Bringing modest fashion to the masses with a complementary ecommerce outfit


Ecommerce | SEO | Email marketing


The challenge

Modest Islamic fashion retailer AbayaButh came to us with a vibrant and elegant collection of modest clothing options for its customers, but with an outmoded custom-built website that was failing to do this product range justice.

Having already been AbayaButh’s SEO partner for a period of time, we were fully acquainted with the business’s objectives and customer base. With a broad range of quality products and a best-practice SEO strategy already in place, we were confident the site’s substandard conversion rate and prevalent information architecture issues were preventing the business from reaching its next level of growth.

Shopify presented the ideal platform for the next phase of AbayaButh’s commercial growth, thanks to its optimised checkout process, its simplified information architecture and, crucially, its effortless integration with Klarna.


The process

Using a theme selected by the client and customising this to satisfy the client’s needs, we built the new Shopify ecommerce platform - introducing new functionality to aid users’ browsing experiences (including a wishlist and loyalty programme, as well as product sizing guides accessible via all product pages).

We also took responsibility for the migration of the site’s many valuable assets. The primary focus of the migration was to ensure a comprehensive redirect plan was created and implemented to protect all equity held by the existing website (including link equity and organic keyword rankings). In addition to this SEO migration work, we also assumed responsibility for the migration of all of the business’s products, pages and blogs (including all optimised metadata and user-friendly on-page copy).

To provide maximum ease for AbayaButh’s customers, we implemented variable products on the new website, streamlining the user journey and enhancing the site’s conversion potential.

With one eye on the business’s branding throughout, we ensured that the new website’s updated design remained in line with AbayaButh’s established brand identity while delivering a refreshed online presence.

Lifestyle imagery formed the heart of our design strategy for AbayaButh, with category and product pages designed and built to showcase beautiful, high-resolution product photography to engage users and emphasise the brand’s product centricity.

The implementation of Klarna was also vital to this migration project given the natural fit this payment solution presents for online fashion retailers like AbayaButh.

Finally, in the months following launch, we made the decision to migrate AbayaButh’s email marketing from Mailchimp to Klaviyo in a bid to boost revenue through the use of automated email marketing flows. Following an efficient transition to this powerful new email marketing platform, AbayaButh enjoys a steady stream of passive revenue each month - thanks to smart workflows targeting the right customers with the right messaging at the right time.


The result

In the month following the launch of the new website, AbayaButh experienced traffic and revenue increases of 114%and 490% respectively compared with the previous year - with the successful migration immediately demonstrating a positive impact on website sales.

Less than 12 months after the launch of the new AbayaButh website, the business enjoyed a 714% increase in year-on-year revenue, owed in part to a 160% uplift in traffic combined with a 205% improvement to the site’s overall conversion rate.

This remarkable revenue growth can be seen across all primary traffic channels - a testament to the new website’s superior ability to engage users, wherever they come from, and convert them into loyal customers of the AbayaButh brand.

Since being armed with the first-class ecommerce platform its product range deserves, AbayaButh has experienced dramatic and sustainable business growth - with Shopify providing the missing piece of this commercial puzzle.


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