The challenge
Good products, a solid store, and too many snags.
This store had a lot of small problems that added up, and together they made buying harder than it needed to be.
Shoppers could see more than one discount offer at the same time, and a gamified discount promotion was sometimes applying a discount when it wasn't supposed to. It wasn't always clear how a code worked, whether it could be used more than once, or whether it was tied to a specific email address.
Some content showed up where it didn't belong. Merchandise pages carried claims about the water. Discontinued products were still visible. Shipping expectations and unit pricing weren't always clear on product pages.
And the FAQ mostly repeated the marketing copy. It didn't do much to answer what customers wanted to know: where the water comes from, how it's filtered, what's in it, and what happens if a case arrives damaged.
What we did
We fixed what was inside the design.
We worked across the store's content, promotions, product pages, and ratings.
Content, SEO, and AI search
- Rewrote the FAQ around the natural-language questions people ask search engines and AI assistants
- Organized it around the topics that come up most: sourcing, filtration, mineral content, recycling, shipping, and damaged deliveries
- Confirmed every product detail and claim with the brand before publishing
- Cut repetition and kept product information consistent from page to page
Conversion
- Simplified competing promotional messages and stopped an unintended automatic discount
- Made it clear how discount codes work, including one-time and email-specific codes
- Clarified shipping expectations and unit pricing on product pages
- Removed water claims from merchandise pages and cleaned up discontinued products and variant swatches
- Made the wholesale inquiry experience easier to use
Ratings and trust
- Audited the ratings app setup and recommended a plan for collecting more customer feedback over time
- Refined star ratings, layout, submission controls, and how products without ratings are presented
- Explored ways to bring in testimonials from wholesale customers
Technical cleanup
- Troubleshot store locator issues, including inconsistent map zoom and missing location pins
- Resolved display inconsistencies across the homepage, product pages, merchandise, and catalog
- Checked desktop and mobile behavior throughout
The results
Early results, and they're good.
We compared the first 13 days after launch with the 26 days before it. Because the two periods are different lengths, we compared sales as daily averages.
Conversion rate was up 164%. More of the people who visited the store bought something.
And average daily sales rose even more.
Daily sales up 167%.
First 13 days after launch compared with the 26 days before. Sales use daily averages.
About these numbers
This is a blind case study, so we're keeping the brand name and actual sales figures private. Results compare October 27 to November 8, 2026 with October 1 to 26, 2026.
That's a short window, and we're keeping an eye on it. These are results we observed after launch, and we can't credit them to any single change. Shifts in traffic or buying behavior can move these numbers too.
They're also sales results. On their own, they don't show changes in search rankings or AI search visibility.
What it means
Growth was already in the store.
Some of the fastest gains come from fixing what shoppers run into on the way to checkout: offers that compete, content in the wrong place, and answers customers can't find.
This brand kept its design. We made the store clearer, more consistent, and easier to buy from, and wrote content that answers real questions for shoppers, search engines, and AI assistants alike.
Two weeks after launch, average daily sales were 167% higher.
We'll keep watching how it holds up.