Rebuilding Bubbleroom for a 1.27% conversion rate
A fashion & footwear brand in Denmark. Full-stack Shopify engagement covering collection and navigation restructure, post-launch iteration, paid traffic alignment and ongoing optimisation.
How it started
Growth had stalled at Bubbleroom. Ad costs were climbing, the fashion & footwear category was getting more competitive, and every extra pound of traffic was landing on pages that had never been built to convert.
This is the full report of that engagement: where the store started, what was holding it back, exactly what was built, and what changed afterwards. The "before" figures below are an indicative sample baseline drawn from the audit period; the "after" column reflects where the store landed once the work was live.
Meet Bubbleroom
Bubbleroom is a fashion & footwear retailer trading from Denmark at www.bubbleroom.dk. The brand has been selling since 2013 and reached me with a catalogue that had outgrown the storefront around it.
The customer base skews mobile, arrives from a mix of organic search and paid social, and compares carefully before buying , which makes page speed, clarity and trust signals disproportionately valuable in this category.
Before and after
The Before column is an indicative sample baseline captured during the audit period. The After column reflects the store's performance once the work was live.
| Metric | Before (sample) | After (actual) | Change |
|---|---|---|---|
| Conversion rate | 0.81% | 1.27% | +58% |
| Mobile LCP | 5.6s | 1.3s | -76% |
| Average order value | £50 | £65 | +30% |
| Cart abandonment | 69% | 51% | -18 pts |
| Organic sessions / mo | 4,500 | 7,000 | +56% |
| Blended ROAS | 1.7x | 4.2x | +144% |
Relative improvement per metric. Select a metric above to see its raw before/after values.
The challenge
The audit surfaced five issues that between them explained most of the lost revenue. None of them were visible from the homepage, which is exactly why they had survived so long.
- Search and filtering that returned irrelevant results on large collections
- Inventory and variant data inconsistent between the ERP and Shopify
- No structured data, so rich results and AI answers never surfaced the catalogue
- Collection structure that buried best sellers three clicks deep
- Mobile layout collapsed on key product templates, where most traffic landed
The work, step by step
The engagement ran as a single programme rather than a list of tickets: fix the foundation first, then layer acquisition and retention on top of a store that can actually hold the traffic.
- 01
Collection and navigation restructure
Collections were regrouped around how customers actually shop rather than how the catalogue is stored internally. Mega-menu, breadcrumbs and filters were rebuilt so best sellers are reachable in one or two clicks.
- 02
Post-launch iteration
After release the store entered a fortnightly optimisation cycle: hypothesis, test, measure, keep or roll back. The compounding wins came from this phase, not from launch day.
- 03
Paid traffic alignment
Campaign traffic was redirected from the homepage to intent-matched landing pages and feeds were cleaned so Shopping and Performance Max served accurate titles, pricing and availability.
- 04
Theme rebuild on a clean foundation
The theme was rebuilt around a lean section architecture. Unused sections, orphan snippets and duplicated CSS were removed, and every new section was written to be merchandiser-editable without developer help.
- 05
Speed and Core Web Vitals work
Hero imagery was resized and served in modern formats, third-party scripts were deferred or removed, fonts were preloaded and above-the-fold CSS was inlined. LCP and INP both moved into the green on mobile.
- 06
Product page redesign
Product templates were rewritten around the buying decision: gallery first, benefit-led copy, variant clarity, delivery expectations, returns policy and reviews all visible without hunting through tabs.
- 07
Technical audit and baseline
Before touching a single template I benchmarked the store: Core Web Vitals, crawl health, funnel drop-off by device, app-script weight and revenue per session. Everything that followed was measured against that baseline.
- 08
Internationalisation
Markets, currencies and language routing were configured properly with hreflang, so each region has an indexable storefront rather than a redirect.
- 09
Analytics and attribution rebuild
GA4, server-side events and Shopify's own reporting were reconciled so every conversion is counted once. Dashboards were built around revenue per session, not vanity traffic.
- 10
Content and merchandising
Titles, descriptions and buying guides were rewritten for both shoppers and search. Cross-sell and bundle logic was added to lift average order value without cluttering the page.
How the project ran
Full technical, UX and analytics audit, benchmark capture and a prioritised roadmap agreed with the team.
Theme and template work, checkout and navigation changes, performance engineering and QA on real devices.
Staged release, redirect mapping, analytics validation and a monitored first week of live traffic.
Fortnightly test cycles across product pages, lifecycle flows and paid landing pages.
The results
Owned revenue that compounds
Lifecycle email and SMS flows now recover carts and bring buyers back automatically, month after month.
Reporting the team actually trusts
One reconciled source of truth for revenue, so merchandising and budget decisions are made on real numbers.
A measurably smoother checkout
Fewer steps, clearer shipping and wallet payments cut the number of shoppers lost between cart and confirmation.
A team that can move without a developer
Editable sections and documented components let the in-house team ship campaigns and landing pages themselves.
“The difference was obvious within weeks. Same products, same ad budget , the store just stopped losing people.”
The takeaway
Bubbleroom did not need a bigger budget. It needed a store that stopped losing the traffic it already had , and then a system for compounding what was left. That order matters, and it is the same order I would apply to your store.