The Couture Club

Accelerating premium streetwear brand The Couture Club’s growth on Shopify Plus

increase in overall conversion rate


increase in average order value (AOV)


increase in loyalty programme sign-ups





Ecommerce Strategy

Loyalty Programmes





Shopify Plus



The Couture Club migrated from WooCommerce to Shopify Plus to benefit from being on a fully hosted platform with no need to worry about downtime or security. However, because the big move was carried out by a non-Shopify agency, the brand wasn’t able to make full use of the many revenue-boosting features available on the platform. It was clear that there were opportunities to introduce enhancements to the site, which were needed to ensure the store was developed in a Shopify-centric way.

Meanwhile, the front end was jarring with the brand’s premium identity. It lacked a set style and didn’t amount to a seamless user journey. The Couture Club felt ready for the next stage of growth, but these issues were holding them back. Our challenge was to level up the whole site – including a fit-for-purpose loyalty programme.


As a certified Shopify Plus partner agency, we were able to help The Couture Club optimise their online business, accelerate growth and get to grips with Shopify. We revamped their site to ensure it’s optimised for Shopify before enhancing the user journey on all fronts, from implementing essential UX fixes to giving the site a brand-boosting reskin.

We also ran a conversion rate optimisation (CRO) audit to identify where The Couture Club site was losing potential revenue, uncovering opportunities and implementing fixes to increase conversions. The result was an impressive +28% increase in overall conversion rate and a +35% increase in conversion rate on mobile.

While The Couture Club had a small loyalty scheme in place, the sign-up page was difficult to find and the old design jarred with the new style guidelines. We increased its visibility and exclusivity by refreshing the landing page and relaunching the programme with the LoyaltyLion platform, resulting in a +58% increase in sign-ups.


Bringing shoppers a collection of premium streetwear and accessories, The Couture Club is one of the fashion world’s biggest digital disruptors. When they approached us, they were looking for a Shopify Plus partner who could help them navigate the ecosystem, accelerate their growth, and give their loyalty programme the relaunch it deserved.

We prioritised optimising The Couture Club’s site for maximum success on Shopify Plus. This involved restructuring the theme and bringing the code base in line with Shopify best practices. Next, we shifted our focus design.

For a holistic strategy to work, you need a holistic approach to creative. That means one unified brand identity, made visible through copy and design. We produced a tone of voice guide to fine-tune cross-platform copywriting, while our UX/UI design experts elevated the brand aesthetic with a new style guide and reskin. This included an update to brand logos, new fonts and a colour palette refresh, aligning the brand aesthetic with its premium product offering. 

Optimising the site for higher conversions was a key goal of this project. Using tools such as Google Analytics and Hotjar, we ran a conversion rate optimisation (CRO) audit to establish at which points users were exiting the site, then we created a comprehensive leakage report. Often, the smallest yet most tactical solutions will improve conversion rate, and this was certainly the case for The Couture Club. Pivotal updates included removing hero banners on collection pages to reduce scrolling, and refining product filters to increase discoverability.

To enhance The Couture Club’s loyalty scheme in place, we designed the landing page, diversified rewards on the LoyaltyLion platform and created multiple points of entry, including stylised footer banners and call-outs featured on product pages. This increased the programme’s visibility and made it more rewarding for customers, which led to a significant increase in signups. 

The initiative, as well as a new bundling offer and improved discoverability, contributed to a +10% increase in average order value (AOV). 

‘’Underwaterpistol have been absolutely amazing for us. The recommendations they have made to the site in regards to loyalty, tools and Shopify Plus itself has helped our team to grow sustainably.”

Ross Worswick, Creative Director at The Couture Club