Bubbleroom: from slow and leaky to fast, findable and profitable
A fashion & footwear brand in Norway. Full-stack Shopify engagement covering post-launch iteration, collection and navigation restructure, klaviyo lifecycle flows and ongoing optimisation.
How it started
When the Bubbleroom team first shared their analytics, the pattern was familiar: healthy traffic, respectable product interest, and a checkout that let too many of those shoppers slip away. In fashion & footwear, that gap is expensive.
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 Norway at www.bubbleroom.no. The brand has been selling since 2017 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 | 1.40% | 2.61% | +87% |
| Mobile LCP | 3.9s | 1.7s | -56% |
| Average order value | £50 | £55 | +10% |
| Cart abandonment | 80% | 58% | -22 pts |
| Organic sessions / mo | 17,500 | 47,500 | +171% |
| Blended ROAS | 1.1x | 2.0x | +71% |
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.
- No structured data, so rich results and AI answers never surfaced the catalogue
- Collection structure that buried best sellers three clicks deep
- Analytics half-configured , revenue attribution could not be trusted
- Mobile layout collapsed on key product templates, where most traffic landed
- Paid traffic pointed at the homepage instead of intent-matched landing pages
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
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.
- 02
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.
- 03
Klaviyo lifecycle flows
Welcome, browse-abandon, cart-abandon, post-purchase and win-back flows were built and segmented, with timing and messaging tuned to the brand's actual purchase cycle rather than a template default.
- 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
Search and filtering
On-site search was tuned with synonyms, typo tolerance and merchandising rules, and faceted filters were added to the largest collections so deep catalogues stay browsable.
- 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
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.
- 08
Technical SEO and structured data
Canonicals, sitemaps, internal linking and metadata were corrected across templates, and Product, Breadcrumb, FAQ and Organization schema were added so search engines and AI assistants can read the catalogue accurately.
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
Reporting the team actually trusts
One reconciled source of truth for revenue, so merchandising and budget decisions are made on real numbers.
Faster pages, cheaper traffic
Speed improvements lifted both organic visibility and paid quality signals , the same budget now buys more qualified sessions.
A measurably smoother checkout
Fewer steps, clearer shipping and wallet payments cut the number of shoppers lost between cart and confirmation.
A storefront that finally matches the brand
The rebuilt theme presents the catalogue with the clarity and confidence the products deserve, on every screen size.
“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.