US-Based Mabruuk Fashion Shifts to Shopify for Improved Conversions and Scalability
50%
Increase in Traffic
60%
Increase Conversion
Analytics
MabruukFashion, a growing eCommerce brand offering curated fashion, perfumes, and apparel, approached us at a stage where their online presence needed a deeper lift. The store, built on Shopify, had steady traffic but lacked the consistency and quality to convert visitors into paying customers. As a business dealing with fast-moving lifestyle products, the team knew they needed more than seasonal marketing pushes. They needed a long-term digital foundation.
The objective was simple on paper but layered in execution: drive qualified traffic, improve placement for niche keywords, improve conversions, and optimize product pages for sales. With a 6–12-month roadmap, our focus was on strengthening both acquisition and retention through Shopify optimization, SEO, and content marketing.
Our team stepped in to streamline the Shopify experience, build an SEO framework that supports long-term growth, and improve paid campaigns. The result was a strategy that improved visibility while reducing reliance on daily ads, enabling the brand to focus on scalability rather than daily operations.
Challenges & Problem Statements
1.
Low Niche Keyword Volumes
The business operated in a niche with limited keyword search demand, which constrained organic traffic growth. Even top-ranking positions delivered modest sessions, making scalable visibility and consistent lead generation difficult without expanding coverage of keyword intent.
2.
Strong & Established Competitors
High-authority competitors with stronger backlink profiles, aged domains, and extensive content dominate SERPs. Breaking into top positions required outperforming brands with significantly higher trust, historical SEO equity, and marketing budgets.
3.
Shopify Technical SEO Limitations
Shopify’s rigid architecture caused duplicate URLs, crawl inefficiencies, and limited control over technical optimizations. Addressing indexing, canonicalization, and structured data issues required workarounds within platform constraints.
4.
Slow Page Speed & Mobile Performance
Heavy themes, poorly optimized scripts, and significant assets resulted in poor Core Web Vitals. Slow load times and mobile performance issues negatively impacted rankings, bounce rates, and overall user experience.
5.
Weak Product Page Optimization
Product pages lacked depth in keywords, structured content, internal linking, and conversion-focused elements. Thin descriptions limited ranking potential while missing trust signals reduced engagement and purchase confidence.
6.
Inaccurate Tracking & Attribution
Fragmented analytics and misconfigured tracking made it difficult to accurately measure organic performance, user journeys, and revenue attribution across channels, limiting data-driven optimization and ROI assessment.
7.
High Dependency on Paid Ads
Heavy reliance on paid advertising exposed the business to rising CPCs and declining margins. Organic underperformance increased customer acquisition costs and reduced long-term scalability and profitability.
8.
Low Brand Authority & Trust Signals
Limited brand recognition, minimal backlinks, and weak trust indicators reduced click-through rates and credibility. Competing against well-known brands required building authority, social proof, and consistent brand signals.
Solution Implementation
1.
Improved Keyword Research & Targeting
Focused on long-tail, high-intent keywords with more substantial conversion potential while expanding content across informational, comparison, and commercial intents. This approach increased qualified traffic and unlocked incremental growth beyond core low-volume terms.
2.
Defined Backlinking
Built niche-relevant backlinks and strengthened topical authority through supporting content clusters. By aligning content depth with search intent and earning contextual links, the site gradually closed the authority gap with dominant competitors.
3.
Improved Technical Aspects of Shopify
Resolved duplicate and indexing issues using canonical tags, optimized XML sitemaps, and refined robots.txt rules. SEO-friendly theme enhancements and structured data improvements maximized search visibility within Shopify’s platform constraints.
4.
Improved Page Speed & Mobile Experience
Solution: Optimized images, reduced unnecessary scripts, and improved mobile responsiveness to enhance Core Web Vitals. Faster load times improved crawl efficiency, user experience, and engagement across both mobile and desktop devices.
5.
Optimized Product Page
Solution: Rebuilt product pages with in-depth descriptions, optimized headers, internal linking, FAQs, and structured content. This improved keyword relevance, user engagement, and conversion rates while supporting more substantial rankings for commercial queries.
6.
Improved Analytics & Closed Attribution Gaps
Solution: Implemented GA4 with Google Tag Manager, standardized UTM tracking, and defined conversion goals. This provided accurate visibility into user behavior, channel performance, and revenue attribution for data-driven optimization.
7.
Shifted Acquisition Strategy for Ads
Shifted acquisition strategy toward organic SEO growth by building sustainable traffic sources. Improved rankings reduced reliance on paid campaigns, lowered cost per acquisition, and delivered more predictable long-term ROI.
8.
Improved Brand Presence & Trust Signals
Strengthened brand credibility through high-quality backlinks, authoritative content marketing, and consistent business listings. Enhanced trust signals improved click-through rates, search visibility, and perceived authority within a competitive niche.
Key Results
1.
Organic Traffic Growth
Achieved consistent month-over-month organic traffic growth of +50% by targeting high-intent keywords, expanding topical coverage, and resolving technical SEO issues. Improved visibility across transactional and informational queries drove sustained, scalable traffic growth without reliance on paid acquisition.
2.
Keyword Rankings
Successfully improved keyword visibility across competitive SERPs, with X keywords ranking in the Top 3 and Y keywords ranking in the Top 10 positions. These gains increased organic click-through rates and strengthened search presence for high-value commercial terms.
3.
Conversion Performance
Product sales and appraisal requests increased through enhanced product page optimization, improved content structure, and stronger trust signals. Better alignment with search intent and clearer conversion paths resulted in higher engagement, lower bounce rates, and improved conversion efficiency.
4.
Paid Advertising Efficiency
Organic growth reduced reliance on paid campaigns, improving ROAS and lowering CPA across Google Ads. Better landing page performance and stronger brand visibility increased Quality Scores, allowing paid media efforts to scale more efficiently and profitably.
5.
Overall Business Impact
The website achieved faster load times, improved Core Web Vitals, and higher engagement metrics. Combined SEO and performance improvements strengthened brand authority, increased organic revenue contribution, and created a more balanced, sustainable acquisition strategy with reduced paid media reliance.
Conclusion
MabruukFashion’s growth came from clarity, not shortcuts. By tightening analytics, refining content, and building authority the right way, the brand moved from fragmented traffic to a predictable, scalable pipeline.
Words From our Clients
Oren Zalcman New York City, New York
Their service was excellent. The client was pleased with the outcome of the collaboration. Uncanny Consulting Services LLP ensured a seamless customer experience through timely execution and effective communication. They were also responsive to the client's needs, and the quality of their outputs was commendable.
Patrick Harmon Pennsylvania, United States
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From functional consulting to implementation, the team is highly experienced. Uncanny Consulting Services LLP successfully completed the module configuration and ERP implementation and taught the client how to use it according to their business workflow. The team pointed out necessary software upgrades, communicated precisely through Slack, and followed the best practices.
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