We approached this project from a technical benchmark perspective to reveal low hanging fruit opportunities. This uncovered a variety of speed & performance issues that were being caused by a heavy Shopify theme. We installed a new theme on their current live environment, a gem of a feature for Shopify allowing sites to preview what a new theme could look like whilst utilising live product data. The Hairburst team was immediately sold and the new theme was developed using their Shopify partner. We loved their work so much, this development team is now our partner here at Naughton & Bird!
In phase 2 we presented recommendations for image optimisation and re-merchandising of key product pages to increase the continuity of their brand. These were adopted by the team and we're thrilled to see their latest photography shoot that really nailed it.
The techy bits
One issue which presented itself during the discovery phase was the proposition of international sites. The subdomain for the US site was ranking on Google.co.uk, higher than the UK specified site. Working closely with the Hairburst team to identify, action, and monitor the changes, implementing the correct hreflang tags for international sites, Hairburst.com now has no cannibalisation issues between its sites.
Once again we were able to deliver an increase in conversion rate without huge chunky development costs involved. Happy days for healthier hair!