Migrating an established fashion brand from WordPress to Shopify
The brand
Alef Alef is a fashion label selling online and from its store in Tel Aviv. The brand had built a loyal customer base and a steady flow of organic traffic over several years on WordPress.
The problem wasn’t traffic. It was what happened after the visitor arrived — a product page that showed garments instead of selling them, and a platform that made every change a development project.
The brand needed infrastructure it could actually operate: launch a collection without a developer, run a promotion without rebuilding a page, and know what was working.
Store performance
The challenge: migrating without losing what already worked
Years of organic search equity were tied to the old site’s URL structure. A careless migration doesn’t just slow a brand down — it erases rankings that took years to earn.
At the same time, the old product page was leaving money on the table. Color was chosen from a swatch instead of a photo, sizing confidence depended on guesswork, and every objection a customer had went unanswered until she left.
The brief was both at once: protect what had been built, and fix what had never worked.
Our approach: every component tied to a metric
We rebuilt the product page around the objections that actually stop a fashion purchase. Color is now selected by photo rather than a swatch, so the customer sees the real fabric and print — on the product page and in the collection grid. A per-product field shows the model’s height and the size she’s wearing, answering the single biggest cause of returns before it becomes one.
Three trust icons sit directly under the add-to-cart button — delivery times, free shipping threshold, and easy exchanges — not buried in the footer. A floating WhatsApp button turns a hesitation into a conversation instead of an abandoned cart.
Average order value got its own infrastructure. The mini-cart opens to three-quarters of the screen with a free-shipping progress bar, complementary items are offered on the product page, and promotional badges driven by custom fields appear in the grid itself — before the customer even clicks.
An honest word about SEO
Search rankings dip after a platform migration. Always. To Google, a new platform is a new site — new URLs, new code, new structure — and it needs time to crawl, understand and rank it again. Anyone promising otherwise is selling something.
The work is in minimizing that dip and earning it back faster: a complete 301 map with every legacy URL pointed at the right destination, preserved heading structure and alt text, a new sitemap submitted on launch day, and ongoing monitoring of crawl errors. A faster site with a cleaner structure and a better mobile experience doesn’t just recover — it ends up ahead of where it started.
Planning a migration to Shopify?
We help fashion and lifestyle brands move platforms without losing what they've already built — and rebuild the parts that were never working.