Fashion E-commerce Redesign. CRO Strategy. Soul Gallery by Anna AvevnFashion E-commerce Redesign. CRO Strategy. Soul Gallery by Anna Avevn

Fashion E-commerce Redesign. CRO Strategy. Soul Gallery

Anna Avevn

Fashion Designer

eCommerce Manager

Web Developer

Web Designer

Brand Designer

Shopify Developer

Figma

Shopify

HTML5

A separate part of the work was focused on product information and store management. Product descriptions were connected to individual products, size guides were made product-specific, and archive logic was clarified so active products and archive products can be managed correctly. This makes the store easier for the owner to update and helps avoid inconsistent product pages as the catalogue grows.

The buying flow was improved through practical conversion changes. The size guide was placed next to size selection, quick add was redesigned to make product selection faster, and bundle logic was adjusted so “Pair It With” appears only when a product has a real bundle offer. Products without bundles can hide this section, which keeps the page focused and avoids empty commercial blocks.

The sold-out and missing-size experience was also planned as part of the CRO logic. Instead of losing users when a size or product is unavailable, the flow can lead them to a “NOTIFY ME” email capture. This gives the store a way to collect demand, build a restock audience, and keep potential customers inside the brand’s communication system.

The result is a Shopify store structured around product presentation, easier buying decisions, and better long-term management. The work combines design direction, CRO logic, and Shopify customization to create a storefront that looks closer to the brand’s positioning and works better as a sales channel.

Thanks for your time

If you need a Shopify store redesign, fashion e-commerce UX/UI design, product page improvement, or CRO-focused store update, feel free to contact me.

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Posted Aug 26, 2026

Soul Gallery is a Shopify fashion e-commerce redesign focused on visual direction, product presentation, and conversion optimization. The work started with an analysis of the existing store, customer journey, product structure, and points where conversion could drop. Based on this analysis, the store was redesigned to create a more premium look through cleaner spacing, smaller typography, minimal interface elements, stronger product focus, and a more direct buying flow. The store was customized through Shopify template work, HTML, Liquid, and CSS to keep it manageable for the owner while making the interface feel more tailored to the brand. The result is a fashion e-commerce store built around product clarity, easier purchase decisions, and stronger commercial logic. The redesign helps customers understand the product faster, choose the right size, interact with relevant bundle offers, and stay connected to the brand when an item is unavailable.

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Fashion E-commerce Redesign. CRO Strategy. Soul Gallery

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