Introduction

Woolery, a long-standing leader in the fiber arts and craft industry, partnered with TheGenieLab to migrate their existing eCommerce presence onto Shopify Plus. The migration project aimed to modernize their Shopify Store, improve UI/UX for customers, and enhance conversion rates through ongoing CRO initiatives and Shopify Custom Integration. Over several years, TheGenieLab has provided expertise as a Shopify Plus Agency, ensuring Woolery’s online store remains professional, scalable, and optimized for business growth.

Challenges

Woolery faced challenges common to scaling eCommerce brands:

Outdated platform architecture limiting growth.
Difficulty managing product variants and collections.
Suboptimal user experience and navigation flows.
Lack of optimized SEO titles, metafields, and structured product data.
Limited conversion optimization testing and A/B experimentation.

TheGenieLab’s Migration Approach

TheGenieLab executed a structured migration plan leveraging Shopify Plus’s enterprise capabilities. Tasks included theme installation, custom header/footer builds, collection filters, mega menus, brand pages, CMS page migrations, and policy page development. Redirects were carefully managed to preserve SEO authority, and extensive testing was done across devices for consistency.

Improvements

UI/UX & CRO Improvements

Beyond migration, TheGenieLab invested in user experience improvements. Homepage redesigns, optimized collection pages, product detail refinements, and checkout flow updates were prioritized. CRO was implemented through A/B testing button placements, call-to-action colors, and hero image layouts. Integration of Klaviyo for newsletter signups and Yotpo for reviews further improved customer engagement. Upsell and cross-sell widgets powered by Fast Simon enhanced basket value and streamlined navigation.

Shopify Custom Integration

To enable scalable operations, TheGenieLab delivered multiple custom integrations:

Fast Simon for search, collection filtering, and upsell recommendations.
Klaviyo integration for customer retention campaigns.
Yotpo widgets for social proof and reviews.
Automated and manual product collection syncing across categories.
Discount code, gift card, and promotion syncing for marketing campaigns.

SEO & Content Migration

The migration included exporting CMS pages, blogs, discounts, and promotions from legacy platforms. SEO was prioritized through custom metafield implementation, syncing category descriptions, and writing optimized SEO titles and descriptions. Redirects were carefully mapped to maintain ranking positions and organic visibility. This resulted in measurable improvements in impressions and traffic after the relaunch.

Results & Business Impact

Woolery’s Shopify Plus store now operates on a modern, conversion-focused foundation. With improved navigation, product discoverability, and enhanced mobile performance, the store has achieved measurable uplifts in conversion rates and revenue growth. CRO testing continues to refine the user experience, ensuring Woolery stays competitive in the fiber arts market.

Significant improvements in user navigation and product discovery.
Improved SEO visibility and organic traffic post-migration.
Enhanced customer retention via integrated Klaviyo campaigns.
Higher average order values driven by upsell and cross-sell widgets.

Conclusion

The partnership between Woolery and TheGenieLab demonstrates the value of working with an experienced Shopify Plus Agency. From migration to continuous optimization, the project highlights how Shopify Custom Integration, UI/UX improvements, and conversion-focused strategies can transform a Shopify Store into a modern, high-performing eCommerce presence.