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Building a Shopify Experience for 150% Higher Order Value

A growth-focused Shopify and digital marketing strategy connecting professional lash artists with the right supplies, smarter shopping experiences and more opportunities for repeat purchases.

Project at a glance

Client
My Lash Store
Industry
Beauty & Professional Lash Supplies
Services Focus
Shopify Development, CRO & Digital Marketing
Platform
Shopify

Average Order Value Growth Target

Smarter product discovery, relevant bundles and a streamlined purchasing experience designed to increase order value.

+150%Average Order ValueFrom A$85 to A$200
Line chart of monthly conversion rate from January to June: the new store (after) rises above the old store (before) from the April launch.
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Project overview

A Closer Look at the Project.

A closer look at the brand, its ecommerce ambitions, and the strategy behind creating a more engaging, conversion-focused Shopify experience.

My Lash Store is an Australian supplier of professional eyelash extension and beauty products. Its range includes premade and promade lash fans, adhesives, lash lift kits, tweezers and salon essentials for professional lash artists.

Our Shopify development, conversion optimization and digital marketing strategy simplifies product discovery, increases order value and encourages repeat purchases, supporting long-term ecommerce growth.

  1. Professional Storefront Experience

    Create intuitive shopping journeys that help lash artists find professional supplies quickly and confidently.

  2. Higher-Value Shopping

    Use relevant product recommendations, kits and bulk offers to encourage more valuable purchases.

  3. Digital Marketing & Retention

    Connect targeted customer acquisition with relevant content, remarketing and repeat-purchase opportunities.

The challenge

The Challenges of Scaling Professional Lash Ecommerce.

Professional lash artists need specific products for different techniques, application styles and salon requirements. From selecting the right lash fan dimensions to choosing adhesives, a large catalogue can make purchasing decisions more complicated.

Unlike occasional beauty shoppers, lash professionals regularly restock essential supplies. The experience must support quick product discovery, confident bulk purchasing and convenient repeat orders without unnecessary friction.

The challenge was to connect intuitive Shopify shopping with effective digital marketing, helping My Lash Store attract qualified customers, increase order value and build stronger relationships with returning professionals.

BeforeThe original storefront
Before the redesign: the original storefront, marked with its main friction points
  • Complicated navigation
  • Weak, easy-to-miss call to action
  • Inconsistent product presentation
How the store looked before the redesign. Markers show where shoppers met friction.
Our approach & optimization strategy

What We Changed. Why It Matters.

The strategy focused on simplifying professional product selection, improving the value of each shopping journey and connecting marketing campaigns with long-term customer growth.

01Smarter product discovery

Helping Lash Artists Find the Right Supplies Faster.

Clear product categories, smart filters and mobile-friendly navigation help lash professionals find and compare supplies quickly and confidently.

+125%Product Discovery Click-Through Growth TargetBefore: 20% | Target: 45%
Collection page on desktop with clear category navigation, product filters and an organized product grid
  1. Simple, more intutive navigation
  2. Clearer category hierarchy
  3. More consistent product visuals
02Cart value & shopping optimization

Turning Individual Purchases into Higher-Value Orders.

Smart product bundles, personalized recommendations and bulk discounts encourage larger orders, while streamlined product pages and checkout make purchasing easier.

+150%Average Order Value Growth TargetBefore: A$85 | Target: A$200
Product page on desktop with large product photography, title and price, colour and size selection and an Add to Cart button
  1. Clearer product image focus
  2. Simpler bundle selection
  3. Stronger purchase CTA
03Digital marketing & customer growth

Connecting Professional Shoppers with Profitable Campaigns.

Targeted SEO, paid ads and remarketing attract qualified lash professionals, while educational content and repeat-purchase campaigns drive sales and improve marketing ROI.

+275%Return on Ad Spend Growth TargetBefore: 1.2× | Target: 4.5×
Two phone screens: a mobile collection page with category filters and a mobile product page with variant selection and Add to Cart
  1. Stronger brand story
  2. Clearer discount bedges
  3. Larger & clear product images
Let's build together

Ready to turn your Shopify store into a growth engine?

Start Your Shopify Project hello@basiltechsolutions.com
Growth timeline

From Ecommerce Strategy to Sustainable Growth.

A connected approach designed around professional customer needs, higher-value purchases and measurable marketing performance.

  1. Discovery & Growth Audit

    Review customer shopping patterns, product collections, Shopify performance and acquisition channels to identify opportunities.

  2. UX & Conversion Strategy

    Plan clearer navigation, improved product discovery and relevant bundling opportunities for professional customers.

  3. Shopify Storefront Optimization

    Refine collection layouts, product information, mobile shopping and cart experiences to support easier purchasing.

  4. Digital Marketing & Campaign Optimization

    Align SEO, paid campaigns, landing pages and customer retention strategies with relevant products and buyer intent.

  5. Measure, Refine & Grow

    Evaluate order value, product engagement and marketing efficiency to guide ongoing ecommerce improvements.

The results

Growth Targets for a More Profitable Ecommerce Experience.

An integrated Shopify and digital marketing strategy connects easier product selection, higher-value orders and more effective customer acquisition.

+150%Increase

Average Order Value Growth Target

Relevant product bundles, complementary recommendations and clearer purchasing journeys designed to increase the value of each order.

+125%Increase

Product Discovery Click-Through Growth Target

Better collection navigation and guided product selection designed to help lash artists reach relevant product pages faster.

+275%Increase

Return on Ad Spend Growth Target

More relevant campaigns, targeted landing pages and optimized remarketing designed to improve advertising efficiency.

Basiltech Solutions improved our Shopify shopping experience and digital marketing strategy, making product discovery easier and supporting our ecommerce growth.
My Lash Store Management TeamMy Lash Store | Australia
Frequently asked questions

Questions about this project.

The common questions brands ask us about this redesign and how we approached it.

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The strategy focused on simplifying professional lash supply shopping, increasing average order value and connecting Shopify improvements with digital marketing and customer retention.

Clearer collections, relevant filters and guided shopping help lash professionals find products suited to their techniques, preferences and salon requirements.

Relevant lash kits, complementary products, bulk-purchasing incentives and convenient cart experiences can encourage customers to purchase more of the supplies they need.

Product-focused SEO, helpful educational content, targeted advertising and relevant landing pages can help attract lash professionals who are actively researching or purchasing supplies.

Professional lash artists regularly replenish adhesives, lash trays and salon consumables. Relevant retention campaigns, rewards and convenient repeat ordering can support long-term customer value.

Relevant metrics include average order value, product discovery engagement, repeat purchase rate, customer acquisition cost, return on ad spend and ecommerce revenue.

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