital marketing fundamentals, and eCommerce best practices while simultaneously executing their entire strategy. Additionally, transitioning from a highly social-driven sales model to an automated eCommerce platform required careful planning to ensure a smooth user experience, strong SEO foundation, and effective paid marketing campaigns. Balancing education, execution, and optimisation in a highly competitive market made this project both complex and critical for the brand’s long-term success.
(03)
My Process
eCommerce Store Development and Growth Strategies
1
Site Migration from WooCommerce to Shopify
The first step was to migrate BrandAffection UK’s website from WooCommerce to Shopify, a month-long process that required careful planning to prevent downtime and data loss. Given that their existing WooCommerce setup was poorly optimised, I conducted a full audit to identify inefficiencies and ensure a smooth transition. The migration involved transferring product data, customer information, order history, and custom functionalities while restructuring the site for better performance, user experience, and scalability. I also optimised the checkout process, product categorisation, and mobile responsiveness, ensuring the Shopify store was not only operational but also faster, more intuitive, and aligned with best eCommerce practices from launch.
2
SEO & Keyword research to Build a Baseline
With the new Shopify store in place, the next crucial step was establishing a strong SEO foundation to drive organic traffic and improve search engine rankings. I conducted in-depth keyword research to identify high-value search terms relevant to the brand, ensuring the website targeted both transactional and commercial queries. This involved optimising product pages, collections, meta titles, descriptions, and alt text with SEO-friendly content while maintaining a natural, user-friendly experience. Additionally, I restructured the site navigation and internal linking to enhance crawlability, improve user experience, and increase search visibility. These efforts positioned BrandAffection UK to compete with established brands and attract customers beyond their social media audience.
3
Email Marketing & Paid Social Campaigns
Once the foundation was set, I focused on email marketing and paid advertising to drive conversions and retain customers. I implemented Shopify Email automations, including abandoned cart recovery, welcome sequences, and personalised promotions, to nurture leads and encourage repeat purchases. This helped increase sales, particularly during low-traffic periods.
For paid marketing, I developed and managed PPC campaigns across Meta Ads, leveraging targeted audience segmentation to reach potential buyers effectively. Through continuous A/B testing and campaign optimisation, I maximised ROAS, achieving high returns on a controlled budget. The combination of strategic email automation and performance-driven paid ads helped convert new visitors into customers.
4
Ongoing Technical Support and eCom Management
With the Shopify store fully operational, I provided ongoing technical support and store management to ensure smooth performance and continued growth. This involved regular site maintenance, troubleshooting issues, and implementing new features to enhance functionality. I also optimised the store for speed, mobile responsiveness, and security, ensuring a seamless shopping experience.
I continuously monitored eCommerce KPIs, refining product pages, updating collections, and enhancing user experience based on data-driven insights. Using heatmaps and session recordings, I identified areas for improvement and implemented conversion rate optimisation (CRO) strategies to increase sales.
(04)
Finalising
The Results
- Sales increase post-migration due to better UX and streamlined management.
- Of revenue from organic search due to better navigation and SEO.
- Organic search clicks in 28 days from SEO improvements.
- Return On Ad Spend (ROAS) on Meta ads within 14 days.
- Boost in sales through email marketing in low traffic months.
- Increase in engagement through A/B tested UX improvements.
BrandAffectionUK Visibility growth after SEO efforts.
Closing Thoughts
Helping BrandAffection UK transition from a social-first sales model to a fully operational eCommerce store was a comprehensive and rewarding challenge. I enabled the brand to scale sustainably and compete in a highly competitive market. This project highlights the importance of blending technical expertise with data-driven marketing strategies to drive digital success. With a solid eCommerce infrastructure in place, BrandAffection UK is now positioned for long-term growth, reaching new audiences beyond social media while maintaining its strong brand identity.