Snugs.com had achieve minimal growth and was struggling to scale on their ailing WooCommerce platform. More money was being spent on fixing issues than driving sales and improving the UX/UI.

I was brought in to help them make a big, bold move to Shopify and focus on a cleaner, simpler UX/UI which would help them scale to multiple countries and optimise their DTC operations.

Migrating a decade of customer data to Shopify

Redesigning their entire shop architecture and UX/UI.

Overhauling their product proposition and messaging

Integrating Klaviyo and creating e-commerce funnels

Creating customer feedback and testimonial loops

Cross-country collaboration and fulfilment

Integrating their AI-powered custom fitting solution into the order funnel

As with any DTC e-commerce business, the primary objective was increasing sales. I pushed the business to look beyond a single metric and instead focus on smaller, incremental objectives which together would help them achieve more.

These included:

Segmenting customers to enable targeted campaigns and reactivating previous customers to repurchase

Optimising product discovery, comparison and the ordering processes to increase conversation rates for both new and existing customers

Upsell and cross-sell smaller products to increase AOV

Run monthly campaigns to focus on use cases and product solutions in line with seasonality (e.g swimming earplugs in spring and concert earplugs in summer)

Increase the visibility of their B2B offering to attract larger contract sales

The focus on a cleaner, simpler UX/UI and taking a multi-faceted approach to optimising product discovery and the buying experience led to Snugs achieving their best sales year ever.

Launched new Shopify store in 6 months

Increased AOV by 20%

Achieved average monthly sales uplift of 40%

Improved conversion rate from 0.8% to 1.5%

Help secure multiple 5-figure B2B custom fit contracts