Toplids Case Study:

Increasing Conversions by 128% in 3 Months

Client : Toplids

Requirement: 2.0 Migration, Theme building, Redesign, Custom development

The whole experience has been fantastic all in all. The site is performing very well. — Tyler Moon, CEO, Top Lids

Project Overview

• Industry: Aquarium Accessories
• Platform: Shopify 2.0
• Project Duration: 6+ Months
• Tools Used:
  • Google Sheets (Data Tracking Reports)
  • Trello (Project Management)
  • Shopify Metafields, YMQ Product Options, Metafields Guru (Customization)
  • Resource: Figma for OLD vs NEW Design Comparison

Challenges We Faced 

Toplids’ previous website was outdated compared to competitors, both in design and functionality. Our goal was to migrate, redesign, and optimize the site to align with the latest CRO best practices, improve overall layout, and enhance performance. 

Here’s a breakdown of the key challenges we tackled:

1. Confusing Navigation

• Users struggled to browse collection and product pages.
• Solution: Redesigned navigation with intuitive categories and advanced filtering.

2. Limited Customization

• Customers wanted flexible lid options, but Shopify’s default setup wasn’t enough.
• Solution: Integrated YMQ Product Options for custom text fields, image-based selections, and automated pricing updates.

3. Performance Issues

• With Black Friday approaching, the site needed to be lightning-fast.
• Solution: Optimized site speed and migrated to Shopify 2.0 for enhanced performance.

4. Feedback Overload

• Managing ongoing edits across multiple team members became chaotic.
• Solution: Used Trello to streamline communication and track revisions efficiently.

5. Shopify Theme Surprise

• The Enterprise Shopify Theme trial expired, briefly taking the site offline.
• Solution: Quickly resolved the issue and ensured a stable migration.

What We Set Out to Achieve

Our primary objectives were:

• Rebuild the Shopify store with a clean, mobile-first design.
• Introduce a fully customizable Product Detail Page (PDP) for flexible customer options.
• Streamline navigation to help users find products in seconds.
• Migrate ahead of Black Friday to maximize sales.
• Utilize proven A/B test ideas based on previous Shopify client successes.

Results: Before vs. After

Before the Migration (Oct 2024)

• Conversion Rate: 0.9%
• Challenges:
  • Confusing navigation and product categorization.
  • Weak CTAs and lack of trust signals.
  • Static product visuals and overwhelming descriptions.
  • Inefficient checkout process and poor mobile experience.

 

After Shopify 2.0 Migration (Nov 2024)

• Conversion Rate: 1.06% (+17.8% increase)
• Key Improvements:
  • Migrated to Shopify 2.0 for enhanced functionality.
  • Improved site speed and performance for Black Friday.
  • Introduced a cleaner, mobile-first design.

 

After CRO Optimizations (Dec 2024)

• Conversion Rate: 1.96% (+117.8% increase from baseline)
• Key Optimizations:
  • Clearer product categorization and intuitive navigation.
  • Stronger CTAs and streamlined checkout process.
  • Enhanced product visuals, descriptions, and social proof.
  • Added customer video reviews and demos for credibility.

What We Set Out to Achieve

 

Metric	Before (Oct 24 – Nov 24)	After (Dec 24 – Jan 25)	Increase (%)
Total Sessions	16,521	16,786	–
Orders Fulfilled	205	333	+62.4%
Total Sales	5 figures	–	+34.5%
Conversion Rate	0.99%	2.06%	+108%
Added to Cart Rate	2.45%	6.42%	+161.6%
Reached Checkout Rate	0.58%	0.81%	+39.7%
Completed Checkout	0.99%	1.99%	+100%

Summary of Change

1. Clearer Product Categorization & Navigation

• Before: Visitors struggled to find products due to cluttered navigation.
• After: Introduced intuitive categories and advanced filtering for effortless browsing.

   

2. Stronger Call-to-Action (CTA) Placement

• Before: CTAs were buried and not prominent.
• After: CTAs like “Shop Now” and “Add to Cart” were made more visible, reducing friction.

   

3. Improved Product Visuals & Demonstrations

• Before: Static images lacked context and engagement.
• After: Added lifestyle shots, in-use demonstrations, and interactive visuals.

   

4. Optimized Product Descriptions

• Before: Lengthy, overwhelming descriptions.
• After: Concise bullet points highlighting key features and benefits.

   

5. Social Proof & Trust Signals

• Before: Reviews were present but not emphasized.
• After: Prominently displayed customer reviews, testimonials, and influencer endorsements.

   

6. Highlighting Shipping & Return Policies

• Before: Policies were hidden, causing hesitation.
• After: Placed near CTAs to reassure customers and reduce cart abandonment.

   

7. Adding Customer Video Reviews & Demos

• Before: Limited user-generated content.
• After: Embedded customer video testimonials and product demos.

   

8. Scroll & Click Tracking for Further CRO Improvements

• Before: No visibility into user behavior.
• After: Implemented tools like Hotjar and Lucky Orange to analyze drop-off points.

Final Thoughts

Toplids’ transformation was more than just a website redesign—it was a strategic overhaul designed to create a seamless, engaging, and high-converting shopping experience. By focusing on user experience, performance, and customization, we were able to deliver a store that not only met but exceeded business goals.

 

The results speak for themselves:

• A 128% increase in conversions within just three months.

• A 62.4% increase in orders and a 34.5% boost in sales.

• Enhanced customer satisfaction and trust, as evidenced by glowing testimonials and repeat purchases.

 

As Toplids continues to grow, we’re committed to supporting their journey with ongoing optimizations, A/B testing, and data-driven strategies. This project is a testament to the power of combining great design, technical expertise, and customer-centric thinking to drive eCommerce success.

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