Le Dressing de Paolina
Paolina had built a loyal Instagram community of 30K+ followers and steady traffic to her Shopify store. But the conversion rate was capped at 1.2% — well below the fashion e-commerce average (2.5-3%). The issue wasn't traffic or product quality. It was the shopping experience: confusing navigation, product pages that didn't sell, a checkout funnel with too much friction, and zero tracking to identify where customers were dropping off.
I started by installing Hotjar and analyzing 200+ session recordings. The diagnosis was clear: 45% of visitors left product pages without adding to cart (photos too small, no visible size guide), and 60% of those who added abandoned at checkout (too many steps, no express payment). Complete Shopify theme redesign: new product pages with full-screen photos and integrated size guide, checkout funnel reduced to 2 steps with Apple Pay and Shop Pay enabled. I also integrated a booking tool directly on the site so customers could schedule private shopping sessions at the showroom. GA4 tracking setup with custom events to monitor each funnel step.
+38% increase in conversion rate
+38% conversion rate increase within 6 weeks. Average cart value increased by 15% thanks to better-placed product recommendations. Checkout abandonment rate was cut in half. The booking tool created a new sales channel through the physical showroom. Tracking data helped identify the most profitable collections and redirect the buying strategy.
E-commerce · Fashion & Ready-to-Wear
2023
+38%
increase in conversion rate
