Scaling fashion & home: the Nehir Shopify story
A fashion & home brand in TR. Full-stack Shopify engagement covering app stack rationalisation, technical seo and structured data, content and merchandising and ongoing optimisation.
How it started
When the Nehir 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 & home, 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 Nehir
Nehir is a fashion & home retailer trading from TR at nehir.com.tr. 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 | 1.56% | 2.98% | +91% |
| Mobile LCP | 3.5s | 1.7s | -51% |
| Average order value | £70 | £85 | +21% |
| Cart abandonment | 70% | 57% | -13 pts |
| Organic sessions / mo | 15,000 | 28,500 | +90% |
| Blended ROAS | 1.2x | 2.4x | +101% |
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.
- Inventory and variant data inconsistent between the ERP and Shopify
- Internationalisation handled by redirects, hurting both UX and indexation
- Duplicate and thin pages competing with each other in organic search
- Abandoned cart flows either missing or firing at the wrong moment
- Product pages with thin content, weak imagery and no trust signals
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
App stack rationalisation
Overlapping apps were removed and their functionality moved into native theme code where it made sense , lighter pages, lower monthly spend and fewer conflicts after Shopify updates.
- 02
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.
- 03
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.
- 04
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.
- 05
Accessibility and QA pass
Contrast, focus states, keyboard navigation and screen-reader labelling were corrected across templates, then the full purchase path was tested on real devices before release.
- 06
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.
- 07
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.
- 08
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.
- 09
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.
- 10
Checkout and payments optimisation
Shipping rules were simplified and surfaced earlier, express wallets were enabled, and the checkout was stripped of every field that was not strictly required. Fewer surprises, fewer drop-offs.
- 11
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.
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
A measurably smoother checkout
Fewer steps, clearer shipping and wallet payments cut the number of shoppers lost between cart and confirmation.
Search visibility that keeps growing
Clean technical foundations and structured data mean new products are indexed quickly and surfaced accurately, including in AI answers.
Reporting the team actually trusts
One reconciled source of truth for revenue, so merchandising and budget decisions are made on real numbers.
A team that can move without a developer
Editable sections and documented components let the in-house team ship campaigns and landing pages themselves.
“Our team can finally build pages without raising a ticket. That has changed how fast we can run campaigns.”
The takeaway
Nehir 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.