Printave Shopify Relaunch
Printave turns a customer’s favorite photo into an engraved necklace, so every order is one of a kind.
When I met the founder, almost every order went from a Facebook ad into Messenger, where she sorted orders by hand. The Shopify store existed, but it was hard to order from, so customers skipped it. I rebuilt the store so people could personalize and pay on the site, and the team could stop running sales through chat.
Problem
Printave had been selling online for about three years and had a loyal following, with 53.6K likes on Facebook and 36.6K followers on Instagram. After 2020, sales started to drop.
The funnel was Facebook ads, then Messenger, then fulfillment. Every custom order meant a chat thread full of photos, names, and engraving details that someone had to sort by hand. The founder was also running the ads and social media herself, and she told me she felt overwhelmed and unsure where to take the marketing next.
When I audited the store, three things stood out. It didn’t look or feel like a jewelry brand, the branding changed from section to section, and a stack of pop-ups made the pages slow to load.
Solution
I worked alongside a small group of digital marketers on a full campaign: the store revamp, social media cleanup, list building, and the email marketing setup. My part was the store. I rebuilt it so a customer could pick a pendant, upload a photo, add their text, preview it, and check out on the site, with the order details landing in Shopify instead of a chat window.
On the brand side, I moved the store to a warm, soft palette and an editorial serif so it reads like a keepsake, not a print shop. I also offered to refresh some of Printave’s brand assets so the ads, social posts, and store would look like the same brand.
- ₱352KTotal store sales, July to September 2021 (₱352,418.80)
- 1.14%Online store conversion rate in September 2021, up from 0.51% in July
- 5.12%Add-to-cart rate in September 2021, up from 1.90% in July
Process
Assess: I went through the store and the buying experience the way a customer would, then wrote up an audit of what was getting in the way. Before that, the team sent over everything I needed: product photos, image creatives, and existing web copy.
Build: I started with research, not layouts. I used what I learned about Printave’s customers to plan the store layout, the images, and the homepage and product copy, then designed and developed the store in Shopify.
Convert: Before launch, I tested the store for bugs and usability issues, and checked that each section had a clear job in getting someone from “I love this idea” to a finished order.
Results
From July to September 2021, the store brought in ₱352,418.80 in sales. The online store’s conversion rate went from 0.51% in July to 1.14% in September, and the add-to-cart rate went from 1.90% to 5.12%.
The change the team felt most was in their day. Customers could build their own piece on the site, and orders arrived in Shopify with every detail already filled in.
“Customers are happier about producing a ‘one-off’ or ‘made-to-order’ product because they can now customize their order in real time, instead of sending all their information on Messenger. Fulfilling our orders became a breeze too since everything was sorted out on our backend.”
Najma Marohom, Founder and CEO, Printave
Conclusion
Printave didn’t need more traffic. It needed a store that could take a personal order without a person in the middle. Once the site did that job, the founder got time back and customers got a faster way to say yes.