The Basics Woman sells exactly what the name says — wardrobe essentials done right. Clean cuts, quality fabrics, sizes that actually fit. Their audience is women who shop on mobile, care about fit, and return things that don't work. The problem wasn't the product. It was the store's inability to handle the specific interactions that drive fashion conversion: guided sizing, outfit context, colour storytelling, and a mobile experience that didn't fight the customer.
The existing theme had a static size chart image — the same one on every product. No fit guidance. No body-type recommendations. Customers guessed. Return rate on sizing issues was 22%, eating into margins on every order.
Colour variants showed as small swatches. There was no way to show fabric texture, drape, or the story behind a colour. Customers couldn't feel confident about what they were buying from a screen.
Basics are sold as outfit-builders. A white linen shirt sells better when shown with the right trouser. There was no component to show outfit pairings or style guidance, making each product feel like a standalone object.
Image galleries required pinch-to-zoom. CTAs were small and low on the page. The colour swatch tap target was 12px — impossible on a moving thumb. 74% of traffic was mobile; the experience was built for desktop.
Built a custom Liquid size guide that shows fit guidance based on product type (tops, bottoms, dresses), includes body measurement input, and shows personalised size recommendations. Embedded contextually per product category.
Custom swatch component with hover/tap-to-expand panels showing fabric close-ups, texture descriptions, and care instructions. On mobile, tapping a colour opens a full-screen panel with lifestyle context for that colourway.
Built a "Style it with" component that shows curated outfit combinations per product. Clicking a paired item adds it directly to cart. Average session touches 2.3 products per visit, up from 1.4.
Replaced the default Shopify image gallery with a swipe-native mobile gallery — full-width swipe between images, tap-to-zoom with proper touch tracking, and portrait-oriented image ratios optimised for phone screens.
Added review count and star rating to collection page tiles — visible without clicking into the product. Customers now arrive at product pages with social proof already established. Bounce rate on collection pages dropped 18%.
Custom low-stock indicator ("Only 3 left in your size") and a size-specific back-in-stock notification form. Notify-me list builds the email base for restock drops.
The sequence of work, week by week.
We only publish case studies where we can show real, verifiable metrics tied to Shopify data — but every brand's starting point is different. The Basics Woman's results reflect what was possible given their specific gaps; your results will depend on where your store, tracking, and funnel currently stand.
Timelines vary by scope, but most engagements follow the same pattern: a diagnostic phase in week one, then delivery in two-week sprints. See the sequence above for how this specific engagement was paced.
We won't promise a specific number without seeing your data first. What we can promise: a diagnostic that tells you honestly whether the same class of fix applies to your store.
The underlying levers — tracking accuracy, checkout friction, funnel structure — are largely industry-agnostic. See our industry pages for category-specific context.
Tell us about your store — we'll tell you exactly where the revenue opportunity is and what it would take to capture it.
