Sabah

The previous agency had designed an exceptional store to showcase to clients. However, developing something headless in the early days of Shopify proved to be quite the challenge.

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After deeply coordinating on the designs, user flows, and the technical means to create such a site, we proposed several creative strategies for execution. This involved a React frontend + Laravel backend, alongside an extensive array of connections to Shopify Plus and its API set to rebuild everything with the previous agency in charge.

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However, things did not go according to plan, causing a great deal of headaches for Sabah. As a result, a handoff process was initiated from the previous agency, and we got to work. This involved a series of rundowns on the architecture to solve a series of significant problems:

1. Two stores that were not communicating with socials or apps.
   
   Since Sabah operates under a custom CMS and in an unorthodox manner, no public apps or social channels could be easily integrated via the Shopify App Store. Any new app solution by the Sabah team would require technical backend support to link those new apps to the Shopify backend and have our Sabah web app (aka the headless environment) work efficiently in tandem.

2. No data collection was being tracked.
   
   Headless stores all share the same issue - they need their Google, Meta, Klaviyo, and data tracking tools and events of any kind to be custom set for all instances, triggers, etc. If you're considering headless as a business model, this is something to note. However, it can be resolved with some significant work on the development side.
   
   Sabah's in store conversion rate was a whopping 67% - as a result the marketing team was operating completely blindly on the new site's performance.

3. Inflexible CMS
   
   An insanely fast and elegant site that is 100% custom comes at a cost. Although the initial designs were incredible and the site performed well, further optimizations to boost sales are always part of the business plan. This meant customizing the CMS and integrating custom apps and custom solutions to improve Average Order Value (AOV), Conversion Rate Optimization (CRO), and Lifetime Value (LTV).

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Results

Over the next year, we established the necessary connections to allow Klaviyo, Meta, and Google Analytics to communicate and accurately collect their data points, providing the marketing team with the means to determine campaign and website performance.

Revisiting the old data sets leading into the new site, we observed a 100% increase in sales in the first year. Additionally, through the team's on-site optimizations, we saw a 61% increase in conversions, particularly with the creation of their back-in-stock functionality throughout the product pages.