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.

Post-migration SEO performance

Woolery's Shopify Plus migration launched in the first week of September 2025. Tracking Google Search Console data for woolery.com from before and after that date shows a genuine, measurable shift in average search ranking position — with an honest pattern worth explaining rather than oversimplifying.

In the pre-launch period, Woolery's average position across all ranked keywords sat around 12 — a mid-page-two ranking on Google. Within weeks of the September 2025 migration, that improved sharply to around 6, moving a meaningful share of the site's search visibility onto page one.

That initial improvement partially faded over the following months, settling back to an average position of around 10 by early spring 2026 — still a modest improvement on the original baseline, but not the full initial gain. Encouragingly, the most recent weeks of data show renewed improvement, with average position back down to around 7.

Click-through rate moved in the same direction throughout this period, which matters: a genuine ranking improvement should show higher CTR as pages move up the results page, while artificially inflated impressions (for example, from indexing more low-value pages) typically do not. Woolery's CTR trend tracked position closely across the same timeframe, supporting a real underlying improvement in search visibility rather than a data artifact.

Figures are approximate, drawn from Google Search Console performance data for woolery.com. Average position and CTR are shown as directional trends rather than exact point-in-time exports.

The Results: BigCommerce to Shopify Plus

Woolery went live on Shopify Plus on 9 September 2025 — less than two months before Black Friday. A replatform that close to peak season is a real risk for any retailer. Instead of a dip, Woolery’s first holiday season on Shopify Plus out-performed the year before on BigCommerce, and its organic search rankings moved decisively onto page one.

+9%
Holiday-season gross sales (Oct–Dec)
+12%
October gross sales, first full month live
37%
Better average Google position
+11%
Higher search click-through rate

A stronger first peak season

Every month of Woolery’s first holiday season on Shopify Plus beat the same month a year earlier, with December the strongest sales month Woolery has seen in the last three years. The new platform handled Black Friday and Christmas demand...

Search rankings moved onto page one

In the three months before launch, Woolery’s pages averaged position 13.3 in Google — the middle of page two. Clean redirect mapping, rebuilt metafields and rewritten SEO titles and descriptions moved that average onto page one within weeks of launch,...

Sources: Shopify Analytics for woolery.com, Oct–Dec 2024 vs Oct–Dec 2025; Google Search Console (web search), 7 Jun 2025–7 Oct 2026, 90 days pre-launch (7 Jun–8 Sep 2025) vs latest 90 days (9 Jul–7 Oct 2026).

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.

Woolery client testimonial showcasing TheGenieLab’s Shopify Plus expertise, including custom integration, UI/UX improvements, and conversion-focused store optimization.

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.

Woolery