Lifting conversion, AOV and loyalty sign-ups for The Couture Club on Shopify Plus

The client

The Couture Club is a premium streetwear and accessories brand that had already moved from WooCommerce to Shopify Plus, but the migration was carried out by a non-Shopify agency, so the store was not making full use of the platform's revenue-boosting features. The front end also jarred with the brand's premium identity and did not amount to a seamless user journey. Underwaterpistol restructured and reskinned the site, ran a conversion rate optimisation audit and gave the loyalty programme the relaunch it needed.

The challenge

Because the replatform was not done in a Shopify-centric way, the brand could not leverage much of what Shopify Plus offers. The front end lacked a set style, and friction in the journey was losing potential revenue. The existing loyalty scheme had a landing page that was difficult to find and a design that clashed with the brand's new direction, so it was not pulling its weight as an engagement and retention tool.

The solution

The results

The work delivered a +28% increase in overall conversion rate and a +35% increase in conversion rate on mobile. The relaunched loyalty programme produced a +58% increase in sign-ups, and the wider initiative, including a new bundling offer and improved product discoverability, contributed to a +10% increase in average order value. The brand's creative director credited Underwaterpistol's recommendations on loyalty, tools and Shopify Plus itself with helping the team grow sustainably.

“Underwaterpistol have been absolutely amazing for us. The recommendations they have made to the site in regards to loyalty, tools and Shopify Plus itself has helped our team to grow sustainably.”

Tools & stack

Original project by Underwaterpistol ↗ — published by the delivering agency, included here as an industry reference.