Marianne: Shopify Case Study

Rapid Growth Marianne Jewellery Achieves 1042.86% ROI with 8.75% Investment

4 min readOct 25, 2024

The Marianne Jewellery project aimed to create a visually appealing and user-friendly e-commerce platform for women’s accessories that maximizes sales through optimized conversion strategies and integrated digital marketing. From seamless navigation to personalized touches, the platform combines sophisticated design with functionality. Key features like Shopify POS integration, customized Liquid code layouts, customer reviews via the Judge.me app, product bundles, flexible payment options (Klarna and Afterpay), and Klaviyo-powered email marketing elevate the shopping experience, fostering brand loyalty and customer retention.

Role & Responsibilities (Working Progress)

In this project, my role spanned the full development lifecycle, from ideation to launch. Here’s a breakdown of my responsibilities:

Planning and Analysis

Market Research: I began by thoroughly understanding the target audience, analyzing market trends, and examining competitors to ensure the design meets both aesthetic and functional needs.
Business Objectives: Defined specific goals and key performance indicators (KPIs) to guide development and measure success.
Feature List: Created a comprehensive list of desired features, covering everything from the homepage layout to checkout flow.

UI/UX Design

CRO Mood Board: Developed a mood board to solidify the visual style, including colors, typography, and key design elements to resonate with the target audience.
Mockups: Translated the mood board into detailed mockups, providing design variants to refine the final layout.

Development

Shopify Setup: Registered and configured the Shopify store, setting a foundation for smooth backend and frontend integration.
Theme Customization: Selected and customized a theme aligned with Marianne Jewellery’s brand image and audience expectations.
App Integration: Integrated essential Shopify apps for enhanced functionality, including payment flexibility and user-generated content features.
Frontend Development: Implemented custom HTML, CSS, and JavaScript for a polished look and seamless interactivity.
Liquid Customization: Used Shopify’s Liquid templating language to customize backend functionality, crafting unique layouts aligned with the client’s vision.
SEO Optimization: Configured Shopify’s SEO tools to boost visibility and improve search engine rankings.

Testing & Launch

Conducted Functional, UI/UX, and Performance Testing to ensure that the website worked flawlessly, loading efficiently across all devices and browsers.
Content Upload and Final Launch: Populated the site with high-quality product descriptions, images, and SEO-optimized content before going live.

Challenges & Solutions

Custom Layouts with Liquid Code
Creating custom layouts with Liquid presented a unique challenge, especially in reflecting Marianne Jewellery’s distinct brand personality. Custom Liquid code was used to design a layout that enhanced both aesthetics and usability, ensuring the site’s elegance translated smoothly across devices.
User-Generated Content with Judge.me
Implementing the Judge.me app to showcase genuine customer reviews was essential for building trust and authenticity. This feature helps potential buyers make informed decisions, contributing to higher conversion rates.
Product Bundling for Cross-Selling
To encourage cross-selling, I implemented a custom bundling feature that enables customers to purchase multiple items at discounted rates. This approach not only aligns with Marianne Jewellery’s style but also increases average order value and makes gift shopping convenient.
Flexible Payment Integration (Klarna and Afterpay)
Integrating Klarna and Afterpay required careful attention to compatibility and messaging consistency within Shopify’s checkout flow. These options give customers financial flexibility, allowing them to make high-value purchases with greater ease.
Email Marketing with Klaviyo
Setting up Klaviyo workflows involved developing personalized email sequences, including welcome messages, cart reminders, and tailored product recommendations. This approach ensured that customers received relevant content, creating a balance between promotional outreach and meaningful engagement.

Conversion Rate Optimization (CRO) Strategy

In design, CRO (Conversion Rate Optimization) aims to maximize user actions such as purchases on a website or app by harmonizing Desirability, Viability, and Feasibility. Desirability focuses on emotional engagement, achieved through tactics like A/B testing of visuals and integration of social proof like reviews. Viability ensures that design changes align with business goals and are profitable, often measured through analytics and ROI evaluations. Feasibility addresses the technical aspects, ensuring that design changes are implementable and don’t negatively impact site performance, often achieved through code optimizations and responsive design. Together, these three pillars form a holistic approach to CRO.

Conclusion

The Marianne Jewellery project successfully transformed an e-commerce vision into a high-performance, aesthetically compelling platform. By blending sophisticated CRO tactics with a strong brand image, Shopify POS integration, custom layouts, Judge.me reviews, product bundling, Klarna and Afterpay payment options, and Klaviyo’s email marketing tools, the site offers a shopping experience that is both engaging and memorable. This project underscores the power of a well-planned, fully customized Shopify store in achieving business growth and customer loyalty through thoughtful design and functionality.