Rebuilding Try Rovina for a 3.75% conversion rate
A travel & tours brand in RO. Full-stack Shopify engagement covering theme rebuild on a clean foundation, post-launch iteration, accessibility and qa pass and ongoing optimisation.
How it started
The brief from Try Rovina was refreshingly blunt: "the store looks fine, it just doesn't sell like it should." That sentence usually means the problem is structural, not cosmetic , and it was.
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 Try Rovina
Try Rovina is a travel & tours retailer trading from RO at tryrovina.com. The brand has been selling since 2014 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 | 1.37% | 3.75% | +174% |
| Mobile LCP | 3.6s | 1.8s | -50% |
| Average order value | £140 | £160 | +14% |
| Cart abandonment | 78% | 61% | -17 pts |
| Organic sessions / mo | 24,500 | 35,000 | +43% |
| Blended ROAS | 1.8x | 3.8x | +108% |
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.
- Collection structure that buried best sellers three clicks deep
- No structured data, so rich results and AI answers never surfaced the catalogue
- Paid traffic pointed at the homepage instead of intent-matched landing pages
- Analytics half-configured , revenue attribution could not be trusted
- Checkout friction: too many steps, surprise shipping costs, limited payment options
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
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.
- 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
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.
- 04
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.
- 05
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.
- 06
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.
- 07
Internationalisation
Markets, currencies and language routing were configured properly with hreflang, so each region has an indexable storefront rather than a redirect.
- 08
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.
- 09
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.
- 10
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.
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
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 team that can move without a developer
Editable sections and documented components let the in-house team ship campaigns and landing pages themselves.
Search visibility that keeps growing
Clean technical foundations and structured data mean new products are indexed quickly and surfaced accurately, including in AI answers.
“Our team can finally build pages without raising a ticket. That has changed how fast we can run campaigns.”
The takeaway
Try Rovina 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.