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A story-led rebuild that lifted conversion from 1.5% to 2.5%.

We audited, redesigned and rebuilt LUMIÉREX's Shopify store around its real buyer, the Thoughtful UK Mum, turning a discount-led catalogue into a story-led conversion journey. Conversion rose from 1.5% to 2.5% in the first 90 days after launch.

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Rebuilt LUMIÉREX Shopify homepage: soft cotton pyjamas for cosy little dreamers

The results

Conversion rose from 1.5% to 2.5%

1.5%

Before · Conversion

2.5%

After · Conversion

+67%

relative conversion lift

page audit, page by page

competitors benchmarked

scalable PDP framework

Client overview

Meet LUMIÉREX

LUMIÉREX makes children's pyjamas the way few brands still do: 100% cotton, original countryside-inspired prints designed in-house, sewn in Ukraine by skilled hands, with part of the profits supporting stray animals. Founder Diana Novytskaya built a product with a real story, but the store told none of it, competing on price against the biggest names on the UK high street.

A child wearing LUMIÉREX countryside-print cotton pyjamas

Industry

Children's Sleepwear

Platform

Shopify

Location

Ukraine · UK Market

Focus

Audit · Redesign · Build

The challenge

Not a product problem, a positioning problem.

LUMIÉREX faced the problem every new D2C brand faces, sharpened by its category: a parent buying for a child's skin, where trust is the whole decision, with heavyweight UK retailers one tab away. The store answered “what is this product?” when it needed to answer “can I trust this small brand, and is £35 worth it?”

Audit snapshot

Positioning: Price-led
Analytics: None
Above the fold: Weak
Platform: Shopify
Market: UK D2C

Audit goal: turn a price-led catalogue into a story-led store that earns trust and justifies the premium.

What was holding it back

Discount-led entry devalued a premium brand
Emotional reason to buy weak above the fold
Trust assets, cotton, prints, Ukraine, buried
Founder story kept off the buying journey
PDP sold a basic set, not a bedtime story
Sizing and fit confidence left unanswered
Delivery and returns unclear near the CTA
Reviews hidden in a tab, not used as proof

CRO hypotheses

The bets that shaped the rebuild

For a product-aware audience the job isn't explaining pyjamas, it's making a new brand feel worth trusting and worth its price.

H1
A story-led homepage beats a catalogue homepage for a product-aware visitor.
H2
Product pages built as landing pages let any click convert on arrival.
H3
One scalable PDP framework, personalised per print, scales without feeling templated.
H4
Trust placed at the moment of hesitation beats trust volume buried in the footer.
H5
The prints, craft and founder story are what justify the £35 premium.

From the audit

What the audit told us to fix

A 31-page, page-by-page teardown built on a defined buyer persona and benchmarking against six direct UK competitors, every finding paired with a reasoned fix.

Homepage focus · current vs updated
Customer persona · The Thoughtful UK Mum
Audit overview · the core insight
Competitor scan · the UK market

Area by area

Area	Current	What we changed
Homepage	CurrentA basic Shopify catalogue with a discount-led entry point.	What we changedA story-led D2C journey: “Soft 100% cotton pyjamas for cosy little dreamers.”
Positioning	CurrentAnswered “We sell pyjamas.”	What we changedAnswers “Why trust this brand over Next, M&S or JoJo Maman Bébé?”
Above the fold	CurrentProduct thumbnails first, story later or absent.	What we changedWarm lifestyle imagery and trust chips first, then the product.
Trust	CurrentGeneric “Support 24/7” and trust signals buried below the fold.	What we changedUK delivery, 30-day returns, secure and guest checkout, right at the buying moment.
Product page	CurrentSold a basic pyjama set with a short, generic description.	What we changedSells a personalised bedtime favourite: farmyard story, comfort, fit and proof.
Proof & value	CurrentReviews hidden in a tab; the £35 price left unjustified.	What we changedVisible parent reviews and a value stack that justifies the premium.