After migrating from Magento 2 to Shopify Plus, designer womenswear brand Cefinn has seen significant year-on-year improvements to key ecommerce metrics:
- +85% transactions
- +72% revenue growth
- +12% conversion rate
Want to know how we helped achieve these results? In this migration case study, we’ll explore the challenges the Cefinn team were facing whilst using Magento 2, along with the design, UX and tech stack of their swanky new Shopify Plus site.
Founded by Samantha Cameron in 2017, London-based clothing brand Cefinn provides “chic, grown-up fashion for the multitasking urban woman”. With go-to wardrobe staples that take you seamlessly from day to night, this contemporary womenswear label offers smart, versatile fashion that you don’t have to overthink.
Cefinn’s collections are available to purchase through the brand’s direct-to-consumer ecommerce site, as well as in their King’s Road pop up store in London. The brand also has partnerships with established global retailers such as Net-a-porter and Harvey Nichols.
Feeling thwarted by the inflexibility of Magento 2, and tired of battling with unforeseen development costs, the Cefinn team began exploring alternative ecommerce platforms.
They were soon impressed by the flexibility and intuitiveness of Shopify Plus – a solution which Swanky’s consultants later substantiated as the best-fit for Cefinn, given the brand’s technical requirements and long-term commercial goals.
How Swanky helped – a chic new home on Shopify Plus
Swanky migrated Cefinn’s online store from Magento 2 to Shopify Plus, creating a beautifully simple site with a unique editorial style tailored perfectly to the modern woman.
The brand required a multi-store setup to cater for their international sales. We therefore created a storefront for the UK, one for the US and another for the EU.
Having separate stores like this makes it easier to optimise your site for each specific audience. For instance, you can display each store in the target market’s native language, and display product prices in the native currency.
Discussing his approach to the site’s understated aesthetics, Matt Giles, Swanky’s Creative Director, said:
“Cefinn’s site is smart, modern and feminine, perfectly reflecting the brand’s chic, tailored collections. It’s beautifully laid out, with clean lines, whitespace and fantastic imagery working together to deliver a stylish, refreshing experience.
The editorial-style homepage creates a familiar experience for the cultured ladies fashion consumer, whilst the typography used throughout represents a balanced, elegant and finessed approach to work and evening wear.”
A section of Cefinn’s editorial style homepage.
It’s not all about looks though; the Cefinn store represents a combination of form and function, with user-friendliness prioritised throughout the design and build. Through carefully considered design, layout and functionality, we produced a streamlined route-to-purchase that satisfies the modern, time-poor consumer’s need for speed and convenience.
“We wanted to create an effortless online experience, with a clear, clean and precise presentation for the woman who knows what she needs and needs to get there quickly,” describes Matt.
“Take the collection pages, for instance. Sizes in stock are displayed on mouseover of each product image – quickly providing key information to the modern, multitasking consumer.”
Hovering your mouse over a product on a collection page displays available sizes in an instant.
What’s more, a visual mega menu facilitates easy navigation through Cefinn’s various collections, whilst a slide-in filtering menu is perfect for narrowing down products according to users’ specific needs.
Extensive filtering options on the Cefinn site. Users can even filter by care instructions, neckline and sleeve type – perfect for consumers who are confident in their preferences and know exactly what they want.
A future-proofed ecommerce tech stack
As well as migrating their online store to a new home on Shopify Plus, we were able to confidently consult on a future-proofed tech stack that would integrate perfectly with Cefinn’s new site and allow for accelerated D2C growth.
Marketing and email automation with Klaviyo
We recommended and implemented the popular customer engagement solution Klaviyo on their ecommerce store. Used by over 32,000 businesses across the world, it enables brands to build high-quality customer relationships across all of their owned marketing channels, accelerating growth and driving revenue.
Smart on-site search with Searchanise
When you consider that ecommerce search users can be up to five times more likely to convert, it’s no surprise that increasing numbers of brands are investing in third-party site search solutions to capitalise on this strong buying intent and provide a much more intuitive search experience than that offered natively by Shopify.
For Cefinn, we recommended and implemented Searchanise, one of our go-to site search saviours! We often turn to this solution thanks to its long list of advanced features and economical price tag. With highlights such as typo tolerance, personalised search suggestions and custom merchandising rules, Searchanise delivers a smooth search experience that helps transform browsers into buyers.
When customers begin searching, an instant, mobile-responsive widget displays relevant suggested products, categories and pages as they type, even after just one character.
Searchanise’s instant widget displays search suggestions that include products, categories and content pages.
The Searchanise results page, which fits seamlessly with the overall design, then offers easy navigation through products, categories and pages with various filters and sorting criteria.
Users can filter search results by price, product type, colour and size.
To find out more about Searchanise’s features, plans and pricing, check out our guide to third party site search solutions.
Engaging marketing touchpoints with JustUno
Justuno engages and converts visitors using advanced, AI-powered pop-ups and on-site messaging.
As a simple and effective way to build their email list, Cefinn presents new visitors with an email capture pop-up that offers a 10% discount gift in exchange for subscribing to receive marketing communications. Thanks to Justuno’s design canvas, the pop-up has been designed to match the rest of the store, integrating seamlessly with the simple, elegant look and feel.
Cefinn’s email capture pop-up.
When you compare the three months after their new Shopify Plus store launched (November 2019 – January 2020) with the same period the year before:
- Conversion rate increased by nearly 12%.
- There was an 85% increase in the number of transactions.
- Revenue increased by 72%.
These improvements are testament to Shopify Plus’ innate capacity to accelerate growth, as well as Swanky’s ability to design beautiful websites that convert.
Migrate from Magento to Shopify Plus
Thinking about making the move from Magento to Shopify Plus? Want to enjoy results like Cefinn’s for your own brand?
Feast your eyes on our must-have migration bundle, complete with downloadable ebook, on-demand webinar and lots of real-life success stories.
Find out what replatforming could do for your business, check what the migration process entails, and get our top tips on how to ensure a smooth and stress-free transition.
As certified Shopify Plus Experts, we have years of migration experience under our belts! Why not contact our team for a friendly chat about all things replatforming.