MyEssentials: from chaotic webshop to daily conversion generator

How a thorough CRO analysis, complete rebuild, and targeted campaigns transformed a fashion webshop into a profitable online business.

About the collaboration

"...Chris and Elena put a lot of energy and love into their webshop, but lacked the senior marketing skills to really make the site profitable. ClickForest took care of the complete optimization and marketing."

Challenge: MyEssentials had an existing webshop, but the navigation wasn't logical, the homepage was chaotic, and the product photos weren't professional enough for conversion.

Approach: Complete CRO audit, redesign of collections and product pages, professional photography, SEO optimization, and extensive campaigns on Google and Meta.

From analysis to complete optimization

When ClickForest started working with MyEssentials, there was already a webshop, but it did not meet the requirements of modern e-commerce. The navigation was unclear, the homepage cluttered, and the product photos not professional enough to convince customers.

We started with a very comprehensive CRO analysis to identify all the bottlenecks in the customer journey. After 4 to 6 weeks of intensive work and countless optimizations, we had turned the site into a gem that now generates enough daily conversions to be proud of.

Complete rebuild of content and structure

Every layer of the webshop received a thorough upgrade. We provided new product photos that truly showcase the quality and style of the collections. All product descriptions were rewritten and made appealing, with a focus on benefits and emotional triggers.

Professional product photography that sells
Appealing product descriptions with a focus on benefits
Collections and products strategically repositioned
Alt tags and filenames adjusted for SEO visibility
SEO and GEO progress monitored via SEranking

See the results for yourself in collections such as Autumn & Winter and Bestsellers.

Extensive online marketing journey

In addition to optimizing the webshop, we started a complete online marketing story. Both Google and Meta were tapped, each with a strategic approach that suits the platform and the target audience.

For Google, we opted for an extensive Performance Max campaign with photos, text, and videos. All products were loaded via Google Merchant Center for maximum visibility in Shopping. Also, all conversions had to be set up again because they were configured incorrectly. The Google campaign is running well and regularly generates purchases.

But the real cash cow is currently the Meta ads. Here we worked with intelligent Advantage+ campaigns, linked to flexible images and videos but also to catalog sales. We created audiences for users who interacted with products and the social channels, and slowly scaled up the budget because we generate several sales daily. Follow MyEssentials on Instagram for the latest collections.

A warm and grateful collaboration

Frederiek views this as a very warm and rewarding collaboration with Chris and Elena. They had set up their online store with great passion but lacked the experience to take the final step towards profitability. ClickForest filled that gap perfectly.

What made this collaboration extra successful was the technical expertise of Chris. His understanding of the technical side of Shopify and his ability to quickly pick up new concepts were a great asset to the project. The Frederiek and Chris tandem works excellently: where Frederiek provides the marketing strategy and optimization, Chris ensures smooth technical implementation and proactively thinks about improvements. Chris learns very quickly and has now built a solid foundation in e-commerce and online marketing.

We are very satisfied with the collaboration and also very proud that we have lifted this online store out of the doldrums and turned it into a successful fashion webshop that generates daily conversions.

Daily conversions

After optimization, the online store now generates multiple sales daily through various channels.

Meta as cash cow

Advantage+ campaigns with catalog sales ensure consistent revenue and positive ROI.

SEO foundation laid

Complete optimization of alt tags, filenames, and content ensures growing organic traffic.

Chris Leunen – MyEssentials

"From the very first conversation with Frederiek, we knew we were dealing with the right person. He has an impressive knowledge of marketing, Shopify, Google, and Meta. What really sets him apart is his ability to seamlessly integrate all these platforms into one powerful whole. Moreover, Frederiek is an extremely pleasant man to work with. Anyone looking for someone who thinks beyond standard solutions and works towards the best result in a pleasant way is in good hands with ClickForest."

Quote about the result

"We are very proud that we have lifted MyEssentials out of the doldrums and turned it into a successful fashion webshop."
– Frederiek Pascal, ClickForest

Tools used: