The problem
A $300K online channel attached to a well-known regional retail brand. Strong offline reputation, negligible digital revenue, and a Magento 2 site that made every proposed improvement expensive enough to postpone. Email existed as a monthly newsletter. Nobody could say which products actually sold online.
What I did
- 01Migrated to Shopify Plus.Catalog, URL structure, and search equity moved intentionally rather than dumped. The platform decision was really a velocity decision: cheap changes mean more changes.
- 02Rebuilt collection structure and PDP content.Clearer collection logic, and product detail that answered the questions the store’s own staff got asked at the counter every day.
- 03Built the lifecycle program from scratch.Klaviyo welcome, post-purchase, and win-back flows, then a real promotional calendar with sequencing instead of ad-hoc sends.
- 04Raised AOV deliberately.Cross-sell placement, bundles, and threshold-based messaging - the tactics people skip because they aren’t exciting. Worth 16%.
- 05Scaled a $720K annual media budget.Grew acquisition spend while improving CAC and ROAS, with organic and lifecycle carrying more of the load as they matured.
What happened
Tracked yearly revenue went from $300K to $2.2M in two years. Sitewide conversion rate moved from 1.9% to 2.6% - a sitewide figure, not a single optimized landing page. Organic traffic tripled and Klaviyo went from roughly $25K to over $300K in attributed revenue.
What I’d tell you in the interview
The replatform gets the headline, but the retention program is what made the number durable. If I had to redo it, I’d build the flows before the migration, not after.